Helping Muslims Travel Better, Faster
COMPANY
Have Halal Will Travel
ROLE
Lead UX Designer & Researcher
EXPERTISE
UX/UI Design
YEAR
2023
Curious Core — 2023
Helping Muslims Travel Better And Faster
CLIENT
Have Halal Will Travel
ROLE
Lead UX Designer & Researcher
EXPERTISE
UX Design
Research
YEAR
2023
Curious Core — 202325
Helping Muslims Travel Better And Faster
CLIENT
Have Halal Will Travel
ROLE
Lead UX Designer & Researcher
EXPERTISE
UX Design
Research
YEAR
2023
Background —
Have Halal Will Travel (HHWT) is the leading muslim travel & lifestyle platform based in Singapore with a market in the SEA region. Their current product is a content-rich website, primarily centred around travel-related articles and content.
Considering their substantial Muslim user base, HHWT is now aiming to extend their scope beyond being just a content website and transition into an all-in-one platform for muslim's travel needs.
My Role —
Led a team of 3, worked closely with Product Manager
Directed project flow through UX design and research
Collaborated closely with stakeholders and team to execute and deliver prototype
Timeline —
4 Weeks sprint | Aug 2023
Skills —
UX Research
UX Design
Competitive Anlysis
Data Analysis
IA
Prototyping
User Interview
Affinity Mapping
Problem
The client came to us and established the following problems that the current website is facing:
Difficulty with increasing user retention time and lowering bounce rates
Users read articles and once they find the information they need, they quickly exit the site
Low engagement on website
Users can only read and then save articles that they like
No means to ask questions on the website
No motivation to sign up for an account
User experience on the website is lacking
Users encounter navigation difficulties on the website
How to ease the experience of scrolling through long form article format
“How might we enhance the user experience and boost engagement of Have Halal Will Travel website so that muslims will use it as a go-to resource for all their travelling needs?”
Goal
To increase retention time and lower bounce rates from 80% to 70%
To increase engagement on website and allow users to interact with the community
To improve overall user experience by aligning information architecture with user behaviours in asking, searching, and browsing
Feel free to see our prototype in action here!
See HHWT Protoype
Our Research Process
Analytics Review
Analysed Google Analytics and Hotjar recordings to identify behavioural patterns, findability issues, ad placement friction, and scrolling fatigue across key pages.
User Interview
Spoke with 3 Muslim travellers to understand their travel needs, pain points, and frustrations, observed their site usage, and asked for suggestions on integrating a community aspect.
Affinity Mapping
Grouped insights from both data and interviews into themes, including destination-first thinking, lack of clear next actions, and demand for community-driven recommendations.
Prioritisation Matrix
Categorised findings into IA improvements, design features, and content rules, then plotted them by impact and feasibility to decide what to focus on within project constraints.
Our Design Solutions
01
Destination Page
Expanding to 3 destination pages to improve categorisation and hierarchy
Main destination page : users will be led here when they click on ‘Destinations’ in the navbar
Country specific destination page (i.e Japan)
City specific destination page (i.e Tokyo)
Our research shows users struggle with the old destination page; they prefer to start with a country-first approach and then narrowing down to specific cities.
02
Homepage
Leading users to more content by allowing them to search
Actionable Prompts
These prompts are designed to guide users who visit the homepage with the intention of exploring further, directing them to different parts of the site.
Centralised Search Bar
To enhance accessibility, the search bar is now prominently centered on the page, instead of being in the left-hand corner.
03
Destination Page
Increase findability of content for users who browse
Country Specific Destination Page > Itinerary
Placing the itinerary on the country destination page ensures a more central and contextually relevant experience, improving user engagement and easier reference.
City Specific Destination Page > Article Categorisation
Following HHWT's travel taxonomy of Eat, See & Do, and Stay, we've organised articles to help users easily find inspiration to include in their itineraries.
04
Article Content Page
Allowing users to ask all their questions natively
Previously HHWT struggle with updated information and users have no means to ask / clarify on site.
We introduced a community forum to let users update information or seek community opinions, therefore enhancing engagement and interaction.
05
Article Content Page
Improve content browsing experience
Summary Feature
The summary feature addresses scrolling fatigue and provides rapid information access, making HHWT an on-the-go resource beyond trip planning.
Setting Ad Constraints
Our research showed sporadic ads disrupt user experience; we chose banner ads as it offer a less intrusive and space-efficient revenue solution
06
Homepage
Personalising the experience
Dynamic Content
Dynamic sections like "Latest Stories" and "Trending Destinations" will refresh with trending content, enhancing engagement and boosting user retention.
Personalisation of content
To boost signups, the homepage is customised: new visitors see general content, while logged-in users receive personalised recommendations based on their engagement, enhancing their experience.
Reflections
Project Takeaways
Embracing Agile to Manage Time and Quality
The team spent about 1.5 weeks designing and delivering a high-quality prototype. Adopting a more agile methodology could have helped allocate time more effectively, preventing burnout and ensuring we didn't overextend ourselves.
Navigating Constraints in User Research
Although 200 users were willing to participate in interviews, only 19 were selected by the client, with just 3 responding. A larger pool would have deepened user understanding. Time constraints prevented user testing to validate assumptions and prototype effectiveness in enhancing user experience, leaving recommendations based solely on insights, not user feedback.
Personal Takeaways
Delegate and Communicate More
Initially, team communication was poor, leading me to take on too much until I realised the need for explicit delegation.
Clarifying Early to Avoid Delays
We had to pivot significantly due to broad scope and overwhelming focus areas, causing delays. In hindsight, earlier check-ins with stakeholders could have ensured ample project time.
Never Assume
I need to consistently communicate with my team and stakeholders to avoid assumptions, as I'm prone to them. Managing this will ensure research provides deeper insights than I might anticipate.
Key Learnings From Research
Analytics Review
Analysis of Google Analytics and Hotjar recordings, we've identified the following key insights of user behaviour challenges.
These insights guide us on revamping the website's information architecture (IA).
01 — Findability issues
Users exhibited uncertainty about how to navigate the destination and itinerary page : often can't find what they need in either page
02 — Ad placements
Ad placements are too sporadic and interfere with user experience. Most users drop off after the 2nd pop-up ad interaction
03 — Scrolling Fatigue
Users read the entire article and scroll back up to find listings they're interested in, which proved to be tedious
User Interview
We conducted 3 user interviews to gain a better understanding of the travel needs of muslims, their pain point and frustrations.
Additionally, we observed their site usage, collected their suggestions for improving the overall user experience, and sought their opinions on integrating a community aspect.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
Main Takeaways From Research
Navigation & findability issues on key pages
Users bounce off from the site out of frustration and HHWT struggle with retention
Users leaving the HHWT ecosystem
They turn to external Google searches, since information isn't updated or extensive enough, with no way to ask or clarify on-site.
Users want to be led to information faster
Especially on article content pages, without having to experience scrolling fatigue.
Ideation
Affinity Mapping
Grouped insights from both data and interviews into themes, including destination-first thinking, lack of clear next actions, and demand for community-driven recommendations.
01 — Destination
Users will generally think about the country first before narrowing down to the cities i.e. Japan first and then Tokyo
02 — Lack of Action
Resources are overwhelming, users don’t know what they’re supposed to do on the page
03 / User Engagement
Recommendations from muslims based in different countries and interaction with the community
04 / Summary Button
Summary button suggestions were brought up as it will direct users faster without having to scroll so much
Prioritisation Matrix
We grouped our affinity map insights into three categories: IA improvements, design features, and content rules, placing them on a prioritisation matrix based on feasibility and impact.
This helps us to pinpoint key areas of focus. We also documented future suggestions that emerged but couldn't be incorporated due to project time constraints.
01 / Setting the context
Background —
Background —
Have Halal Will Travel (HHWT) is the leading muslim travel & lifestyle platform based in Singapore with a market in the SEA region. Their current product is a content-rich website, primarily centred around travel-related articles and content.
Considering their substantial Muslim user base, HHWT is now aiming to extend their scope beyond being just a content website and transition into an all-in-one platform for muslim's travel needs.
Have Halal Will Travel (HHWT) is the leading muslim travel & lifestyle platform based in Singapore with a market in the SEA region. Their current product is a content-rich website, primarily centred around travel-related articles and content.
Considering their substantial Muslim user base, HHWT is now aiming to extend their scope beyond being just a content website and transition into an all-in-one platform for muslim's travel needs.
