Hanoi Local makes Hanoi exploring experiences more exciting by adding stamps collecting challenges into normal traveling process.
Hanoi Local makes Hanoi exploring experiences more exciting by adding stamps collecting challenges into normal traveling process.
Hanoi Local makes Hanoi exploring experiences more exciting by adding stamps collecting challenges into normal traveling process.
This mobile application is the result of my undergrad graduation project “A Research of Gamification in Design and its Application to Design a Cultural Tourism Map Application”. The project gained the highest store in my UX/UI council 🏆.
This mobile application is the result of my undergrad graduation project “A Research of Gamification in Design and its Application to Design a Cultural Tourism Map Application”. The project gained the highest store in my UX/UI council 🏆.
This mobile application is the result of my undergrad graduation project “A Research of Gamification in Design and its Application to Design a Cultural Tourism Map Application”. The project gained the highest store in my UX/UI council 🏆.
SPECS
SPECS
1 member (me!)
2 months duration
40+ UI screens
1 member (me!)
2 months duration
40+ UI screens
1 member (me!)
2 months duration
40+ UI screens
WHAT WAS DONE
WHAT WAS DONE
UX/UI design
Research
Illustrations
UX/UI design
Research
Illustrations
UX/UI design
Research
Illustrations
TOOLS USED
TOOLS USED
Figma
Google Forms
Adobe Illustrator
Figma
Google Forms
Adobe Illustrator
Figma
Google Forms
Adobe Illustrator
Vietnam is planning on developing tourism.
Vietnam is planning on developing tourism.
Vietnam is planning on developing tourism.
Turn tourism into Vietnam’s economic spearhead by 2030
Turn tourism into Vietnam’s economic spearhead by 2030
Prime Minister (2020)
Prime Minister (2020)
Prime Minister (2020)
Focus on promoting:
cultural tourism
heritage values
national identity
Focus on promoting:
cultural tourism
heritage values
national identity
Focus on promoting:
cultural tourism
heritage values
national identity
Create new approaches by using technology in tourism, for example: storytelling through 3D mapping.
Create new approaches by using technology in tourism, for example: storytelling through 3D mapping.
Hanoi has many potentials in promoting the country’s cultural tourism.
Hanoi has many potentials in promoting the country’s cultural tourism.
Hanoi has many potentials in promoting the country’s cultural tourism.
>1000 years
>1000 years
>1000 years
of being Vietnam’s capital city
of being Vietnam’s capital city
of being Vietnam’s capital city
~6000
~6000
~6000
historical relics
historical relics
historical relics
>1350
>1350
>1350
traditional craft villages
traditional craft villages
traditional craft villages
The challenge is
The challenge is
The challenge is
Although the number of tourists visiting Hanoi is #2 in the nation, the average time they spend there is only 2.5 days, substantially shorter than that in other tourism-focused cities.
Although the number of tourists visiting Hanoi is #2 in the nation, the average time they spend there is only 2.5 days, substantially shorter than that in other tourism-focused cities.
Although the number of tourists visiting Hanoi is #2 in the nation, the average time they spend there is only 2.5 days, substantially shorter than that in other tourism-focused cities.
Discover
Discover
Discover
RESEARCH QUESTIONS
RESEARCH QUESTIONS
What is the reason for spending such short time in Hanoi?
How might we motivate tourists to go to Hanoi, especially its cultural attractions?
How might we help ease tourist’s travel process?
What is the reason for spending such short time in Hanoi?
How might we motivate tourists to go to Hanoi, especially its cultural attractions?
How might we help ease tourist’s travel process?
What is the reason for spending such short time in Hanoi?
How might we motivate tourists to go to Hanoi, especially its cultural attractions?
How might we help ease tourist’s travel process?
TARGET USER
TARGET USER
Independent tourists
Cultural places’ visitors
Age range from 18 to 35 (the most popular age range of Hanoi’s tourist)
Independent tourists
Cultural places’ visitors
Age range from 18 to 35 (the most popular age range of Hanoi’s tourist)
Independent tourists
Cultural places’ visitors
Age range from 18 to 35 (the most popular age range of Hanoi’s tourist)
METHODS
METHODS
Desk research
Competitor analysis
Survey
In-depth interviews
Desk research
Competitor analysis
Survey
In-depth interviews
Desk research
Competitor analysis
Survey
In-depth interviews
5 competitors
120 responds
5 interviewees
5 competitors
120 responds
5 interviewees
5 competitors
120 responds
5 interviewees
Key findings
Key findings
~30%
~30%
~30%
tourists spend a short amount of time in Hanoi
tourists spend a short amount of time in Hanoi waiting to
waiting to transfer to other cities, which leads to a low average length of stay compared to other tourism cities.
transfer to other cities, which leads to a low average length of stay compared to other tourism cities.
tourists spend a short amount of time in Hanoi waiting to transfer to other cities, which leads to a low average length of stay compared to other tourism cities.
