Global website revamp for boutique Tibetan hotel
Role: Solo UX Researcher + Designer
Duration: July 2024 - Present
Tools: Figma, Photoshop, Premiere
How can a highly localized hotel brand create a world-class website that reflects its luxury and cultural experiences?
Problem
Songtsam’s story
Songtsam is a luxury boutique hotel group based in Tibet and Yunnan, China, offering immersive travel experiences that highlight local traditions, natural beauty, wellness and unparalleled service.
I lead the redesign of Songtsam’s global website to connect its story with Western audiences. By conducting user research and identifying key opportunities for improvement, I craft strategies to create an engaging, visually immersive platform that highlights the brand’s unique offerings.
Research
Understanding the current user experience
Through usability testing with 5 participants, I identified critical areas for improvement on Songtsam's existing website. Participants highlighted challenges with navigation, such as confusing menus and redundant categories, and expressed frustration over the lack of visible booking options or upfront details like tour costs and availability. Users also struggled to understand the geographical context of the properties and requested interactive elements, such as maps, to bridge this gap. Additionally, dense blocks of text and insufficient visual hierarchy made it difficult to absorb information quickly.
These findings underline the need for a website that prioritizes seamless navigation, dynamic content presentation, and a stronger emphasis on Songtsam’s unique cultural and geographic offerings.
Struggled to locate key details such as prices, availability and location information.
Found it hard to understand the geographical context of Tibet and where individual hotels were located.
Wanted to learn about the hotel offerings without opening numerous new pages, preferred information to be condensed into single pages.
Insights:
Next Steps
Leveraging the research insights I’ve gathered and my stakeholders’ creative vision, I will redesign Songtsam’s global website to better connect with international audiences. This includes improving navigation for seamless exploration, enhancing content presentation to highlight the brand’s cultural and luxury offerings, and integrating interactive features such as maps and dynamic media. By aligning the user experience with Songtsam’s rich heritage and aspirational identity, I aim to create a visually immersive platform that effectively communicates the brand’s unique story.