Timeline —
4 Weeks sprint | Aug 2023
Aug 2025 — March 2026
Skills —
UX Design
Content Design
Branding
Design System
Prototyping
Cross-functional
Stakeholder Management
My Role —
My Role —
My Role —
Led a team of 3, worked closely with Product Manager
Directed project flow through UX design and research
Collaborated closely with stakeholders and team to execute and deliver prototype
Led a team of 3, worked closely with Product Manager
Directed project flow through UX design and research
Collaborated closely with stakeholders and team to execute and deliver prototype
Problem
Problem
02 / Establishing the problem
The client came to us and established the following problems that the current website is facing:
The client came to us and established the following problems that the current website is facing:
Users read articles and once they find the information they need, they quickly exit the site
NUS' institutional value and research impact
Difficulty with increasing user retention time and lowering bounce rates
Users read articles and once they find the information they need, they quickly exit the site
No motivation to sign up for an account
Users can only read and then save articles that they like
Users can only read and then save articles that they like
No means to ask questions on the website
Difficulty with increasing user retention time and lowering bounce rates
Low engagement on website
No motivation to sign up for an account
Users encounter navigation difficulties on the website
Users can only read and then save articles that they like
How to ease the experience of scrolling through long form article format
No means to ask questions on the website
Low engagement on website
User experience on the website is lacking
Users encounter navigation difficulties on the website
How to ease the experience of scrolling through long form article format
User experience on the website is lacking
Users read articles and once they find the information they need, they quickly exit the site
Difficulty with increasing user retention time and lowering bounce rates
“How might we enhance the user experience and boost engagement of Have Halal Will Travel website so that muslims will use it as a go-to resource for all their travelling needs?”
“How might we enhance the user experience and boost engagement of Have Halal Will Travel website so that muslims will use it as a go-to resource for all their travelling needs?”
“How might we enhance the user experience and boost engagement of Have Halal Will Travel website so that muslims will use it as a go-to resource for all their travelling needs?”
Research Deepdive
View Solutions
Goal
Goal
To increase retention time and lower bounce rates from 80% to 70%
To increase retention time and lower bounce rates from 80% to 70%
To increase engagement on website and allow users to interact with the community
To increase engagement on website and allow users to interact with the community
To improve overall user experience by aligning information architecture with user behaviours in asking, searching, and browsing
To improve overall user experience by aligning information architecture with user behaviours in asking, searching, and browsing
To increase engagement on website and allow users to interact with the community
Our Research Process
Analytics Review
Analysed Google Analytics and Hotjar recordings to identify behavioural patterns, findability issues, ad placement friction, and scrolling fatigue across key pages.
User Interview
Spoke with 3 Muslim travellers to understand their travel needs, pain points, and frustrations, observed their site usage, and asked for suggestions on integrating a community aspect.
Affinity Mapping
Grouped insights from both data and interviews into themes, including destination-first thinking, lack of clear next actions, and demand for community-driven recommendations.
Prioritisation Matrix
Categorised findings into IA improvements, design features, and content rules, then plotted them by impact and feasibility to decide what to focus on within project constraints.
Feel free to see our protoype in action here!
View HHWT Prototype
03 / Solutions in detail
Our Design Solutions
Our Design Solutions
03 — 01
01
Destination Page
Destination Page
Expanding to 3 destination pages to improve categorisation and hierarchy
Expanding to 3 destination pages to improve categorisation and hierarchy
Our research shows users struggle with the old destination page; they prefer to start with a country-first approach and then narrowing down to specific cities.
Main destination page : users will be led here when they click on ‘Destinations’ in the navbar
Country specific destination page (i.e Japan)
City specific destination page (i.e Tokyo)
Main destination page : users will be led here when they click on ‘Destinations’ in the navbar
Country specific destination page (i.e Japan)
City specific destination page (i.e Tokyo)
Our research shows users struggle with the old destination page; they prefer to start with a country-first approach and then narrowing down to specific cities.
Our research shows users struggle with the old destination page; they prefer to start with a country-first approach and then narrowing down to specific cities.
03 — 02
02
Homepage
Homepage
Homepage
Leading users to more content by allowing them to search
Leading users to more content by allowing them to search
Leading users to more content by allowing them to search
To enhance accessibility, the search bar is now prominently centered on the page, instead of being in the left-hand corner.
Centralised Search Bar
These prompts are designed to guide users who visit the homepage with the intention of exploring further, directing them to different parts of the site.
Actionable Prompts
Centralised Search Bar
To enhance accessibility, the search bar is now prominently centered on the page, instead of being in the left-hand corner.
Actionable Prompts
These prompts are designed to guide users who visit the homepage with the intention of exploring further, directing them to different parts of the site.
03 — 03
03
Destination Page
Destination Page
Increase findability of content for users who browse
Increase findability of content for users who browse
City Specific Destination Page > Article Categorisation
Following HHWT's travel taxonomy of Eat, See & Do, and Stay, we've organised articles to help users easily find inspiration to include in their itineraries.
Country Specific Destination Page > Itinerary
Placing the itinerary on the country destination page ensures a more central and contextually relevant experience, improving user engagement and easier reference.
05
Article Content Page
Improve content browsing experience
Summary Feature
The summary feature addresses scrolling fatigue and provides rapid information access, making HHWT an on-the-go resource beyond trip planning.
Setting Ad Constraints
Our research showed sporadic ads disrupt user experience; we chose banner ads as it offer a less intrusive and space-efficient revenue solution
03 — 04
04
Article Content Page
Article Content Page
Allowing users to ask all their questions natively
Allowing users to ask all their questions natively
Previously HHWT struggle with updated information and users have no means to ask / clarify on site. We introduced a community forum to let users update information or seek community opinions, therefore enhancing engagement and interaction.
Previously HHWT struggle with updated information and users have no means to ask / clarify on site.
We introduced a community forum to let users update information or seek community opinions, therefore enhancing engagement and interaction.
04
06
Career Page
Homepage
Aligning with Natural User Behaviour
Personalising The Experience
Personalising the experience
Dynamic Content
Dynamic sections like "Latest Stories" and "Trending Destinations" will refresh with trending content, enhancing engagement and boosting user retention.
Personalisation of content
To boost signups, the homepage is customised: new visitors see general content, while logged-in users receive personalised recommendations based on their engagement, enhancing their experience.
"Join our Academic Network"
Dynamic Content
For exploratory candidates, we introduced the feature with a Qualtrics form, allowing them to express interest and submit their details without the pressure of immediate application.
Dynamic sections like "Latest Stories" and "Trending Destinations" will refresh with trending content, enhancing engagement and boosting user retention.
Enhanced Filtering Options
Personalisation of content
Including specific filters for transitional educator roles—enable faster, more precise job discovery.
To boost signups, the homepage is customised: new visitors see general content, while logged-in users receive personalised recommendations based on their engagement, enhancing their experience.
03 — 05
05
Article Content Page
Article Content Page
Improve content browsing experience
Improve content browsing experience
The summary feature addresses scrolling fatigue and provides rapid information access, making HHWT an on-the-go resource beyond trip planning.
Summary Feature
The summary feature addresses scrolling fatigue and provides rapid information access, making HHWT an on-the-go resource beyond trip planning.
Setting Ad Constraints
Our research showed sporadic ads disrupt user experience; we chose banner ads as it offer a less intrusive and space-efficient revenue solution
Proposed Future steps for HHWT
04 / Next Steps
01 / UGC
Users sharing their vlogs, tiktoks
Users sharing their itineraries
Destination guides write articles or reviews about new halal openings
02 / Geolocation
Consider geolocalized personalisation
Use geolocation to recommend things around the area. i.e. halal food near the airport.
03 / Community — 'Ask a Guide'
Give users motivation to signup for an account to interact with community
Reach out to muslims who stay abroad to be guides and answer user queries.
Retrospective
Reflections
Project Takeaways
Project Takeaways
Embracing Agile to Manage Time and Quality
Embracing Agile to Manage Time and Quality
The team spent about 1.5 weeks designing and delivering a high-quality prototype. Adopting a more agile methodology could have helped allocate time more effectively, preventing burnout and ensuring we didn't overextend ourselves.
The team spent about 1.5 weeks designing and delivering a high-quality prototype. Adopting a more agile methodology could have helped allocate time more effectively, preventing burnout and ensuring we didn't overextend ourselves.
Navigating Constraints in User Research
Navigating Constraints in User Research
Although 200 users were willing to participate in interviews, only 19 were selected by the client, with just 3 responding. A larger pool would have deepened user understanding. Time constraints prevented user testing to validate assumptions and prototype effectiveness in enhancing user experience, leaving recommendations based solely on insights, not user feedback.
Although 200 users were willing to participate in interviews, only 19 were selected by the client, with just 3 responding. A larger pool would have deepened user understanding. Time constraints prevented user testing to validate assumptions and prototype effectiveness in enhancing user experience, leaving recommendations based solely on insights, not user feedback.
Personal Takeaways
Personal Takeaways
Delegate and Communicate More
Delegate and Communicate More
Initially, team communication was poor, leading me to take on too much until I realised the need for explicit delegation.
Initially, team communication was poor, leading me to take on too much until I realised the need for explicit delegation.
Clarifying Early to Avoid Delays
Clarifying Early to Avoid Delays
We had to pivot significantly due to broad scope and overwhelming focus areas, causing delays. In hindsight, earlier check-ins with stakeholders could have ensured ample project time.
