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TIMELINE
Oct - Dec 2021
PLATFORM
Figma
ROLE
UI / UX Designer
PROBLEM
GoKinda aims to connect travellers to stylish hotels that are environmentally and socially responsible.
GoKinda's founding team envisioned it to be a platform connecting travellers to stylish hotels that champion sustainability and social responsibility. GoKinda's aim is to curate accommodations that are both chic and conscious, fulfilling its vision of ensuring that each traveller's next adventure leaves a positive impact on the world.
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At the time this idea was conceptualised, the team did not have a website. A website, then, needed to clearly communicate GoKinda's themes of style and sustainability, whilst hosting a seamless and enjoyable hotel booking process for potential users.
MY ROLE
The team hired me as the sole freelance designer for the website. I led and conceptualised the structure and design of all aspects of the website, including its visual and user experience. I constantly kept in communication with GoKinda's founder, Alison, throughout the entire design process.
THE SOLUTION
A user-centric, immersive platform that connects mindful travellers to exceptional and sustainable hotels.
With GoKinda's vision in mind, I decided that the goal was to create a user-centric and impactful platform that prioritises both style and sustainability. I designed the following features on the website not only to enhance the user experience, but also to reflect and translate the brand's values into a cohesive and engaging digital interface.
EARLY IDEATION
How could we deliver a beautiful and meaningful experience that emphasised sustainability?
The inception of GoKinda marked an exciting journey through the early ideation phase, where the vision of seamlessly blending sustainability and style began to take shape. Guided by Alison, the founder's passion for sustainable living and a deep understanding of the travel industry, the team's vision was clear: to create a space where travelers could easily find and book accommodations that aligned with their values without compromising on aesthetics.
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Collaborative brainstorming sessions were the cornerstone during this ideation phase. The team and I delved into numerous discussions that ranged from the platform's overall purpose to the intricacies of user interaction.
In translating this vision into a digital reality, I embarked on an iterative design process. Initial sketches laid the groundwork for the platform's structure, and I paid particular attention to ensuring an intuitive user experience. After all, GoKinda wanted to promote vacations that were stylish and sustainable; booking such a vacation should never be stressful! I drew inspiration from eco-luxury themes, experimenting with color palettes and typography to evoke a sense of sophistication and sustainability.
WIREFRAMING
User flow and experience were our main priorities.
With the team's feedback on my proposed structure and initial sketches, I moved on to creating wireframes. I decided to focus primarily on the user flow and experience of the website at this stage. The primary goal I'd wanted to achieve in these early low-fidelity wireframes was to ensure a seamless and intuitive user experience in navigating the website.
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Once the team and I were aligned on the user flow and the structure of the website through the low-fidelity wireframes, I then proceeded to create high-fidelity prototypes for the mobile and desktop versions of the website in accordance to the GoKinda branding.
TESTING + IMPROVEMENTS
User testing was pivotal in refining and enhancing our prototype. I conducted user tests with 5 people with my first high-fidelity prototype. In these tests, my goal was to determine if: (1) the current design met user expectations; and (2) also provided a seamless and enjoyable experience.
Testing allowed us to gather invaluable insights directly from potential users, which would impact the overall usability and functionality of the platform. We were able to identify key areas for improvement and implement changes that elevated the user experience. Two notable improvements that I made to the design based on user feedback were:
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Thank you for reading!
I really enjoyed the process from the ideation to the design to the testing of this website. I couldn't have done so without the amazing team at GoKinda.
Thank you for reading! Hope you enjoyed learning about my design and thought process.
Feel free to contact me if you have any questions. For more work inquiries, or to grab a coffee, please email me at chiewhuiwang@outlook.com.