TAGTHAi Pass
Website Redesign & Mobile Application
A comprehensive redesign of TAGTHAi’s website to enhance usability, streamline user flows, and align with traveler behaviour. This project focused on improving visual hierarchy and mobile responsiveness to deliver a seamless experience across platforms.
Project Overview
TAGTHAi Pass Website Redesign is the website design development that aims to tackle user pain points from real user feedback.
Previously, users find the experience difficult to understand the concept of TAGTHAi Pass, and usually struggles with overwhelmed information regarding the benefits of Pass they can redeem, following the suggested itinerary. Promotion sections are not easily noticeable to see and apply, which impacts on the limited act of user purchase.
The redesign project would like to enhance user experience in terms of a seamless product browsing and purchase journey, which at the end can generate more income to the company, balancing the user and business needs simultaneously.
Product
TAGTHAi Pass Website Redesign
Role
Product Designer
Duration
1.5 months
Responsibility
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Came up with user research regarding user feedback for the existing Pass journey experience
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Collaborated with other designers and business teams to create a new solution for website design that corresponds to user pain points
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Collaborated with developers in product optimisation to provide the most seamless user experience
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Came up with UX copy & design that provide digital solutions to users to complete their tasks as fast & convenient as possible
Development
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Developed knowledge of product and marketing strategy in how to make users finish purchase journey as fast as possible
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Developed knowledge on structure of travel product website redesign
Design Development 📍
Showcasing the TAGTHAi Pass redesign, this transformation enhances usability, clarity, and visual appeal to improve user experience and engagement.
Why did we redesign the TAGTHAi website?
Users are unable to make a purchase easily from the website: the sales of Pass conversion rate is very low compared to the sales in the application
Users cannot find the organic reviews from the website, which makes the product unattractive for targeted customers (foreign travellers)
TAGTHAi product shelf and product details are unorganised and scattered which limits the way to convey storytelling or messages as we desire to customers
Users are unable to find promotion sections. Normally, TAGTHAi customers are very price-sensitive. Limited visual elements of promotion doesn't attract users to purchase TAGTHAi products on the website.
Users find it difficult to digest Pass product details (e.g., the suggested itinerary, product highlight, attraction pictures, etc.), and are confused with the concept of 'Pass'
Design Comparison: Before & After Design Solutions
Below is the comparison of the old and new design of TAGTHAi Pass Journey website.
📎 Pass Landing
📎 What's TAGTHAi Pass? & All About Pass
📎 Pass Details
⭐️ Responsive Design - Mobile Web-View
TAGTHAi Pass Overview ✈️ 🎟️
An all-in-one digital travel pass that lets tourists explore top attractions, activities, and local experiences in Thailand at a fixed price.
Project Overview
TAGTHAi Pass is a digital travel pass that provides travellers with access to a variety of experiences, attractions, and services across Thailand. It offers a convenient, all-in-one solution for tourists to explore destinations with exclusive deals, seamless entry, and cashless transactions via KBank Easy Pay (E-Wallet & Prepaid Card). The Pass includes recommended travel itineraries to suggest key attractions to visit in a day. Additionally, travellers can also buy
e-tickets of other attractions they are interested not included in the Pass along with Pass purchase as well.
Product
TAGTHAi Pass Website Redesign
Role
Product Designer
Duration
1.5 months
Responsibility
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Help support UX/UI permutations during an implementation phase, reducing the development gap of missing user journey cases that were not developed in the previous phase
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Oversee and align customer issues that are gathered from the Operation and Merchant team to develop user flows, solving user pain points, and create more seamless E2E customer journey, from digital to real-life product experience (pre-purchase to post-purchase)
Development
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Developed knowledge of product and marketing strategy in how to make users finish purchase journey as fast as possible
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Developed knowledge of E2E customer journey and learned user feedback from the customer operation team in order to solve the wholistic customer experience
User Flow Examples 📱
A showcase of intuitive user flows, mapping seamless interactions that enhance usability and guide users toward their goals effortlessly.
Pass Purchase Flow
This flow aims to let users create their own personalised itinerary by selecting options interests or travel preferences. The Google Cloud AI’s will map the token & information of travel destinations & events from TAGTHAi database, and generate a travel plan to users based on selected interests at the first stage.
Pass & Benefit Redemption Flow
This flow helps navigate users to finish their purchase of a travel pass or e-ticket from the AI-suggested itinerary. Users can add details of other travellers who they travel together for booking/purchase confirmation, and after the purchase, they can send the tickets to their friends or family to prepare for the travel.
Reservation Flow
This flow helps navigate users to finish their purchase of a travel pass or e-ticket from the AI-suggested itinerary. Users can add details of other travellers who they travel together for booking/purchase confirmation, and after the purchase, they can send the tickets to their friends or family to prepare for the travel.