We had to pivot significantly due to broad scope and overwhelming focus areas, causing delays. In hindsight, earlier check-ins with stakeholders could have ensured ample project time.
Never Assume
Never Assume
I need to consistently communicate with my team and stakeholders to avoid assumptions, as I'm prone to them. Managing this will ensure research provides deeper insights than I might anticipate.
I need to consistently communicate with my team and stakeholders to avoid assumptions, as I'm prone to them. Managing this will ensure research provides deeper insights than I might anticipate.
Ideation
Affinity Mapping
Grouped insights from both data and interviews into themes, including destination-first thinking, lack of clear next actions, and demand for community-driven recommendations.
01 — Destination
Users will generally think about the country first before narrowing down to the cities i.e. Japan first and then Tokyo
02 — Lack of Action
Resources are overwhelming, users don’t know what they’re supposed to do on the page
03 / User Engagement
Recommendations from muslims based in different countries and interaction with the community
04 / Summary Button
Summary button suggestions were brought up as it will direct users faster without having to scroll so much
Prioritisation Matrix
We grouped our affinity map insights into three categories: IA improvements, design features, and content rules, placing them on a prioritisation matrix based on feasibility and impact.
This helps us to pinpoint key areas of focus. We also documented future suggestions that emerged but couldn't be incorporated due to project time constraints.
Key Learnings From Research
Analytics Review
Analysis of Google Analytics and Hotjar recordings, we've identified the following key insights of user behaviour challenges.
These insights guide us on revamping the website's information architecture (IA).
01 — Findability issues
Users exhibited uncertainty about how to navigate the destination and itinerary page : often can't find what they need in either page
01 — Findability issues
Users exhibited uncertainty about how to navigate the destination and itinerary page : often can't find what they need in either page
01 — Findability issues
Users exhibited uncertainty about how to navigate the destination and itinerary page : often can't find what they need in either page
02 — Ad placements
Ad placements are too sporadic and interfere with user experience. Most users drop off after the 2nd pop-up ad interaction
02 — Ad placements
Ad placements are too sporadic and interfere with user experience. Most users drop off after the 2nd pop-up ad interaction
02 — Ad placements
Ad placements are too sporadic and interfere with user experience. Most users drop off after the 2nd pop-up ad interaction
03 — Scrolling Fatigue
Users read the entire article and scroll back up to find listings they're interested in, which proved to be tedious
03 — Scrolling Fatigue
Users read the entire article and scroll back up to find listings they're interested in, which proved to be tedious
03 — Scrolling Fatigue
Users read the entire article and scroll back up to find listings they're interested in, which proved to be tedious
User Interview
We conducted 3 user interviews to gain a better understanding of the travel needs of muslims, their pain point and frustrations.
Additionally, we observed their site usage, collected their suggestions for improving the overall user experience, and sought their opinions on integrating a community aspect.
We conducted 3 user interviews to gain a better understanding of the travel needs of muslims, their pain point and frustrations.
Additionally, we observed their site usage, collected their suggestions for improving the overall user experience, and sought their opinions on integrating a community aspect.
Connect to Content
Add layers or components to make infinite auto-playing slideshows.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
Main Takeaways From Research
Navigation & findability issues on key pages
Users bounce off from the site out of frustration and HHWT struggle with retention
Users leaving the HHWT ecosystem
They turn to external Google searches, since information isn't updated or extensive enough, with no way to ask or clarify on-site.
Users want to be led to information faster
Especially on article content pages, without having to experience scrolling fatigue.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
Key learnings from research
06 / Research insights
Key insights from data
Through analysis of Google Analytics and Hotjar recordings, we've identified the following key insights of user behavior challenges. These insights will serve as valuable guidance as we work on revamping the website's information architecture (IA).
01 / Findability issues
Users exhibited uncertainty about how to navigate the destination and itinerary page : often can't find what they need in either page
02 / Ad placements
Ad placements are too sporadic and interfere with user experience. Most users drop off after the 2nd pop-up ad interaction
03 / Scrolling Fatigue
Users read the entire article and scroll back up to find listings they're interested in, which proved to be tedious
Key insights from user interviews
We conducted 3 user interviews to gain a better understanding of the travel needs of muslims, their pain point and frustrations. Additionally, we observed their site usage, collected their suggestions for improving the overall user experience, and sought their opinions on integrating a community aspect.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
Main takeaways from research
Navigation challanges and findability issues on key pages - users bounce off from the site out of frustration and HHWT struggle with retention
Users leaving the HHWT ecosystem to do external google search - information not updated and not extensive enough, no means to ask / clarify on site.
Users want to be led to information faster especially on an article content page, without having to experience scrolling fatigue
Design Prioritsation
07 / Idea Development
Synthesising all our data
The affinity map helped us recognize consistent patterns across all data sources and provided valuable guidance for shaping our recommendations. We identified patterns in current user behavior, type of travel, most importantly we identified current pain points and opportunities for us to take
Key Insights from Affinity Map
01 / Destination
Users will generally think about the country first before narrowing down to the cities i.e. Japan first and then Tokyo
02 / Lack of Action
Resources are overwhelming, users don’t know what they’re supposed to do on the pages
03 / User Engagement
Recommendations from muslims based in different countries and interaction with the community
04 / Summary Button
Summary button suggestions were brought up as it will direct users faster without having to scroll so much
Categorising our features and recommendations
We grouped our affinity map insights into three categories: IA improvements, design features, and content rules, placing them on a prioritisation matrix based on feasibility and impact. This helps us to pinpoint key areas of focus. We also documented future suggestions that emerged but couldn't be incorporated due to project time constraints.
TL;DR
08 / Research Process
We conducted data analysis, competitive analysis, user testing, and evaluated usability heuristics and information architecture to better understand our users and website.
These insights guided the redesign of key pages like the homepage, destination page, and content article page.
For more details on the case study, please reach out to me here.
Helping Muslims Travel Better, Faster
COMPANY
Have Halal Will Travel
ROLE
Lead UX Designer & Researcher
EXPERTISE
UX/UI Design
YEAR
2023
Curious Core — 2023
Helping Muslims Travel Better And Faster
CLIENT
Have Halal Will Travel
ROLE
Lead UX Designer & Researcher
EXPERTISE
UX Design
Research
YEAR
2023
Curious Core — 202325
Helping Muslims Travel Better And Faster
CLIENT
Have Halal Will Travel
ROLE
Lead UX Designer & Researcher
EXPERTISE
UX Design
Research
YEAR
2023
Background —
Have Halal Will Travel (HHWT) is the leading muslim travel & lifestyle platform based in Singapore with a market in the SEA region. Their current product is a content-rich website, primarily centred around travel-related articles and content.
Considering their substantial Muslim user base, HHWT is now aiming to extend their scope beyond being just a content website and transition into an all-in-one platform for muslim's travel needs.
My Role —
Led a team of 3, worked closely with Product Manager
Directed project flow through UX design and research
Collaborated closely with stakeholders and team to execute and deliver prototype
Timeline —
4 Weeks sprint | Aug 2023
Skills —
UX Research
UX Design
Competitive Anlysis
Data Analysis
IA
Prototyping
User Interview
Affinity Mapping
Problem
The client came to us and established the following problems that the current website is facing:
Difficulty with increasing user retention time and lowering bounce rates
Users read articles and once they find the information they need, they quickly exit the site
Low engagement on website
Users can only read and then save articles that they like
No means to ask questions on the website
No motivation to sign up for an account
User experience on the website is lacking
Users encounter navigation difficulties on the website
How to ease the experience of scrolling through long form article format
“How might we enhance the user experience and boost engagement of Have Halal Will Travel website so that muslims will use it as a go-to resource for all their travelling needs?”
Goal
To increase retention time and lower bounce rates from 80% to 70%
To increase engagement on website and allow users to interact with the community
To improve overall user experience by aligning information architecture with user behaviours in asking, searching, and browsing
Feel free to see our prototype in action here!
See HHWT Protoype
Our Research Process
Analytics Review
Analysed Google Analytics and Hotjar recordings to identify behavioural patterns, findability issues, ad placement friction, and scrolling fatigue across key pages.
User Interview
Spoke with 3 Muslim travellers to understand their travel needs, pain points, and frustrations, observed their site usage, and asked for suggestions on integrating a community aspect.
Affinity Mapping
Grouped insights from both data and interviews into themes, including destination-first thinking, lack of clear next actions, and demand for community-driven recommendations.
Prioritisation Matrix
Categorised findings into IA improvements, design features, and content rules, then plotted them by impact and feasibility to decide what to focus on within project constraints.
Our Design Solutions
01
Destination Page
Expanding to 3 destination pages to improve categorisation and hierarchy
Main destination page : users will be led here when they click on ‘Destinations’ in the navbar
Country specific destination page (i.e Japan)
City specific destination page (i.e Tokyo)
Our research shows users struggle with the old destination page; they prefer to start with a country-first approach and then narrowing down to specific cities.
