TAGTHAi: Design Principles & Corporate Identity
Explores the design principles and corporate identity of TAGTHAi, focusing on the strategic alignment between user experience, visual aesthetics, and brand consistency through research and user feedback.
Product
TAGTHAi Design Principles & Corporate Identity (CI)
Role
UX/UI Designer & Researcher
Project Overview
TAGTHAi (an online tourism application & website) powered by KBANK aims to establish core design principles for the platform to enhance usr experience and ensure consistency across its interface.
This approach is to conduct a user survey to gather insights into preferences, pain points, and expectations regarding using an online travel application and website. Key areas of focus includes mandatory features, usability, aesthetics, and functional efficiency.
Responsibility
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Brainstormed design principle essential keywords that reflect TAGTHAi’s identity, analysed key visuals that will be suitable for effective communication to customers
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Conducted a survey to gain insights of customer understandings including pain points, purposes of use, and expectations of a travel application
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Analysed raw data and made a summary report to propose design principles to C-level executives
Development
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Developed knowledge regarding corporate identity that why design principles are necessary and what problems they should solve
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Got to review brand guidelines, user feedback, and analysed existing design patterns to find opportunities for improvement
Tools
Figma, Miro, Google Form
Duration
3 weeks
Brainstorming Keywords, Survey Questions, & Key Visuals 🎨
Exploring the creative process behind UX research and design—defining key themes, crafting survey questions for user insights, and developing visuals that enhance engagement and usability.
Objectives
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To understand customer insights regarding preferences of travelling, pain points, and expectations of using an online travel platform
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To identify the right approach to take on for future application development which is resulted from design principles
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To find out the company standpoint that will match customer expectations
Target Users
A foreign travellers aged between 18-37 who had recently had a trip, and might have used online travel platforms
Design Principles Survey 📝
Gathering user insights to validate and refine design principles, ensuring an intuitive, user-centered experience that aligns with best practices and user expectations.
Questions
9 questions
Link to a questionnaire: Understanding Tourist Perspectives and Preferences on Travel Applications
Sample Questions
Research Data Analysis 🧐
Transforming raw user data into meaningful insights through analysis, uncovering patterns, pain points, and opportunities to inform design decisions.
Participants
41 people
Overview
Gather and categorise raw data, summarise, and make analysis from the answers of targeted customers.
The analysis sections include sorted categories of raw data, overview summary, and feature development approach.
Overview Summary
Feature Development Approach
Data Analysis
Design Principles Summary Report 📑
A concise overview of key design principles, guiding decisions to create user-friendly, visually cohesive, and effective digital experiences.
Report Summary
This report outlines the core design principles established through research and user insights, ensuring a consistent, intuitive, and aesthetically pleasing experience.
By following these principles, the design system and experience maintain coherence while adapting to evolving user needs and business objectives.
Appendix
To study and analyse the sample used cases of design principles of notable brands, and understand how design principles reflect on products and services of the brand.
The brands selected include: Netflix and Xiaomi.
