Transforming the Digital Tourism Experience for Chhattisgarh
Focused on showcasing Chhattisgarh’s cultural richness and natural beauty, this project emphasizes redesigning key pages —homepage, destination highlights, navigation, and contact, creating a more engaging and credible platform for visitors.
MY ROLE
Conducted User Research through surveys and interviews, developed wireframes, and conducted Usability Testing.
TOOLS
INDUSTRY
Travel & Tourism
TIMELINE
IMPACT
Task completion time reduced by 62%
96% Customer Satisfaction score
Homepage redesigned for unforgettable first impressions
Destination pages that make exploring and reaching places easier for tourists
Check out my process below ⬇
OPPORTUNITY SPACE
The C.G. Tourism website functions but lacks user-friendly navigation and accessible UI design. Visually appealing images are distorted, and categorization is inefficient. The contact page, crucial for trip planning, is confusingly structured.
The current website is basic and doesn't engage users effectively. It needs a significant overhaul to better serve tourists planning trips to the state.
PRELIMINARY RESEARCH
Competetive
Analysis
Heuristic
Mark-up
User
Survey
User
Interviews
COMPETETIVE ANALYSIS
I researched tourism websites of Indian states (Uttar Pradesh, Tamil Nadu), reviewed Chhattisgarh on India's tourism site, and compared with global platforms (New Zealand, Japan).
Regional and global insights
HEURISTIC MARK-UP
After studying features of other tourism sites and understanding industry expectations, I focused on assessing the Chhattisgarh tourism website. Detailed heuristic mark-up🔗
Evaluation of Chhattisgarh Tourism Website
A glimpse of detailed heuristic mark-up performed on C.G. Tourism website
Key Findings
Poor visibility of the logo and the navigation bar is full of jargon.
UI is distracting, with excessive use of colors and distorted imagery.
Contact and location information is presented in a confusing manner.
The footer is unhelpful because it is excessively crowded.
USER SURVEY AND INTERVIEWS
18 Survey & 5 Interviews clarified travel planning goals and assessed the website's impact on promoting visits to Chhattisgarh. Participants included locals, Indians unfamiliar with the region, NRIs, and foreigners, offering insights from current and potential visitors.
Understanding tourist needs, goals and problems.
User Needs & Goals Identified
Goal Finding nice destinations
Need Reviews and images to make informed decisions
Goal Exploring activities and things to do
Need Information on upcoming events to determine the best time to visit
Goal Planning trips & transportation
Need Locating accommodation options and near-by places to eat
Detailed User Research🔗
User Issues Identified
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Distracting design elements that affect website credibility
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Images don't lead users to where the location is.
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Insufficient information on website to attract users.
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Overloaded Home page which hinders user exploration
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Ineffective navigation bar which lacks
Suggestions by Users
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Enhance trip planning features.
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Establish a consistent theme and brand identity.
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Simplify the color scheme
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Improve text readability
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Streamline navigation
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Provide comprehensive restaurant information
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Develop engaging storytelling content
DESIGN PROCESS
Affinity
Mapping
Information
Architecture
Prototype
Testing
Final
Prototype
AFFINITY MAPPING
I organized the user-suggested and existing website features on a board to improve the website navigation by categorizing and prioritizing features effectively.
Improving the navigation
Ungrouped Categories
News, Activities, Inquiries, Travel Tips, Develop Trust, Help, Planning a trip - major groups after the mapping process
SKETCHING OUT IDEAS
Information about Tourism in Chhattisgarh
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Best time
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Visa Guide
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Travel Tips
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Itineraries
Map that informs the location of the image
Different modes of transportation with clear distance and instructions
INFORMATION ARCHITECTURE
USABILITY TEST WITH 5 PARTICIPANTS
5 Second Test
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4 Scenarios, 6 Tasks
First Click Test
10m of figure out the user's mental model for the navigation bar
20m of measuring completion rate and speed compared to the current website
​Getting first impressions
Word cloud summarizing frequent user feedback from notes
Positive
Feedback
Neutral
Feedback
Negative
Feedback
Unclear website purpose and services.
Low visibility of 'Start Planning Now' section placed at the bottom of the page.
Confusion between
'information center' and 'information hub' terminologies.
Oh, is this the information center? Why is it called a hub?
I think I’d like to see plan your trip higher on the page so I can choose destinations and activities accordingly
I love seeing all these images and I like how I can find see where it is on that map”
FINAL SOLUTIONS
Enhanced homepage with streamlined exploration
Current Homepage
Redesigned Homepage
Challenge
People loved the images on the website hero section but struggled to locate the featured destinations.
Solution
Chhattisgarh's beauty is best showcased through images. I've retained the original layout, that engages the user and added "Explore" button on each image to seamlessly guide users to destination pages.
I've highlighted top documentaries, giving prominence to the most popular ones, to captivate viewers and encourage further exploration of the culture.
Experience the new website with key additions like best visit times, travel tips, and a welcoming blurb, showcasing Chhattisgarh's appeal as a prime tourism destination.
"Here and Now" provides real-time updates on ongoing events, their duration, and a brief overview.
I've prominently featured the 'Bed and Breakfast' scheme on the homepage, resolving users' previous difficulty in finding it.
The redesigned footer is cleaner which makes it easier to find links and navigate.
Improved navigation for easy findability
Redesigned Navigation Bar
Challenge
The original website consists of a significant jargon - 'RTI' 'NRI' and more items that tourists rarely use.
Solution
The main menu now has six items: Home, Attractions, About, Contact, and More. "More" includes essential but uncategorized content for easy access.
Destination page with enhanced credibility
Challenge
Users reported distrust in the original tourism website due to lack of reviews and superficial information, preferring Google for more details.
Solution
Redesigned destination page features top attractions, accommodations, essential experiences, travel tips, and tourist reviews to enhance user confidence.
Find the most popular experiences and information on when they occur.
Check out most highly rated hotels and resorts for a trip
Get to know the best way to reach the destination.
Access information more easily
Current Contact page
Redesigned Contact page
Challenge
Users struggled to locate information centers on the original website.
Solution
I revamped the contact page with a clear layout, adding a contact number, form, interactive map, and a search feature to locate nearby info centers, sortable by distance or rating.
IMPACT
The participants achieved a doubled success rate in performing the given tasks on both websites
I reduced average task time from 28.4s to 10.7s—a 62% improvement with the redesign.
With four participants aiming to endorse the website and none of them providing a negative rating, the Net Promoter Score (NPS) stands at 80%.
Participants provided a customer satisfaction score (CSAT) of 96% when asked to evaluate their overall experience on the website.
TAKEAWAYS
Different Tests, Varied Insights
The 5-Second Test emphasizes clarity for quick comprehension, while the First-Click Test assesses intuitive navigation.
Missed Opportunity, Business Perspective
While designing, input from the relevant government agencies could have offered more insights to enhance effectiveness of the tourism website.