02
Homepage
Leading users to more content by allowing them to search
Actionable Prompts
These prompts are designed to guide users who visit the homepage with the intention of exploring further, directing them to different parts of the site.
Centralised Search Bar
To enhance accessibility, the search bar is now prominently centered on the page, instead of being in the left-hand corner.
03
Destination Page
Increase findability of content for users who browse
Country Specific Destination Page > Itinerary
Placing the itinerary on the country destination page ensures a more central and contextually relevant experience, improving user engagement and easier reference.
City Specific Destination Page > Article Categorisation
Following HHWT's travel taxonomy of Eat, See & Do, and Stay, we've organised articles to help users easily find inspiration to include in their itineraries.
04
Article Content Page
Allowing users to ask all their questions natively
Previously HHWT struggle with updated information and users have no means to ask / clarify on site.
We introduced a community forum to let users update information or seek community opinions, therefore enhancing engagement and interaction.
05
Article Content Page
Improve content browsing experience
Summary Feature
The summary feature addresses scrolling fatigue and provides rapid information access, making HHWT an on-the-go resource beyond trip planning.
Setting Ad Constraints
Our research showed sporadic ads disrupt user experience; we chose banner ads as it offer a less intrusive and space-efficient revenue solution
06
Homepage
Personalising the experience
Dynamic Content
Dynamic sections like "Latest Stories" and "Trending Destinations" will refresh with trending content, enhancing engagement and boosting user retention.
Personalisation of content
To boost signups, the homepage is customised: new visitors see general content, while logged-in users receive personalised recommendations based on their engagement, enhancing their experience.
Reflections
Project Takeaways
Embracing Agile to Manage Time and Quality
The team spent about 1.5 weeks designing and delivering a high-quality prototype. Adopting a more agile methodology could have helped allocate time more effectively, preventing burnout and ensuring we didn't overextend ourselves.
Navigating Constraints in User Research
Although 200 users were willing to participate in interviews, only 19 were selected by the client, with just 3 responding. A larger pool would have deepened user understanding. Time constraints prevented user testing to validate assumptions and prototype effectiveness in enhancing user experience, leaving recommendations based solely on insights, not user feedback.
Personal Takeaways
Delegate and Communicate More
Initially, team communication was poor, leading me to take on too much until I realised the need for explicit delegation.
Clarifying Early to Avoid Delays
We had to pivot significantly due to broad scope and overwhelming focus areas, causing delays. In hindsight, earlier check-ins with stakeholders could have ensured ample project time.
Never Assume
I need to consistently communicate with my team and stakeholders to avoid assumptions, as I'm prone to them. Managing this will ensure research provides deeper insights than I might anticipate.
Key Learnings From Research
Analytics Review
Analysis of Google Analytics and Hotjar recordings, we've identified the following key insights of user behaviour challenges.
These insights guide us on revamping the website's information architecture (IA).
01 — Findability issues
Users exhibited uncertainty about how to navigate the destination and itinerary page : often can't find what they need in either page
02 — Ad placements
Ad placements are too sporadic and interfere with user experience. Most users drop off after the 2nd pop-up ad interaction
03 — Scrolling Fatigue
Users read the entire article and scroll back up to find listings they're interested in, which proved to be tedious
User Interview
We conducted 3 user interviews to gain a better understanding of the travel needs of muslims, their pain point and frustrations.
Additionally, we observed their site usage, collected their suggestions for improving the overall user experience, and sought their opinions on integrating a community aspect.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
Main Takeaways From Research
Navigation & findability issues on key pages
Users bounce off from the site out of frustration and HHWT struggle with retention
Users leaving the HHWT ecosystem
They turn to external Google searches, since information isn't updated or extensive enough, with no way to ask or clarify on-site.
Users want to be led to information faster
Especially on article content pages, without having to experience scrolling fatigue.
Ideation
Affinity Mapping
Grouped insights from both data and interviews into themes, including destination-first thinking, lack of clear next actions, and demand for community-driven recommendations.
01 — Destination
Users will generally think about the country first before narrowing down to the cities i.e. Japan first and then Tokyo
02 — Lack of Action
Resources are overwhelming, users don’t know what they’re supposed to do on the page
03 / User Engagement
Recommendations from muslims based in different countries and interaction with the community
04 / Summary Button
Summary button suggestions were brought up as it will direct users faster without having to scroll so much
Prioritisation Matrix
We grouped our affinity map insights into three categories: IA improvements, design features, and content rules, placing them on a prioritisation matrix based on feasibility and impact.
This helps us to pinpoint key areas of focus. We also documented future suggestions that emerged but couldn't be incorporated due to project time constraints.
01 / Setting the context
Background —
Background —
Have Halal Will Travel (HHWT) is the leading muslim travel & lifestyle platform based in Singapore with a market in the SEA region. Their current product is a content-rich website, primarily centred around travel-related articles and content.
Considering their substantial Muslim user base, HHWT is now aiming to extend their scope beyond being just a content website and transition into an all-in-one platform for muslim's travel needs.
Have Halal Will Travel (HHWT) is the leading muslim travel & lifestyle platform based in Singapore with a market in the SEA region. Their current product is a content-rich website, primarily centred around travel-related articles and content.
Considering their substantial Muslim user base, HHWT is now aiming to extend their scope beyond being just a content website and transition into an all-in-one platform for muslim's travel needs.
Timeline —
4 Weeks sprint | Aug 2023
Aug 2025 — March 2026
Skills —
UX Design
Content Design
Branding
Design System
Prototyping
Cross-functional
Stakeholder Management
My Role —
My Role —
My Role —
Led a team of 3, worked closely with Product Manager
Directed project flow through UX design and research
Collaborated closely with stakeholders and team to execute and deliver prototype
Led a team of 3, worked closely with Product Manager
Directed project flow through UX design and research
Collaborated closely with stakeholders and team to execute and deliver prototype
Problem
Problem
02 / Establishing the problem
The client came to us and established the following problems that the current website is facing:
The client came to us and established the following problems that the current website is facing:
Users read articles and once they find the information they need, they quickly exit the site
NUS' institutional value and research impact
Difficulty with increasing user retention time and lowering bounce rates
Users read articles and once they find the information they need, they quickly exit the site
No motivation to sign up for an account
Users can only read and then save articles that they like
Users can only read and then save articles that they like
No means to ask questions on the website
Difficulty with increasing user retention time and lowering bounce rates
Low engagement on website
No motivation to sign up for an account
Users encounter navigation difficulties on the website
Users can only read and then save articles that they like
How to ease the experience of scrolling through long form article format
No means to ask questions on the website
Low engagement on website
User experience on the website is lacking
Users encounter navigation difficulties on the website
How to ease the experience of scrolling through long form article format
User experience on the website is lacking
Users read articles and once they find the information they need, they quickly exit the site
Difficulty with increasing user retention time and lowering bounce rates
“How might we enhance the user experience and boost engagement of Have Halal Will Travel website so that muslims will use it as a go-to resource for all their travelling needs?”
“How might we enhance the user experience and boost engagement of Have Halal Will Travel website so that muslims will use it as a go-to resource for all their travelling needs?”
“How might we enhance the user experience and boost engagement of Have Halal Will Travel website so that muslims will use it as a go-to resource for all their travelling needs?”
Research Deepdive
View Solutions
Goal
Goal
To increase retention time and lower bounce rates from 80% to 70%
To increase retention time and lower bounce rates from 80% to 70%
To increase engagement on website and allow users to interact with the community
To increase engagement on website and allow users to interact with the community
To improve overall user experience by aligning information architecture with user behaviours in asking, searching, and browsing
To improve overall user experience by aligning information architecture with user behaviours in asking, searching, and browsing
To increase engagement on website and allow users to interact with the community
Our Research Process
Analytics Review
Analysed Google Analytics and Hotjar recordings to identify behavioural patterns, findability issues, ad placement friction, and scrolling fatigue across key pages.
User Interview
Spoke with 3 Muslim travellers to understand their travel needs, pain points, and frustrations, observed their site usage, and asked for suggestions on integrating a community aspect.
Affinity Mapping
Grouped insights from both data and interviews into themes, including destination-first thinking, lack of clear next actions, and demand for community-driven recommendations.
Prioritisation Matrix
Categorised findings into IA improvements, design features, and content rules, then plotted them by impact and feasibility to decide what to focus on within project constraints.
Feel free to see our protoype in action here!
View HHWT Prototype
03 / Solutions in detail
Our Design Solutions
Our Design Solutions
03 — 01
01
Destination Page
Destination Page
Expanding to 3 destination pages to improve categorisation and hierarchy
Expanding to 3 destination pages to improve categorisation and hierarchy
Our research shows users struggle with the old destination page; they prefer to start with a country-first approach and then narrowing down to specific cities.
Main destination page : users will be led here when they click on ‘Destinations’ in the navbar
Country specific destination page (i.e Japan)
City specific destination page (i.e Tokyo)
Main destination page : users will be led here when they click on ‘Destinations’ in the navbar
Country specific destination page (i.e Japan)
City specific destination page (i.e Tokyo)
Our research shows users struggle with the old destination page; they prefer to start with a country-first approach and then narrowing down to specific cities.
