SeeSardinia
Introducing SeeSardinia.com—a high-fidelity website that seamlessly guides travellers through Sardinia’s authentic Italian experiences with intuitive design and rich imagery.
Extensive user research, including thematic analysis and usability testing, revealed the challenges travellers face with fragmented information about Sardinia. This design addresses these issues by integrating scattered resources into a cohesive and intuitive platform, making it easy for visitors to discover Sardinia’s experiences.
The final design uses rich imagery, intuitive navigation, and a cohesive visual language to create an immersive user experience.
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✓ Performed primary research
✓ Analysed and synthesised data into meaningful and actionable insights
✓ identified design problem through insights gathered from user research
✓ Created low to high fidelity prototypes and wireframes
✓ Conducted usability testing for refinement
✓ Designed final high-fidelity prototype
✓ Presented updates and final value proposition
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✓ The project must involve designing a website from scratch, incorporating low, mid, and high-fidelity iterations, with refinements guided by usability testing.
✓ Decisions should be backed by thorough research to effectively communicate a compelling story.
✓ The design must be data-driven, with information presented in a visually appealing manner by integrating CSV files into the code using the Plotly JavaScript Library.
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✓ Visual Studio Code
✓ Figma
✓ Canva
✓ Typeform
✓ Google Forms
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✓ Programming
✓ HTML
✓ CSS
✓ Javascript
✓ User Research
✓ Iterative Design
✓ Presentation
✓ Prototyping
✓ User-centered Design
✓ Information Architecture
✓ Interaction Design
✓ Wire-framing
✓ Visual Design
✓ Accessibility Design
✓ Thematic Analysis
✓ Data Analysis
✓ Customer Journey Mapping
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✓ 4 months
Research
To decode the dialogue between explorers and locals immersing themselves in the Sardinian experience, I conducted online ethnography, delving deep into platforms like TripAdvisor, YouTube comments, TripSavvy, and various travel guides.
After gathering a wealth of data, I conducted a thematic analysis to reveal key insights.
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The desire for travellers to venture to Sardinia stems from their innate desire to:
Relax - be able to experience a self-paced holiday for relaxation
Explore - embark on adventures, such as nature & history activities
Devour - be immersed in authentic & traditional Italian cuisine
I created dedicated pages for relaxation, exploration, and dining experiences in Sardinia, aligning with travellers' primary reasons for visiting the island.
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For some, the challenge lay in consolidating scattered insights from various websites, particularly challenging for those less tech-savvy, thereby limiting their ability to fully immerse themselves in Sardinia's marvels.
In the design of this microsite, a user-centric approach has been adopted, focusing on the core principles of organisation, information architecture, structuring, labelling, and navigation. These principles serve as the guiding pillars, ensuring that the microsite offers a seamless and intuitive experience addressing the users’ needs and pain-points.
Synthesis
When presenting this data, I synthesised the insights in the form of user Personas. This method enabled me to effectively communicate the common patterns identified and better visualise the diverse user profiles for whom I'll be designing the microsite. By understanding their motivations, past challenges, and overarching goals, I could tailor the design to cater specifically to their needs.
Adventurous Amy, 25
Background
A solo traveller and graduate who loves traditional cultural experiences. She’s a “foodie” and wants to experience a hidden Italy that feels like a Nonna’s embrace, without breaking her budget. Amy is a thrill seeker and is looking for the hiking, paddle-boarding on crystal clear-blue waters, motorbiking experiences that Sardinia has to offer. However, similarly to Calvin, she doesn’t know where to look to find the best deals that suit her taste, inquisitiveness and budget
Pension Paul, 65
Background
As a former business owner, he is wishing to kick off his retirement in tranquillity with his wife. He’s quite fit for his age due to his daily morning walks and is obsessed with Ancient Roman Culture. After over-hearing the wonders of Sardina’s offerings from TikTok on his granddaughter’s phone, his eyes lit up. Paul is not tech-literate and is struggling with bouncing between multiple internet pages to piece together his dream holiday.
Curious Calvin, 45
Background
A middle class male who loves being immersed in traditional experiences when visiting new places. Travelling with his partner and children means that things can get unpredictable at times, so they love moving around at their own pace. They also prefer more private experiences. They’ve looked everywhere online but are struggling to find experiences that suit them best, and plan the Sardinian holiday of their dreams.
Revised Problem Statement
Sardinia’s fragmented and difficult-to-navigate resources prevent travellers from fully maximising their holiday experience and discovering the island’s offerings.
Prototypes
I initiated the conceptualisation process by creating annotated wireframe sketches. This approach allowed me to swiftly explore ideas and iterate on concepts before transitioning to on-screen design. By sketching first, I gained the advantage of quick visualisation and ideation, enabling rapid refinement of ideas and saving valuable time in the design process.
My design inspiration for my concept sketches came from the natural beauty and shapes of Sardinia itself. Above are some of my initial concept sketches and iterations while brainstorming the potential website layout. My refined wireframes showcased my plan to utilise full-bled, high quality photography and videography inspired by the vast waters of Sardinia. The arched image frames paying homage to the classic arched sandstones in Sardinian homes and streets.
To enhance recognition consistency, Gestalt principles such as proximity, similarity, and closure have been applied across each page. Visual elements are strategically grouped together based on their relation, ensuring easy recognition for users, especially those who are less technologically literate (Pension Peter). For example, related content modules, interactive buttons, and navigational cues are placed in close proximity, indicating their association. Consistency in design elements like colour schemes and typography establishes a cohesive visual language, guiding users intuitively through the site.
Final Concept
Logo and Typography
The logo unifies elements cohesively, abstracting the journey of travel while representing the letter S, and reinforces the brand identity with a powerful visual representation. I chose the typeface, ‘Marcellus‘ (Figma), as it reflects the luxurious Sardinian experience due to its elegant elongated, sharp shape.
Header and Navigation
In the header and navigation section, a gradient overlay was applied to enhance text prominence amidst high-quality imagery, alongside an increase in navigation text size to improve readability, resulting in subtle yet significant enhancements to the user experience.
Imagery and Aesthetics
The website's aesthetic is elevated by captivating imagery showcasing Sardinia's natural wonders. By seamlessly integrating consistent imagery, organic colour palettes, and high image quality, the site aims to immerse users in the breathtaking views of Sardinia. Expansive full-bleed images evoke the vastness of this Italian gem, inviting users to embrace a sense of freedom and travel-inspired liberation.
Carefully curated images on the website precisely convey Sardinia's unique culture with simplicity and grace, facilitating effortless engagement. The warmth emanating from these visuals establishes an emotional connection, while their adventurous spirit sparks curiosity and excitement, encouraging exploration of Sardinia's diverse landscapes, traditions, and experiences.
Cultural Integration
See Sardinia pays homage to the island's rich traditions, as evidenced by welcoming headings such as "Ciao," "Tranquillo," "Andiamo," and "Mangia" carefully integrated into each page. These headings serve as gateways, inviting visitors into the heart of Sardinia's essence, fostering a deeper connection with aspiring travellers.
Relax, Explore, Devour!
Relax, Explore, Devour!
