Project Overview
Client: Arunachal Tourism
Duration: September 2023 - November 2023
The Challenge:
Arunachal Pradesh, known for its pristine landscapes and unique culture, sought to enhance its tourism sector by improving the user experience and accessibility of their Inner Line Permit (ILP) website. The existing website was let down by poor design, lack of information hierarchy, and limited user-friendliness.
The primary goal was to create an intuitive, visually appealing, and user-friendly online platform that facilitates the ILP application process while providing comprehensive tourism information.
The current Arunachal Pradesh eILP site
Objectives:
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Redesign the ILP application process for a seamless user experience.
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Create a visually appealing and user-friendly website.
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Improve the information architecture to cater to tourists' needs.
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Showcase Arunachal Pradesh as a must-visit destination.
The Redesign
The entire experience was meticulously redesigned to ensure user-friendliness, recognizing that many applicants for an Inner Line Permit may be navigating this process for the first time. The goal was to provide clear guidance and address the questions that newcomers might have about the application procedure.
In addition, the entire process underwent significant simplification, with a focus on reducing the likelihood of user errors. Clear and concise instructions were integrated to assist applicants in understanding the required documents that needed to be uploaded.
Homepage: Before
The original homepage design had several areas that needed improvement:
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Lackluster Visual Appeal: The design lacked visual engagement and felt uninspiring.
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Information Hierarchy Issues: The organization of information needed enhancement for better user navigation and clarity.
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Inadequate Color Palette: The color scheme used did not effectively convey the desired aesthetics and mood.
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Text Alignment Problems: The alignment of text elements was inconsistent and needed refinement.
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Outdated Look: The overall design gave off a dated vibe and was in need of modernization.
In the revamped design, we addressed these issues to create a more engaging, user-friendly, and visually appealing homepage.
Homepage: After
The redesigned homepage successfully addressed and rectified the limitations of the original design by implementing the following key improvements:
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Enhanced Visual Appeal: A captivating hero image was introduced, showcasing the exquisite beauty of Arunachal Pradesh. This addition was intended to evoke a sense of excitement and wonder, inviting users to explore the destination.
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Improved Information Hierarchy: A significant overhaul of the information architecture was undertaken. Clear and easily comprehensible instructions for applying for an Inner Line Permit were incorporated, employing i;;ustrations to ensure accessibility for users with varying levels of English proficiency.
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User-Centric FAQ Section: Acknowledging that many users would be navigating the ILP application process for the first time, an informative FAQ section was introduced. This section was thoughtfully curated to address common questions and provide straightforward solutions.
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Engaging Destination Carousel: To inspire and assist users in planning their journeys, a dynamic carousel featuring popular destinations in Arunachal was integrated. Each destination was accompanied by clear calls to action, encouraging users to explore detailed itineraries.
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Convenient Help Resources in the Footer: For users seeking additional assistance, contact information and access to support centers were thoughtfully placed in the footer, ensuring that help was readily available when needed.
These improvements were designed with the user's experience and needs at the forefront, making the website more attractive, user-friendly, and informative.
Form Submission: Before
Form Submission: After
Mobile Design
With the awareness that a substantial portion of users would access the eILP application via their mobile devices, we thoughtfully crafted a responsive website.
View the full scope of the work
The Design Approach
Research phase:
Conducted comprehensive secondary research by examining travel forums and review portals to gain insights into the challenges and concerns users faced when applying for an eILP. Additionally, I personally went through the eILP application process to gain firsthand experience and identify any deficiencies in the process.
Findings:
During the research phase, several key findings emerged:
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The homepage design displayed an outdated appearance, with information presented in a disorganized, confusing format. The lack of proper alignment and structure added to the overall confusion.
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Feedback from numerous travel websites and forums consistently indicated that the eILP application process was perplexing due to insufficient information, leaving users feeling uncertain.
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Rejections were frequently attributed to a lack of clear instructions regarding document format, size, and types for upload, leading to application errors.
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The entire process was marked by a lack of efficiency and excitement. Users did not find it engaging or enticing, failing to ignite the enthusiasm one would expect when planning a visit to Arunachal Pradesh.
User flow
Based on the research findings, we meticulously designed a user flow that aligns with user requirements and preferences.
Information architecture
Drawing from the user flow, we developed an information architecture that perfectly aligns with user needs and preferences. We made sure
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Reorganized the website's information architecture, simplifying the navigation process.
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Created clear and intuitive user flows, ensuring a hassle-free ILP application process.
Low fidelity design:
Utilizing the research findings, user flow, and information architecture, we created low-fidelity designs as a foundational guide for our design process.
Typography and Color Palette Selection:
Results:
At the time of composing this case study, we have successfully submitted our designs and are currently awaiting valuable feedback.
Lessons Learned:
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In-Depth User Research and Cultural Understanding: Conducting thorough user research and gaining insight into the local culture is fundamental for a successful redesign. It ensures that the design resonates with the target audience's values and preferences. Understanding the cultural context allows for the creation of a website that respects local sensitivities and effectively connects with visitors.
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Collaboration Across Teams: Collaboration among designers, developers, and content creators is indispensable for a holistic solution. Effective communication and teamwork enable the seamless integration of design elements, functionality, and content, resulting in a well-rounded user experience.
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Continuous Improvement: Continuous updates and improvements are essential to maintain the website's relevance. In the fast-paced digital landscape, technology evolves, and user expectations change. Regular updates ensure that the website remains modern and user-friendly, keeping it competitive in the online tourism space.
Next Steps:
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User Feedback and Engagement: Ongoing monitoring of user feedback and engagement is imperative. It provides insights into user satisfaction, pain points, and evolving needs. This data informs further refinements and optimizations, ensuring that the website continuously aligns with user expectations.
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Enhanced Features: Implement additional features based on user needs. Identifying new functionalities or tools that enhance the user experience and cater to specific user requirements can further elevate the website's value.
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Multilingual Support: Expanding multilingual support is critical to accommodate a diverse audience. It enhances accessibility and inclusivity, enabling individuals from different linguistic backgrounds to navigate and engage with the website more comfortably.
Conclusion:
The Arunachal Tourism ILP website redesign exemplifies the positive impact of user-centered design and strategic planning in rejuvenating an underperforming online platform. By placing the user's needs and local culture at the forefront, and fostering collaboration among teams, this project has transformed the website into a valuable asset that promotes tourism and fosters economic growth for the region.
