UX/UI proposal for the destination portal of Rete Sviluppo Turistico Costa d'Amalfi.
Testing & UX
Dec 2020 - Jan 2021
While absent-mindedly scrolling through my Facebook wall on a December evening (2020), I noticed an ad by Zooppa inviting UX Designers in Italy to participate in a contest for the Amalfi Coast.
Without thinking twice, I clicked on the post and read the project brief. I had more than a month to submit the proposal. I thought to myself "What are you waiting for? Open Figma and get busy!".
As I mentioned before, the contest required the design of a destination portal whose main objective was to bring together the whole offer of the Amalfi Coast, including the pages of a book not yet read, the places off the mental radar, the minor heritage. unread pages of a book, places off the mental radar, minor heritage.
Read the full contest brief.
For the design of the portal, I took the following websites as reference:
My proposal was designed to facilitate the navigation new users (of age and of different nationalities), who do not know the Amalfi Coast and who need to find advice and inspiration to plan their stay.
My proposal was also aimed at those who are familiar with the Amalfi Coast (over 18s and of different nationalities) and need to book a stay in a simple and secure way to try out new experiences.
Read the full presentation of my proposal.
My idea was to realize the Authentic Amalfi Coast Portal as a Progressive Web App, so that the best qualities of a website and those of the well-known native apps are combined in a single 'product'.
In particular, I wanted to exploit the app-like behaviour of PWAs:
Navigation has two menus:
an exploratory (main) menu that allows you to find:
an operational (secondary) menu that allows to:
I chose two Google Fonts (a requirement of the brief):
For the colours, I chose a palette ranging from blue to bright green, both to call to mind the seaside ambience of the Coast and to stay in line with the current authenticamalficoast.it website.
I proposed some further developments to be developed in a possible 'phase 2':
From mobile, the Explore function could be enabled (e.g. in the secondary menu) which, with the help of Augmented Reality, allows points of interest close to the visitor to be highlighted using the smartphone camera.
A virtual tour of a facility or accommodation can be very useful for the visitor to make a more accurate decision. At the same time, this feature allows facility owners to showcase their strengths.
One of the objectives to be achieved is the creation of contents (to be inserted both in the section Scopri la Costiera and in the whole portal) that tell the stories and the people that animate the Coast.
For example, in the accommodations or restaurants we could insert a description made by the owners/managers, who introduce themselves and show themselves in first person to establish a first contact with the future visitors.
An emotional loading page could be designed for users to see when opening the portal while loading content in the background.
Before this project, I had never participated in a UX/UI contest. Most importantly, it was the first time I managed a concept on my own, without someone's supervision.
There were so many aspects to take into account in this project, but surely the most difficult part was to reconcile the client's requests and at the same time find something innovative to propose.
Another very complex aspect was trying to 'read between the lines' of the project brief without being able to talk to the client.
Although my project was not selected, I think this was a really comprehensive design exercise that allowed me to detail all the principles behind my idea.
The good news is that my proposal was included in the shortlist of the 4 best projects among all those competing (about 100). Here is Zoppaa's article about the project and its winner.