Our research shows users struggle with the old destination page; they prefer to start with a country-first approach and then narrowing down to specific cities.
03 — 02
02
Homepage
Homepage
Homepage
Leading users to more content by allowing them to search
Leading users to more content by allowing them to search
Leading users to more content by allowing them to search
To enhance accessibility, the search bar is now prominently centered on the page, instead of being in the left-hand corner.
Centralised Search Bar
These prompts are designed to guide users who visit the homepage with the intention of exploring further, directing them to different parts of the site.
Actionable Prompts
Centralised Search Bar
To enhance accessibility, the search bar is now prominently centered on the page, instead of being in the left-hand corner.
Actionable Prompts
These prompts are designed to guide users who visit the homepage with the intention of exploring further, directing them to different parts of the site.
03 — 03
03
Destination Page
Destination Page
Increase findability of content for users who browse
Increase findability of content for users who browse
City Specific Destination Page > Article Categorisation
Following HHWT's travel taxonomy of Eat, See & Do, and Stay, we've organised articles to help users easily find inspiration to include in their itineraries.
Country Specific Destination Page > Itinerary
Placing the itinerary on the country destination page ensures a more central and contextually relevant experience, improving user engagement and easier reference.
05
Article Content Page
Improve content browsing experience
Summary Feature
The summary feature addresses scrolling fatigue and provides rapid information access, making HHWT an on-the-go resource beyond trip planning.
Setting Ad Constraints
Our research showed sporadic ads disrupt user experience; we chose banner ads as it offer a less intrusive and space-efficient revenue solution
03 — 04
04
Article Content Page
Article Content Page
Allowing users to ask all their questions natively
Allowing users to ask all their questions natively
Previously HHWT struggle with updated information and users have no means to ask / clarify on site. We introduced a community forum to let users update information or seek community opinions, therefore enhancing engagement and interaction.
Previously HHWT struggle with updated information and users have no means to ask / clarify on site.
We introduced a community forum to let users update information or seek community opinions, therefore enhancing engagement and interaction.
04
06
Career Page
Homepage
Aligning with Natural User Behaviour
Personalising The Experience
Personalising the experience
Dynamic Content
Dynamic sections like "Latest Stories" and "Trending Destinations" will refresh with trending content, enhancing engagement and boosting user retention.
Personalisation of content
To boost signups, the homepage is customised: new visitors see general content, while logged-in users receive personalised recommendations based on their engagement, enhancing their experience.
"Join our Academic Network"
Dynamic Content
For exploratory candidates, we introduced the feature with a Qualtrics form, allowing them to express interest and submit their details without the pressure of immediate application.
Dynamic sections like "Latest Stories" and "Trending Destinations" will refresh with trending content, enhancing engagement and boosting user retention.
Enhanced Filtering Options
Personalisation of content
Including specific filters for transitional educator roles—enable faster, more precise job discovery.
To boost signups, the homepage is customised: new visitors see general content, while logged-in users receive personalised recommendations based on their engagement, enhancing their experience.
03 — 05
05
Article Content Page
Article Content Page
Improve content browsing experience
Improve content browsing experience
The summary feature addresses scrolling fatigue and provides rapid information access, making HHWT an on-the-go resource beyond trip planning.
Summary Feature
The summary feature addresses scrolling fatigue and provides rapid information access, making HHWT an on-the-go resource beyond trip planning.
Setting Ad Constraints
Our research showed sporadic ads disrupt user experience; we chose banner ads as it offer a less intrusive and space-efficient revenue solution
Proposed Future steps for HHWT
04 / Next Steps
01 / UGC
Users sharing their vlogs, tiktoks
Users sharing their itineraries
Destination guides write articles or reviews about new halal openings
02 / Geolocation
Consider geolocalized personalisation
Use geolocation to recommend things around the area. i.e. halal food near the airport.
03 / Community — 'Ask a Guide'
Give users motivation to signup for an account to interact with community
Reach out to muslims who stay abroad to be guides and answer user queries.
Retrospective
Reflections
Project Takeaways
Project Takeaways
Embracing Agile to Manage Time and Quality
Embracing Agile to Manage Time and Quality
The team spent about 1.5 weeks designing and delivering a high-quality prototype. Adopting a more agile methodology could have helped allocate time more effectively, preventing burnout and ensuring we didn't overextend ourselves.
The team spent about 1.5 weeks designing and delivering a high-quality prototype. Adopting a more agile methodology could have helped allocate time more effectively, preventing burnout and ensuring we didn't overextend ourselves.
Navigating Constraints in User Research
Navigating Constraints in User Research
Although 200 users were willing to participate in interviews, only 19 were selected by the client, with just 3 responding. A larger pool would have deepened user understanding. Time constraints prevented user testing to validate assumptions and prototype effectiveness in enhancing user experience, leaving recommendations based solely on insights, not user feedback.
Although 200 users were willing to participate in interviews, only 19 were selected by the client, with just 3 responding. A larger pool would have deepened user understanding. Time constraints prevented user testing to validate assumptions and prototype effectiveness in enhancing user experience, leaving recommendations based solely on insights, not user feedback.
Personal Takeaways
Personal Takeaways
Delegate and Communicate More
Delegate and Communicate More
Initially, team communication was poor, leading me to take on too much until I realised the need for explicit delegation.
Initially, team communication was poor, leading me to take on too much until I realised the need for explicit delegation.
Clarifying Early to Avoid Delays
Clarifying Early to Avoid Delays
We had to pivot significantly due to broad scope and overwhelming focus areas, causing delays. In hindsight, earlier check-ins with stakeholders could have ensured ample project time.
We had to pivot significantly due to broad scope and overwhelming focus areas, causing delays. In hindsight, earlier check-ins with stakeholders could have ensured ample project time.
Never Assume
Never Assume
I need to consistently communicate with my team and stakeholders to avoid assumptions, as I'm prone to them. Managing this will ensure research provides deeper insights than I might anticipate.
I need to consistently communicate with my team and stakeholders to avoid assumptions, as I'm prone to them. Managing this will ensure research provides deeper insights than I might anticipate.
Ideation
Affinity Mapping
Grouped insights from both data and interviews into themes, including destination-first thinking, lack of clear next actions, and demand for community-driven recommendations.
01 — Destination
Users will generally think about the country first before narrowing down to the cities i.e. Japan first and then Tokyo
02 — Lack of Action
Resources are overwhelming, users don’t know what they’re supposed to do on the page
03 / User Engagement
Recommendations from muslims based in different countries and interaction with the community
04 / Summary Button
Summary button suggestions were brought up as it will direct users faster without having to scroll so much
Prioritisation Matrix
We grouped our affinity map insights into three categories: IA improvements, design features, and content rules, placing them on a prioritisation matrix based on feasibility and impact.
This helps us to pinpoint key areas of focus. We also documented future suggestions that emerged but couldn't be incorporated due to project time constraints.
Key Learnings From Research
Analytics Review
Analysis of Google Analytics and Hotjar recordings, we've identified the following key insights of user behaviour challenges.
These insights guide us on revamping the website's information architecture (IA).
01 — Findability issues
Users exhibited uncertainty about how to navigate the destination and itinerary page : often can't find what they need in either page
01 — Findability issues
Users exhibited uncertainty about how to navigate the destination and itinerary page : often can't find what they need in either page
01 — Findability issues
Users exhibited uncertainty about how to navigate the destination and itinerary page : often can't find what they need in either page
02 — Ad placements
Ad placements are too sporadic and interfere with user experience. Most users drop off after the 2nd pop-up ad interaction
02 — Ad placements
Ad placements are too sporadic and interfere with user experience. Most users drop off after the 2nd pop-up ad interaction
02 — Ad placements
Ad placements are too sporadic and interfere with user experience. Most users drop off after the 2nd pop-up ad interaction
03 — Scrolling Fatigue
Users read the entire article and scroll back up to find listings they're interested in, which proved to be tedious
03 — Scrolling Fatigue
Users read the entire article and scroll back up to find listings they're interested in, which proved to be tedious
03 — Scrolling Fatigue
Users read the entire article and scroll back up to find listings they're interested in, which proved to be tedious
User Interview
We conducted 3 user interviews to gain a better understanding of the travel needs of muslims, their pain point and frustrations.
Additionally, we observed their site usage, collected their suggestions for improving the overall user experience, and sought their opinions on integrating a community aspect.
We conducted 3 user interviews to gain a better understanding of the travel needs of muslims, their pain point and frustrations.
Additionally, we observed their site usage, collected their suggestions for improving the overall user experience, and sought their opinions on integrating a community aspect.
Connect to Content
Add layers or components to make infinite auto-playing slideshows.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
Main Takeaways From Research
Navigation & findability issues on key pages
Users bounce off from the site out of frustration and HHWT struggle with retention
Users leaving the HHWT ecosystem
They turn to external Google searches, since information isn't updated or extensive enough, with no way to ask or clarify on-site.