VNAT (2024)
VNAT (2024)
100%
100%
100%
of participants need to use maps at some point during their travel, regardless of whether they are international tourists, domestic tourists or Hanoi residents.
of participants need to use maps at some point during their travel, regardless of whether they are international tourists, domestic tourists or Hanoi residents.
of participants need to use maps at some point during their travel, regardless of whether they are international tourists, domestic tourists or Hanoi residents.
84%
84%
84%
of participants use social platforms to research places to visit. Google (76%) and word of mouth (55%) are the second and third most used methods.
of participants use social platforms to research places to visit. Google (76%) and word of mouth (55%) are the second and third most used methods.
of participants use social platforms to research places to visit. Google (76%) and word of mouth (55%) are the second and third most used methods.
THE ADVANTAGES
THE ADVANTAGES
THE ADVANTAGES
Information can be found actively (searching) and passively (scrolling on newsfeed/for you page, ads, etc.).
Information can be found actively (searching) and passively (scrolling on newsfeed/for you page, ads, etc.).
Information can be found actively (searching) and passively (scrolling on newsfeed/for you page, ads, etc.).
Can hear other travelers’ review to know if the place is worth it. -> Social influence also plays a part in users' decisions.
Can hear other travelers’ review to know if the place is worth it. -> Social influence also plays a part in users' decisions.
Can hear other travelers’ review to know if the place is worth it. -> Social influence also plays a part in users' decisions.
THE DOWNSIDES
THE DOWNSIDES
THE DOWNSIDES
Information is posted on the official social accounts rather than being aggregated in one place.
Information is posted on the official social accounts rather than being aggregated in one place.
Information is posted on the official social accounts rather than being aggregated in one place.
The algorithm only provide information when the event has ended or participants have returned from the trip.
The algorithm only provide information when the event has ended or participants have returned from the trip.
The algorithm only provide information when the event has ended or participants have returned from the trip.
Target users are divided into 4 personas. Hanoi’s independent tourist (international and domestic) is chosen as the primary target user as they meet many obstacles before and during travel. Solving these problems is one way to help tourists to enjoy Hanoi the fullest.
Target users are divided into 4 personas. Hanoi’s independent tourist (international and domestic) is chosen as the primary target user as they meet many obstacles before and during travel. Solving these problems is one way to help tourists to enjoy Hanoi the fullest.
Target users are divided into 4 personas. Hanoi’s independent tourist (international and domestic) is chosen as the primary target user as they meet many obstacles before and during travel. Solving these problems is one way to help tourists to enjoy Hanoi the fullest.
Hanoi resident is chosen as the secondary target user. They also face some similar problems as tourists. One distinctive feature of this persona is that they are located in Hanoi and have the ability to update the latest information to other users.
Hanoi resident is chosen as the secondary target user. They also face some similar problems as tourists. One distinctive feature of this persona is that they are located in Hanoi and have the ability to update the latest information to other users.
Hanoi resident is chosen as the secondary target user. They also face some similar problems as tourists. One distinctive feature of this persona is that they are located in Hanoi and have the ability to update the latest information to other users.
Tourists have limited time but want to visit many places. Both have their own problems during the research and planning phase. Hence, they need help to develop their own travel plans.
Tourists have limited time but want to visit many places. Both have their own problems during the research and planning phase. Hence, they need help to develop their own travel plans.
Tourists have limited time but want to visit many places. Both have their own problems during the research and planning phase. Hence, they need help to develop their own travel plans.
This persona only visits places occasionally, but is able to visit anytime. They can share their own experiences and Hanoi’s latest news to inform other tourists.
This persona only visits places occasionally, but is able to visit anytime. They can share their own experiences and Hanoi’s latest news to inform other tourists.
