UX/UI design brief #9: Redesigning Sweden's Tourism Site

Today’s design brief is a redesign of the existing Swedish tourism site. This was an actual real project that I worked on at my digital agency but for the South African Tourism site. Obviously for our purposes I have changed the details to suit a public design brief. This is the 9th design brief or practice project for UI and UX designers looking to build a portfolio of credible work. Each detailed client brief is time-boxed, detailed, and crafted realistically enough to give you a hands-on experience of doing a real project. The design brief is meant to help you create realistic work you can add to your portfolio and test if design really is for you.

As is usually the case, I have included the following sections with each design brief:

Timeline (For this to be realistic each brief has a timeline that is as close to real-world work as possible)
Objectives (What is REQUIRED by the client. This part usually trips designers up as they go off designing what is not required)
Platform(Where your designs will live. Understanding these platforms will give a well-considered solution)
Target audience (Users always come first and the design must accommodate the target audience’s pain points)
References (If you are not sure where to start, clients normally give a set of examples or references they like. The closer the design solution is to the references, the fewer revisions a designer will have to do)
Deliverables (Most importantly how the solution should be delivered. These represent what a well-detailed portfolio case study looks like so hit it out of the park)
Recruiter advice (Portfolio advice from creative directors, CEOs and leading design creatives from the biggest companies)

This will help you build your case study much faster as the project objectives and such are provided.

Let’s begin

Client/Brand

Visit Sweden https://visitsweden.com/

Timeline

1–2 weeks. The project is expected to be completed within two weeks.

Objectives

We are looking for a redesign for the Swedish tourism website. The site is in need of a refresh and we require it to be visually appealing, easy to navigate, and provide all the necessary information to help visitors plan a trip. Our culture should be reflected across the site especially famous landmarks and common local native words.

“In 2020, domestic tourism accounted for approximately 85% of global tourism spending.” – Source: World Tourism Organization.

Success Metrics to Consider

Number of website visitors
Engagement rate (time spent on site, pages viewed per session)
Conversion rate (number of bookings or inquiries)
Customer satisfaction (rating and feedback)

Platform

Please design website screens for desktop (1440px wide and mobile view 365px wide).

Target Audience

Sarah Johnson, 28 | Adventure Traveler
NEEDS
She is looking for travel experiences that allow her to discover different cultures and trying new foods. Sarah wants to make sure that the travel experiences she books are safe and well-organized, with knowledgeable guides and good equipment.

James Lee, 42 | Family Vacationer
NEEDS
He is looking for travel experiences that are family-friendly, with activities that can be enjoyed by both kids and adults. James may be concerned about the cost of family travel, as well as the logistics of coordinating travel for multiple people. He may also be worried about keeping his family safe while traveling to unfamiliar places.

Marie Jensen, 55 | Cultural Tourist
NEEDS
She is interested in visiting museums, historic sites, and art galleries, and may also enjoy attending cultural events like concerts and festivals. She values comfortable accommodations and good food, but is primarily motivated by her desire to learn. Maria may be concerned about language barriers and navigating unfamiliar cities; accessibility and mobility issues.

Specifications/ Limitations

Site must load quickly hence any large interactions must be kept to a minimum.

References

References that our company would like the website to follow in terms of structure and layout. It will be your job to replicate something close to these websites but add your creative flair to it.

Visit Qatar – https://visitqatar.com/
Airbnb Experiences – https://www.airbnb.com/experiences
Lonely Planet – https://www.lonelyplanet.com/
Visit California – https://www.visitcalifornia.com/

Deliverables

• Sketch of conceptual ideas and a sitemap
• Wireframes/UI designs of
⁃ Homepage: This should be visually appealing and provide an overview of the destination and the experiences on offer.
⁃ Things to Do: This section should provide information on the top tourist attractions, outdoor activities, and cultural experiences in the area.
⁃ Places to Stay: This section should provide information on the best hotels, resorts, and vacation rentals in the area.
⁃ Local Food: This section should highlight the local cuisine and provide recommendations for restaurants and food experiences.
⁃ Travel Tips: This section should provide helpful information for travelers, such as visa requirements, currency exchange, and transportation options.
⁃ Booking: This section should allow users to book tours and activities directly from the website.
⁃ Blog: This section should provide fresh and relevant content to attract visitors and improve SEO.

Testing and Results section

Show your wireframes to 5 people and ask them using your designs what they think about them, what they would improve, and an overall rating.

Take their feedback, iterate the designs, and have a final round of testing with 5 users. See that you improve your overall rating. If not go back to the drawing board and change your designs and retest.

Portfolio Advice from recruiters

I love to see how designers tackle complex problems in their portfolio case studies. It’s important to not only show the final product, but the process that got you there.
– Satish Kanwar, VP of Design at Shopify

I want to see a clear articulation of the problem, the design process, and the impact of the solution. Numbers and metrics are important, but so is the story behind them.
– Khoi Vinh, Principal Designer at Adob