Users want to be led to information faster
Especially on article content pages, without having to experience scrolling fatigue.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
Key learnings from research
06 / Research insights
Key insights from data
Through analysis of Google Analytics and Hotjar recordings, we've identified the following key insights of user behavior challenges. These insights will serve as valuable guidance as we work on revamping the website's information architecture (IA).
01 / Findability issues
Users exhibited uncertainty about how to navigate the destination and itinerary page : often can't find what they need in either page
02 / Ad placements
Ad placements are too sporadic and interfere with user experience. Most users drop off after the 2nd pop-up ad interaction
03 / Scrolling Fatigue
Users read the entire article and scroll back up to find listings they're interested in, which proved to be tedious
Key insights from user interviews
We conducted 3 user interviews to gain a better understanding of the travel needs of muslims, their pain point and frustrations. Additionally, we observed their site usage, collected their suggestions for improving the overall user experience, and sought their opinions on integrating a community aspect.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
Main takeaways from research
Navigation challanges and findability issues on key pages - users bounce off from the site out of frustration and HHWT struggle with retention
Users leaving the HHWT ecosystem to do external google search - information not updated and not extensive enough, no means to ask / clarify on site.
Users want to be led to information faster especially on an article content page, without having to experience scrolling fatigue
Design Prioritsation
07 / Idea Development
Synthesising all our data
The affinity map helped us recognize consistent patterns across all data sources and provided valuable guidance for shaping our recommendations. We identified patterns in current user behavior, type of travel, most importantly we identified current pain points and opportunities for us to take
Key Insights from Affinity Map
01 / Destination
Users will generally think about the country first before narrowing down to the cities i.e. Japan first and then Tokyo
02 / Lack of Action
Resources are overwhelming, users don’t know what they’re supposed to do on the pages
03 / User Engagement
Recommendations from muslims based in different countries and interaction with the community
04 / Summary Button
Summary button suggestions were brought up as it will direct users faster without having to scroll so much
Categorising our features and recommendations
We grouped our affinity map insights into three categories: IA improvements, design features, and content rules, placing them on a prioritisation matrix based on feasibility and impact. This helps us to pinpoint key areas of focus. We also documented future suggestions that emerged but couldn't be incorporated due to project time constraints.
TL;DR
08 / Research Process
We conducted data analysis, competitive analysis, user testing, and evaluated usability heuristics and information architecture to better understand our users and website.
These insights guided the redesign of key pages like the homepage, destination page, and content article page.
For more details on the case study, please reach out to me here.
Helping Muslims Travel Better, Faster
COMPANY
Have Halal Will Travel
ROLE
Lead UX Designer & Researcher
EXPERTISE
UX/UI Design
YEAR
2023
Curious Core — 2023
Helping Muslims Travel Better And Faster
CLIENT
Have Halal Will Travel
ROLE
Lead UX Designer & Researcher
EXPERTISE
UX Design
Research
YEAR
2023
Curious Core — 202325
Helping Muslims Travel Better And Faster
CLIENT
Have Halal Will Travel
ROLE
Lead UX Designer & Researcher
EXPERTISE
UX Design
Research
YEAR
2023
Background —
Have Halal Will Travel (HHWT) is the leading muslim travel & lifestyle platform based in Singapore with a market in the SEA region. Their current product is a content-rich website, primarily centred around travel-related articles and content.
Considering their substantial Muslim user base, HHWT is now aiming to extend their scope beyond being just a content website and transition into an all-in-one platform for muslim's travel needs.
My Role —
Led a team of 3, worked closely with Product Manager
Directed project flow through UX design and research
Collaborated closely with stakeholders and team to execute and deliver prototype
Timeline —
4 Weeks sprint | Aug 2023
Skills —
UX Research
UX Design
Competitive Anlysis
Data Analysis
IA
Prototyping
User Interview
Affinity Mapping
Problem
The client came to us and established the following problems that the current website is facing:
Difficulty with increasing user retention time and lowering bounce rates
Users read articles and once they find the information they need, they quickly exit the site
Low engagement on website
Users can only read and then save articles that they like
No means to ask questions on the website
No motivation to sign up for an account
User experience on the website is lacking
Users encounter navigation difficulties on the website
How to ease the experience of scrolling through long form article format
“How might we enhance the user experience and boost engagement of Have Halal Will Travel website so that muslims will use it as a go-to resource for all their travelling needs?”
Goal
To increase retention time and lower bounce rates from 80% to 70%
To increase engagement on website and allow users to interact with the community
To improve overall user experience by aligning information architecture with user behaviours in asking, searching, and browsing
Feel free to see our prototype in action here!
See HHWT Protoype
Our Research Process
Analytics Review
Analysed Google Analytics and Hotjar recordings to identify behavioural patterns, findability issues, ad placement friction, and scrolling fatigue across key pages.
User Interview
Spoke with 3 Muslim travellers to understand their travel needs, pain points, and frustrations, observed their site usage, and asked for suggestions on integrating a community aspect.
Affinity Mapping
Grouped insights from both data and interviews into themes, including destination-first thinking, lack of clear next actions, and demand for community-driven recommendations.
Prioritisation Matrix
Categorised findings into IA improvements, design features, and content rules, then plotted them by impact and feasibility to decide what to focus on within project constraints.
Our Design Solutions
01
Destination Page
Expanding to 3 destination pages to improve categorisation and hierarchy
Main destination page : users will be led here when they click on ‘Destinations’ in the navbar
Country specific destination page (i.e Japan)
City specific destination page (i.e Tokyo)
Our research shows users struggle with the old destination page; they prefer to start with a country-first approach and then narrowing down to specific cities.
02
Homepage
Leading users to more content by allowing them to search
Actionable Prompts
These prompts are designed to guide users who visit the homepage with the intention of exploring further, directing them to different parts of the site.
Centralised Search Bar
To enhance accessibility, the search bar is now prominently centered on the page, instead of being in the left-hand corner.
03
Destination Page
Increase findability of content for users who browse
Country Specific Destination Page > Itinerary
Placing the itinerary on the country destination page ensures a more central and contextually relevant experience, improving user engagement and easier reference.
City Specific Destination Page > Article Categorisation
Following HHWT's travel taxonomy of Eat, See & Do, and Stay, we've organised articles to help users easily find inspiration to include in their itineraries.
04
Article Content Page
Allowing users to ask all their questions natively
Previously HHWT struggle with updated information and users have no means to ask / clarify on site.
We introduced a community forum to let users update information or seek community opinions, therefore enhancing engagement and interaction.
05
Article Content Page
Improve content browsing experience
Summary Feature
The summary feature addresses scrolling fatigue and provides rapid information access, making HHWT an on-the-go resource beyond trip planning.
Setting Ad Constraints
Our research showed sporadic ads disrupt user experience; we chose banner ads as it offer a less intrusive and space-efficient revenue solution
06
Homepage
Personalising the experience
Dynamic Content
Dynamic sections like "Latest Stories" and "Trending Destinations" will refresh with trending content, enhancing engagement and boosting user retention.
Personalisation of content
To boost signups, the homepage is customised: new visitors see general content, while logged-in users receive personalised recommendations based on their engagement, enhancing their experience.
Reflections
Project Takeaways
Embracing Agile to Manage Time and Quality
The team spent about 1.5 weeks designing and delivering a high-quality prototype. Adopting a more agile methodology could have helped allocate time more effectively, preventing burnout and ensuring we didn't overextend ourselves.
Navigating Constraints in User Research
Although 200 users were willing to participate in interviews, only 19 were selected by the client, with just 3 responding. A larger pool would have deepened user understanding. Time constraints prevented user testing to validate assumptions and prototype effectiveness in enhancing user experience, leaving recommendations based solely on insights, not user feedback.
Personal Takeaways
Delegate and Communicate More
Initially, team communication was poor, leading me to take on too much until I realised the need for explicit delegation.
Clarifying Early to Avoid Delays
We had to pivot significantly due to broad scope and overwhelming focus areas, causing delays. In hindsight, earlier check-ins with stakeholders could have ensured ample project time.
Never Assume
I need to consistently communicate with my team and stakeholders to avoid assumptions, as I'm prone to them. Managing this will ensure research provides deeper insights than I might anticipate.
Key Learnings From Research
Analytics Review
Analysis of Google Analytics and Hotjar recordings, we've identified the following key insights of user behaviour challenges.
These insights guide us on revamping the website's information architecture (IA).
01 — Findability issues
Users exhibited uncertainty about how to navigate the destination and itinerary page : often can't find what they need in either page
02 — Ad placements
Ad placements are too sporadic and interfere with user experience. Most users drop off after the 2nd pop-up ad interaction
03 — Scrolling Fatigue
Users read the entire article and scroll back up to find listings they're interested in, which proved to be tedious
User Interview
We conducted 3 user interviews to gain a better understanding of the travel needs of muslims, their pain point and frustrations.