This persona only visits places occasionally, but is able to visit anytime. They can share their own experiences and Hanoi’s latest news to inform other tourists.
Although also a tourist, this persona has little motivation to visit places and join activities due to the short stay. Therefore, in this stage, I will not focus on this persona.
Although also a tourist, this persona has little motivation to visit places and join activities due to the short stay. Therefore, in this stage, I will not focus on this persona.
Although also a tourist, this persona has little motivation to visit places and join activities due to the short stay. Therefore, in this stage, I will not focus on this persona.
To better stand the problems my users might face in their trip, participants’ travel processes are visualized into 2 user journey maps below.
To better stand the problems my users might face in their trip, participants’ travel processes are visualized into 2 user journey maps below.
To better stand the problems my users might face in their trip, participants’ travel processes are visualized into 2 user journey maps below.
At each stages of a travel journey, especially Research & planning and Go to location, tourists need to use various platforms/touch points to satisfy their needs. This cause the process to be less enjoyable, meanwhile, traveling should be relaxing and delightful.
At each stages of a travel journey, especially Research & planning and Go to location, tourists need to use various platforms/touch points to satisfy their needs. This cause the process to be less enjoyable, meanwhile, traveling should be relaxing and delightful.
At each stages of a travel journey, especially Research & planning and Go to location, tourists need to use various platforms/touch points to satisfy their needs. This cause the process to be less enjoyable, meanwhile, traveling should be relaxing and delightful.
MISSION STATEMENT
An all-in-one application assisting in every stages of travel: A-to-Z Hanoi cultural attractions database, intuitive maps and social feeds to connect with other travelers.
MISSION STATEMENT
An all-in-one application assisting in every stages of travel: A-to-Z Hanoi cultural attractions database, intuitive maps and social feeds to connect with other travelers.
MISSION STATEMENT
An all-in-one application assisting in every stages of travel: A-to-Z Hanoi cultural attractions database, intuitive maps and social feeds to connect with other travelers.
VISION STATEMENT
Solve all travel obstacles for tourists to enjoy Hanoi the fullest. Contribute to bolstering Hanoi’s tourism scene by motivating users to visit the city’s attractions.
VISION STATEMENT
Solve all travel obstacles for tourists to enjoy Hanoi the fullest. Contribute to bolstering Hanoi’s tourism scene by motivating users to visit the city’s attractions.
VISION STATEMENT
Solve all travel obstacles for tourists to enjoy Hanoi the fullest. Contribute to bolstering Hanoi’s tourism scene by motivating users to visit the city’s attractions.
Solutions
Solutions
Solutions
#1. A database and a social platform for visitors
#1. A database and a social platform for visitors
#1. A database and a social platform for visitors
Provide both a social feeds where they can passively engage with other travelers’ experience and an explore tab where users can actively search for all tourist attractions and upcoming events around the city. When users read a review of an interesting place, they can visit that location’s page to get more detailed information and save it to their travel map without switching apps.
Provide both a social feeds where they can passively engage with other travelers’ experience and an explore tab where users can actively search for all tourist attractions and upcoming events around the city. When users read a review of an interesting place, they can visit that location’s page to get more detailed information and save it to their travel map without switching apps.
Provide both a social feeds where they can passively engage with other travelers’ experience and an explore tab where users can actively search for all tourist attractions and upcoming events around the city. When users read a review of an interesting place, they can visit that location’s page to get more detailed information and save it to their travel map without switching apps.
#2. Intuitive map for planning and navigating
#2. Intuitive map for planning and navigating
#2. Intuitive map for planning and navigating
Provide a Hanoi tourism map with all the attractions. This is helpful when users need to schedule their trips by grouping nearby locations together. When tourists need to navigate to their destination, it also comes in handy.
Provide a Hanoi tourism map with all the attractions. This is helpful when users need to schedule their trips by grouping nearby locations together. When tourists need to navigate to their destination, it also comes in handy.
Provide a Hanoi tourism map with all the attractions. This is helpful when users need to schedule their trips by grouping nearby locations together. When tourists need to navigate to their destination, it also comes in handy.
#3. Gamification features to motivate users
#3. Gamification features to motivate users
#3. Gamification features to motivate users
Gamification is the act of using game elements in non-game contexts to enhance services, engage users, and solve user problems (Deterding et al., 2011; Huotari and Hamari, 2012; Zichermann and Cunningham, 2011). In this application, I implement gamification features with the vision to motivate users to visit Hanoi’s key attractions, share their experience and return to Hanoi.
