PHAM MINH ANH – HE163433

1. Target audience

The Sinh Tourist's primary target audience consists of the following detailed demographics,
interests, and potential needs:

Demographics:

 Age:
oPrimarily young adults (20-35 years old) who are either solo travelers, couples, or
small groups of friends.
o Secondary audience includes middle-aged travelers (35-50 years old), often
families or more seasoned travelers seeking convenience.
 Nationality:
o International Tourists: Predominantly from Western countries (Europe, North
America, Australia) and East Asia (Japan, South Korea).
o Domestic Travelers: Vietnamese nationals exploring their own country, often on
short vacations or long weekends.
 Income Level:
o Primarily budget to mid-range income travelers who prioritize cost-effective
travel options.
o A mix of students, young professionals, and budget-conscious families.
 Travel Experience:
o Many are first-time visitors to Southeast Asia looking for structured itineraries.
o Also includes repeat travelers seeking to explore new regions with the
convenience of pre-arranged services.

Interests:

 Cultural and Historical Exploration:

o Interested in visiting UNESCO World Heritage sites, local markets, historical
landmarks, and cultural festivals.
 Nature and Adventure:
o Enthusiastic about outdoor activities such as trekking, hiking, and boat tours in
scenic locations like Ha Long Bay, Sapa, and the Mekong Delta.
 Authentic Local Experiences:
o Seek opportunities to interact with local communities, enjoy local cuisine, and
experience traditional customs and lifestyles.
 Convenience and Simplicity:
o Prefer all-inclusive packages that cover transportation, accommodation, and
guided tours, minimizing the need for independent planning.

Potential Needs:
  Reliable and Affordable Travel Solutions:
o Expect cost-effective and transparent pricing with no hidden fees, covering
essential travel needs like transportation, accommodation, and meals.
 Comprehensive and Flexible Tour Packages:
o Look for customizable itineraries that allow for flexibility in schedule and
destination choices, catering to different travel durations and interests.
 Safety and Support:
o Prioritize safety and security, especially when navigating unfamiliar destinations.
Expect 24/7 customer support, clear communication, and reliable services.
 Multilingual Services:
o Require language support in English and potentially other languages like French,
German, or Chinese to navigate tours and communicate with guides.
 Ease of Booking and Accessibility:
o Seek user-friendly online booking platforms with detailed information on tour
packages, clear cancellation policies, and various payment options.
 Community and Social Sharing:
o Interested in social media engagement, sharing experiences, and reading reviews
from other travelers before booking.

The Sinh Tourist’s offerings are tailored to meet the needs of these travelers by providing well-
organized, affordable, and accessible tours that cover popular destinations in Vietnam and the
surrounding region.

2. Major usability issues

a. Navigation System:

 Issue: The navigation menu is cluttered and overwhelming, with too many subcategories
and options presented at once.
 Impact: Users may struggle to find relevant information quickly, leading to frustration
and potentially abandoning the site. Streamlining the menu or using dropdowns for better
organization could improve the user experience.

b. Content Relevance & Logic:

 Issue: The content on the homepage lacks a clear focus, with mixed tour options and
services scattered throughout.
 Impact: This makes it difficult for users to identify the most relevant tours or services for
their needs, reducing the overall effectiveness of the site. Grouping content by categories
or user intent could enhance clarity.

c. Effectiveness and Efficiency of Functions:

 Issue: The booking and search functions are not prominently displayed, requiring users
to scroll or search to find them.
  Impact: This inefficiency can deter users from completing bookings, as they may find
the process cumbersome. Making these functions more accessible, such as by placing
them prominently on the homepage, would improve conversion rates.

Overall Impact on User Experience:

 Complex navigation and disorganized content hinder users from quickly finding the
information they need, leading to potential frustration and loss of business.
 Improving the layout, simplifying navigation, and making key functions easily
accessible would enhance user satisfaction and increase the likelihood of successful
bookings.

3. Key Highlights of the Redesign

 Simplified Navigation: Streamlined menu structure with clear categories (e.g., "Tours,"
"Destinations," "Book Now") to improve ease of use and quick access to key information.
 Clean Layout and Visual Hierarchy: A minimalist design with ample white space, clear
headings, and consistent use of color to enhance readability and guide users through the site
intuitively.
 Prominent Call-to-Actions (CTAs): Strategically placed CTAs like "Book Now" and
"Explore Tours" to encourage user engagement and improve conversion rates.
 Enhanced Search and Filtering Options: Advanced search bar and filters on the tour pages
to allow users to quickly find specific tours based on their preferences (e.g., destination,
duration, price).
 Mobile Responsiveness: Ensuring that the design is fully responsive, offering a seamless
experience across devices, particularly for users on smartphones and tablets.
 User-Friendly Booking Process: A simplified, step-by-step reservation process with
progress indicators to reduce friction and enhance the booking experience.

4. Wireframe

a. Homepage:

 Design Elements:
o Header: Simplified navigation with clear categories: Home, Tours, Destinations,
Reservations.
o Hero Section: Large, inviting banner with a search bar and prominent CTA
buttons ("Explore Tours," "Book Now").
o Featured Tours: A grid layout showcasing popular tours with images, brief
descriptions, and "View Details" buttons.
o Testimonials: Carousel of customer reviews to build trust.
o Footer: Essential links, contact information, and social media icons.

b. Tour Ticket List Page:

 Design Elements:
 o Filters and Search: Sidebar with filters for destination, duration, price, and type
of tour.
o Tour Listings: List of tours in a grid or list view, with images, key details (price,
duration), and a "View Details" button.
o Pagination: Easy navigation between pages.

c. Tour Ticket Details Page:

 Design Elements:
o Tour Overview: Large image banner with tour title, rating, and key information
(price, duration, availability).
o Detailed Description: Tabbed layout for itinerary, inclusions/exclusions, and
reviews.
o Booking Section: Prominent "Book Now" button with a price summary and date
picker.

d. Tour Destination Page:

 Design Elements:
o Destination Overview: Hero image with a brief introduction to the destination.
o Tours Available: List of tours related to the destination, similar to the Tour
Ticket List Page.
o Explore More: Links to related destinations or travel tips.

e. Reservation Page:

 Design Elements:
o Step-by-Step Process: Clear progress bar indicating booking steps (Select Tour,
Enter Details, Payment, Confirmation).
o Form Layout: User-friendly forms for personal details and payment information.
o Summary and Confirmation: Summary of booking details with a final "Confirm
Reservation" button.

5. Clickable prototype