Additionally, we observed their site usage, collected their suggestions for improving the overall user experience, and sought their opinions on integrating a community aspect.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
Main Takeaways From Research
Navigation & findability issues on key pages
Users bounce off from the site out of frustration and HHWT struggle with retention
Users leaving the HHWT ecosystem
They turn to external Google searches, since information isn't updated or extensive enough, with no way to ask or clarify on-site.
Users want to be led to information faster
Especially on article content pages, without having to experience scrolling fatigue.
Ideation
Affinity Mapping
Grouped insights from both data and interviews into themes, including destination-first thinking, lack of clear next actions, and demand for community-driven recommendations.
01 — Destination
Users will generally think about the country first before narrowing down to the cities i.e. Japan first and then Tokyo
02 — Lack of Action
Resources are overwhelming, users don’t know what they’re supposed to do on the page
03 / User Engagement
Recommendations from muslims based in different countries and interaction with the community
04 / Summary Button
Summary button suggestions were brought up as it will direct users faster without having to scroll so much
Prioritisation Matrix
We grouped our affinity map insights into three categories: IA improvements, design features, and content rules, placing them on a prioritisation matrix based on feasibility and impact.
This helps us to pinpoint key areas of focus. We also documented future suggestions that emerged but couldn't be incorporated due to project time constraints.
01 / Setting the context
Background —
Background —
Have Halal Will Travel (HHWT) is the leading muslim travel & lifestyle platform based in Singapore with a market in the SEA region. Their current product is a content-rich website, primarily centred around travel-related articles and content.
Considering their substantial Muslim user base, HHWT is now aiming to extend their scope beyond being just a content website and transition into an all-in-one platform for muslim's travel needs.
Have Halal Will Travel (HHWT) is the leading muslim travel & lifestyle platform based in Singapore with a market in the SEA region. Their current product is a content-rich website, primarily centred around travel-related articles and content.
Considering their substantial Muslim user base, HHWT is now aiming to extend their scope beyond being just a content website and transition into an all-in-one platform for muslim's travel needs.
Timeline —
4 Weeks sprint | Aug 2023
Aug 2025 — March 2026
Skills —
UX Design
Content Design
Branding
Design System
Prototyping
Cross-functional
Stakeholder Management
My Role —
My Role —
My Role —
Led a team of 3, worked closely with Product Manager
Directed project flow through UX design and research
Collaborated closely with stakeholders and team to execute and deliver prototype
Led a team of 3, worked closely with Product Manager
Directed project flow through UX design and research
Collaborated closely with stakeholders and team to execute and deliver prototype
Problem
Problem
02 / Establishing the problem
The client came to us and established the following problems that the current website is facing:
The client came to us and established the following problems that the current website is facing:
Users read articles and once they find the information they need, they quickly exit the site
NUS' institutional value and research impact
Difficulty with increasing user retention time and lowering bounce rates
Users read articles and once they find the information they need, they quickly exit the site
No motivation to sign up for an account
Users can only read and then save articles that they like
Users can only read and then save articles that they like
No means to ask questions on the website
Difficulty with increasing user retention time and lowering bounce rates
Low engagement on website
No motivation to sign up for an account
Users encounter navigation difficulties on the website
Users can only read and then save articles that they like
How to ease the experience of scrolling through long form article format
No means to ask questions on the website
Low engagement on website
User experience on the website is lacking
Users encounter navigation difficulties on the website
How to ease the experience of scrolling through long form article format
User experience on the website is lacking
Users read articles and once they find the information they need, they quickly exit the site
Difficulty with increasing user retention time and lowering bounce rates
“How might we enhance the user experience and boost engagement of Have Halal Will Travel website so that muslims will use it as a go-to resource for all their travelling needs?”
“How might we enhance the user experience and boost engagement of Have Halal Will Travel website so that muslims will use it as a go-to resource for all their travelling needs?”
“How might we enhance the user experience and boost engagement of Have Halal Will Travel website so that muslims will use it as a go-to resource for all their travelling needs?”
Research Deepdive
View Solutions
Goal
Goal
To increase retention time and lower bounce rates from 80% to 70%
To increase retention time and lower bounce rates from 80% to 70%
To increase engagement on website and allow users to interact with the community
To increase engagement on website and allow users to interact with the community
To improve overall user experience by aligning information architecture with user behaviours in asking, searching, and browsing
To improve overall user experience by aligning information architecture with user behaviours in asking, searching, and browsing
To increase engagement on website and allow users to interact with the community
Our Research Process
Analytics Review
Analysed Google Analytics and Hotjar recordings to identify behavioural patterns, findability issues, ad placement friction, and scrolling fatigue across key pages.
User Interview
Spoke with 3 Muslim travellers to understand their travel needs, pain points, and frustrations, observed their site usage, and asked for suggestions on integrating a community aspect.
Affinity Mapping
Grouped insights from both data and interviews into themes, including destination-first thinking, lack of clear next actions, and demand for community-driven recommendations.
Prioritisation Matrix
Categorised findings into IA improvements, design features, and content rules, then plotted them by impact and feasibility to decide what to focus on within project constraints.
Feel free to see our protoype in action here!
View HHWT Prototype
03 / Solutions in detail
Our Design Solutions
Our Design Solutions
03 — 01
01
Destination Page
Destination Page
Expanding to 3 destination pages to improve categorisation and hierarchy
Expanding to 3 destination pages to improve categorisation and hierarchy
Our research shows users struggle with the old destination page; they prefer to start with a country-first approach and then narrowing down to specific cities.
Main destination page : users will be led here when they click on ‘Destinations’ in the navbar
Country specific destination page (i.e Japan)
City specific destination page (i.e Tokyo)
Main destination page : users will be led here when they click on ‘Destinations’ in the navbar
Country specific destination page (i.e Japan)
City specific destination page (i.e Tokyo)
Our research shows users struggle with the old destination page; they prefer to start with a country-first approach and then narrowing down to specific cities.
Our research shows users struggle with the old destination page; they prefer to start with a country-first approach and then narrowing down to specific cities.
03 — 02
02
Homepage
Homepage
Homepage
Leading users to more content by allowing them to search
Leading users to more content by allowing them to search
Leading users to more content by allowing them to search
To enhance accessibility, the search bar is now prominently centered on the page, instead of being in the left-hand corner.
Centralised Search Bar
These prompts are designed to guide users who visit the homepage with the intention of exploring further, directing them to different parts of the site.
Actionable Prompts
Centralised Search Bar
To enhance accessibility, the search bar is now prominently centered on the page, instead of being in the left-hand corner.
Actionable Prompts
These prompts are designed to guide users who visit the homepage with the intention of exploring further, directing them to different parts of the site.
03 — 03
03
Destination Page
Destination Page
Increase findability of content for users who browse
Increase findability of content for users who browse
City Specific Destination Page > Article Categorisation
Following HHWT's travel taxonomy of Eat, See & Do, and Stay, we've organised articles to help users easily find inspiration to include in their itineraries.
Country Specific Destination Page > Itinerary
Placing the itinerary on the country destination page ensures a more central and contextually relevant experience, improving user engagement and easier reference.
05
Article Content Page
Improve content browsing experience
Summary Feature
The summary feature addresses scrolling fatigue and provides rapid information access, making HHWT an on-the-go resource beyond trip planning.
Setting Ad Constraints
Our research showed sporadic ads disrupt user experience; we chose banner ads as it offer a less intrusive and space-efficient revenue solution
03 — 04
04
Article Content Page
Article Content Page
Allowing users to ask all their questions natively
Allowing users to ask all their questions natively
Previously HHWT struggle with updated information and users have no means to ask / clarify on site. We introduced a community forum to let users update information or seek community opinions, therefore enhancing engagement and interaction.
Previously HHWT struggle with updated information and users have no means to ask / clarify on site.
We introduced a community forum to let users update information or seek community opinions, therefore enhancing engagement and interaction.
04
06
Career Page
Homepage
Aligning with Natural User Behaviour
Personalising The Experience
Personalising the experience
Dynamic Content
Dynamic sections like "Latest Stories" and "Trending Destinations" will refresh with trending content, enhancing engagement and boosting user retention.
Personalisation of content
To boost signups, the homepage is customised: new visitors see general content, while logged-in users receive personalised recommendations based on their engagement, enhancing their experience.
"Join our Academic Network"
Dynamic Content
For exploratory candidates, we introduced the feature with a Qualtrics form, allowing them to express interest and submit their details without the pressure of immediate application.
Dynamic sections like "Latest Stories" and "Trending Destinations" will refresh with trending content, enhancing engagement and boosting user retention.
Enhanced Filtering Options
Personalisation of content
Including specific filters for transitional educator roles—enable faster, more precise job discovery.
To boost signups, the homepage is customised: new visitors see general content, while logged-in users receive personalised recommendations based on their engagement, enhancing their experience.