Gamification is the act of using game elements in non-game contexts to enhance services, engage users, and solve user problems (Deterding et al., 2011; Huotari and Hamari, 2012; Zichermann and Cunningham, 2011). In this application, I implement gamification features with the vision to motivate users to visit Hanoi’s key attractions, share their experience and return to Hanoi.
Gamification is the act of using game elements in non-game contexts to enhance services, engage users, and solve user problems (Deterding et al., 2011; Huotari and Hamari, 2012; Zichermann and Cunningham, 2011). In this application, I implement gamification features with the vision to motivate users to visit Hanoi’s key attractions, share their experience and return to Hanoi.
The main game mechanics of Hanoi Local:
Users will take on the role of a collector, gathering stamps by visiting Hanoi’s key attractions.
For each time users visit a cultural place, they will receive a check-in point to compete in weekly honor board.
Reward users with badges for visiting attractions, rating places and contributing to the app.
The main game mechanics of Hanoi Local:
Users will take on the role of a collector, gathering stamps by visiting Hanoi’s key attractions.
For each time users visit a cultural place, they will receive a check-in point to compete in weekly honor board.
Reward users with badges for visiting attractions, rating places and contributing to the app.
The main game mechanics of Hanoi Local:
Users will take on the role of a collector, gathering stamps by visiting Hanoi’s key attractions.
For each time users visit a cultural place, they will receive a check-in point to compete in weekly honor board.
Reward users with badges for visiting attractions, rating places and contributing to the app.
Other mechanics are also built based on Yukai Chou’s Octalysis Framework, which consists of 8 Core Drives within the human mind that motivates them towards decisions and activities.
Other mechanics are also built based on Yukai Chou’s Octalysis Framework, which consists of 8 Core Drives within the human mind that motivates them towards decisions and activities.
Other mechanics are also built based on Yukai Chou’s Octalysis Framework, which consists of 8 Core Drives within the human mind that motivates them towards decisions and activities.
UI Concept
UI Concept
UI Concept
Blending tradition with contemporary appeal
Blending tradition with contemporary appeal
Integrating Hanoi’s cultural imprints into young, playful interfaces
Integrating Hanoi’s cultural imprints into young, playful interfaces
Hanoi Local’s primary colors are characteristic of Hanoian streets, rendered in more vibrant shades for a sense of joy.
Hanoi Local’s primary colors are characteristic of Hanoian streets, rendered in more vibrant shades for a sense of joy.
Hanoi Local’s primary colors are characteristic of Hanoian streets, rendered in more vibrant shades for a sense of joy.
The display typeface is inspired by old advertising boards, while the body typeface is rounded and clean, adding to the youthful feel.
The display typeface is inspired by old advertising boards, while the body typeface is rounded and clean, adding to the youthful feel.
The display typeface is inspired by old advertising boards, while the body typeface is rounded and clean, adding to the youthful feel.
Use traditional symbols, such as the conical hat for craft villages, the multicolored festival flag for events, or the Lạc bird for museums.
Use traditional symbols, such as the conical hat for craft villages, the multicolored festival flag for events, or the Lạc bird for museums.
Use traditional symbols, such as the conical hat for craft villages, the multicolored festival flag for events, or the Lạc bird for museums.
Highlight prominent cultural attractions in maps with illustrations.
Highlight prominent cultural attractions in maps with illustrations.
Highlight prominent cultural attractions in maps with illustrations.
ACHIEVEMENT
ACHIEVEMENT
My project, “A Research of Gamification in Design and its Application to Design a Cultural Tourism Map Application”, earned the highest score in UX/UI council and the second highest across four graduation councils 🏆. A proud milestone marking the end of my undergraduate journey in Multimedia Technology at PTIT!
My project, “A Research of Gamification in Design and its Application to Design a Cultural Tourism Map Application”, earned the highest score in UX/UI council and the second highest across four graduation councils 🏆. A proud milestone marking the end of my undergraduate journey in Multimedia Technology at PTIT!
My project, “A Research of Gamification in Design and its Application to Design a Cultural Tourism Map Application”, earned the highest score in UX/UI council and the second highest across four graduation councils 🏆. A proud milestone marking the end of my undergraduate journey in Multimedia Technology at PTIT!
