CheneHe

Project Overview

Explore Chongqing with Li is a boutique tour service specializing in highly personalized travel experiences. The business model is centered entirely on converting curious website visitors into qualified leads by encouraging them to book a one-on-one consultation with the founder, Li.

While the original self-built website had rich content, it failed to act as a professional sales tool. As the sole UX/UI Designer, my role was to overhaul the site to establish credibility and streamline the path to this single, crucial conversion goal. Both desktop and mobile phone.

My Role

End-to-end UX/UI design: research, wireframing, visual design, prototyping, and no-code implementation using Framer.

My Role

End-to-end UX/UI design: research, wireframing, visual design, prototyping, and no-code implementation using Framer.

Year

2025

Timeline

3 months

Tools

Figma, Framer, Adobe Photoshop, Zoom (for user testing), Notion, Paper + Pencil

Original Design

Redesign

DESIGN PROCESS

Research & Anaysis

Concept Design

Prototyping & Testing

Iteration & Implemention

RESEARCH & ANALYSIS

Research Summary

The original site suffered from critical UX issues that eroded user trust and created a confusing experience:

Problem 1: Cognitive Overload: Key tour information (itineraries, pricing, options) was buried in dense, unstructured text blocks, making comparison difficult.

Problem 2: Broken Conversion Path: The site offered multiple, inconsistent calls-to-action (CTAs) like "Chat," "Book consultation," and "Let's CHAT." This ambiguity left users unsure of the official first step, leading to high drop-off rates.

Promblem 3: Inconsistent visual design, mixed typography, and poor mobile responsiveness damaged the site's professional appearance, preventing users from trusting the premium service offered.

The Goal

Redesign the website to enhance clarity, build trust, and achieve a significant increase in qualified consultation bookings.

Concept Design

Prototyping & Testing

Chene He

chene.he0382@gmail.com

Chene He

Chene He