03 — 05
05
Article Content Page
Article Content Page
Improve content browsing experience
Improve content browsing experience
The summary feature addresses scrolling fatigue and provides rapid information access, making HHWT an on-the-go resource beyond trip planning.
Summary Feature
The summary feature addresses scrolling fatigue and provides rapid information access, making HHWT an on-the-go resource beyond trip planning.
Setting Ad Constraints
Our research showed sporadic ads disrupt user experience; we chose banner ads as it offer a less intrusive and space-efficient revenue solution
Proposed Future steps for HHWT
04 / Next Steps
01 / UGC
Users sharing their vlogs, tiktoks
Users sharing their itineraries
Destination guides write articles or reviews about new halal openings
02 / Geolocation
Consider geolocalized personalisation
Use geolocation to recommend things around the area. i.e. halal food near the airport.
03 / Community — 'Ask a Guide'
Give users motivation to signup for an account to interact with community
Reach out to muslims who stay abroad to be guides and answer user queries.
Retrospective
Reflections
Project Takeaways
Project Takeaways
Embracing Agile to Manage Time and Quality
Embracing Agile to Manage Time and Quality
The team spent about 1.5 weeks designing and delivering a high-quality prototype. Adopting a more agile methodology could have helped allocate time more effectively, preventing burnout and ensuring we didn't overextend ourselves.
The team spent about 1.5 weeks designing and delivering a high-quality prototype. Adopting a more agile methodology could have helped allocate time more effectively, preventing burnout and ensuring we didn't overextend ourselves.
Navigating Constraints in User Research
Navigating Constraints in User Research
Although 200 users were willing to participate in interviews, only 19 were selected by the client, with just 3 responding. A larger pool would have deepened user understanding. Time constraints prevented user testing to validate assumptions and prototype effectiveness in enhancing user experience, leaving recommendations based solely on insights, not user feedback.
Although 200 users were willing to participate in interviews, only 19 were selected by the client, with just 3 responding. A larger pool would have deepened user understanding. Time constraints prevented user testing to validate assumptions and prototype effectiveness in enhancing user experience, leaving recommendations based solely on insights, not user feedback.
Personal Takeaways
Personal Takeaways
Delegate and Communicate More
Delegate and Communicate More
Initially, team communication was poor, leading me to take on too much until I realised the need for explicit delegation.
Initially, team communication was poor, leading me to take on too much until I realised the need for explicit delegation.
Clarifying Early to Avoid Delays
Clarifying Early to Avoid Delays
We had to pivot significantly due to broad scope and overwhelming focus areas, causing delays. In hindsight, earlier check-ins with stakeholders could have ensured ample project time.
We had to pivot significantly due to broad scope and overwhelming focus areas, causing delays. In hindsight, earlier check-ins with stakeholders could have ensured ample project time.
Never Assume
Never Assume
I need to consistently communicate with my team and stakeholders to avoid assumptions, as I'm prone to them. Managing this will ensure research provides deeper insights than I might anticipate.
I need to consistently communicate with my team and stakeholders to avoid assumptions, as I'm prone to them. Managing this will ensure research provides deeper insights than I might anticipate.
Ideation
Affinity Mapping
Grouped insights from both data and interviews into themes, including destination-first thinking, lack of clear next actions, and demand for community-driven recommendations.
01 — Destination
Users will generally think about the country first before narrowing down to the cities i.e. Japan first and then Tokyo
02 — Lack of Action
Resources are overwhelming, users don’t know what they’re supposed to do on the page
03 / User Engagement
Recommendations from muslims based in different countries and interaction with the community
04 / Summary Button
Summary button suggestions were brought up as it will direct users faster without having to scroll so much
Prioritisation Matrix
We grouped our affinity map insights into three categories: IA improvements, design features, and content rules, placing them on a prioritisation matrix based on feasibility and impact.
This helps us to pinpoint key areas of focus. We also documented future suggestions that emerged but couldn't be incorporated due to project time constraints.
Key Learnings From Research
Analytics Review
Analysis of Google Analytics and Hotjar recordings, we've identified the following key insights of user behaviour challenges.
These insights guide us on revamping the website's information architecture (IA).
01 — Findability issues
Users exhibited uncertainty about how to navigate the destination and itinerary page : often can't find what they need in either page
01 — Findability issues
Users exhibited uncertainty about how to navigate the destination and itinerary page : often can't find what they need in either page
01 — Findability issues
Users exhibited uncertainty about how to navigate the destination and itinerary page : often can't find what they need in either page
02 — Ad placements
Ad placements are too sporadic and interfere with user experience. Most users drop off after the 2nd pop-up ad interaction
02 — Ad placements
Ad placements are too sporadic and interfere with user experience. Most users drop off after the 2nd pop-up ad interaction
02 — Ad placements
Ad placements are too sporadic and interfere with user experience. Most users drop off after the 2nd pop-up ad interaction
03 — Scrolling Fatigue
Users read the entire article and scroll back up to find listings they're interested in, which proved to be tedious
03 — Scrolling Fatigue
Users read the entire article and scroll back up to find listings they're interested in, which proved to be tedious
03 — Scrolling Fatigue
Users read the entire article and scroll back up to find listings they're interested in, which proved to be tedious
User Interview
We conducted 3 user interviews to gain a better understanding of the travel needs of muslims, their pain point and frustrations.
Additionally, we observed their site usage, collected their suggestions for improving the overall user experience, and sought their opinions on integrating a community aspect.
We conducted 3 user interviews to gain a better understanding of the travel needs of muslims, their pain point and frustrations.
Additionally, we observed their site usage, collected their suggestions for improving the overall user experience, and sought their opinions on integrating a community aspect.
Connect to Content
Add layers or components to make infinite auto-playing slideshows.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
Main Takeaways From Research
Navigation & findability issues on key pages
Users bounce off from the site out of frustration and HHWT struggle with retention
Users leaving the HHWT ecosystem
They turn to external Google searches, since information isn't updated or extensive enough, with no way to ask or clarify on-site.
Users want to be led to information faster
Especially on article content pages, without having to experience scrolling fatigue.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
Key learnings from research
06 / Research insights
Key insights from data
Through analysis of Google Analytics and Hotjar recordings, we've identified the following key insights of user behavior challenges. These insights will serve as valuable guidance as we work on revamping the website's information architecture (IA).
01 / Findability issues
Users exhibited uncertainty about how to navigate the destination and itinerary page : often can't find what they need in either page
02 / Ad placements
Ad placements are too sporadic and interfere with user experience. Most users drop off after the 2nd pop-up ad interaction
03 / Scrolling Fatigue
Users read the entire article and scroll back up to find listings they're interested in, which proved to be tedious
Key insights from user interviews
We conducted 3 user interviews to gain a better understanding of the travel needs of muslims, their pain point and frustrations. Additionally, we observed their site usage, collected their suggestions for improving the overall user experience, and sought their opinions on integrating a community aspect.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
01 —
Information all in one place
Interviewees encounter difficulties in locating information on the HHWT site and frequently resort to conducting external Google searches,
02 —
Updated information is crucial
HHWT faces challenges in maintaining up-to-date information and interviewees express a lack of blind trust in the website's information.
03 —
Navigation Challanges
Interviewees encounter navigation challenges on the website, leading to frustration. Furthermore, they express uncertainty regarding the actions to take while on the homepage.
04 —
Desire for Community
Interviewees suggest that adding a community aspect could solve information discovery issues and highlight the willingness of the Muslim community to assist one another.
Main takeaways from research
Navigation challanges and findability issues on key pages - users bounce off from the site out of frustration and HHWT struggle with retention
Users leaving the HHWT ecosystem to do external google search - information not updated and not extensive enough, no means to ask / clarify on site.
Users want to be led to information faster especially on an article content page, without having to experience scrolling fatigue
Design Prioritsation
07 / Idea Development
Synthesising all our data
The affinity map helped us recognize consistent patterns across all data sources and provided valuable guidance for shaping our recommendations. We identified patterns in current user behavior, type of travel, most importantly we identified current pain points and opportunities for us to take
Key Insights from Affinity Map
01 / Destination
Users will generally think about the country first before narrowing down to the cities i.e. Japan first and then Tokyo
02 / Lack of Action
Resources are overwhelming, users don’t know what they’re supposed to do on the pages
03 / User Engagement
Recommendations from muslims based in different countries and interaction with the community
04 / Summary Button
Summary button suggestions were brought up as it will direct users faster without having to scroll so much
Categorising our features and recommendations
We grouped our affinity map insights into three categories: IA improvements, design features, and content rules, placing them on a prioritisation matrix based on feasibility and impact. This helps us to pinpoint key areas of focus. We also documented future suggestions that emerged but couldn't be incorporated due to project time constraints.
TL;DR
08 / Research Process
We conducted data analysis, competitive analysis, user testing, and evaluated usability heuristics and information architecture to better understand our users and website.
These insights guided the redesign of key pages like the homepage, destination page, and content article page.
For more details on the case study, please reach out to me here.