Personal Project
My Role: Product designer, UIUX Designer
Duration: 2 month
Tool: Figma, Adobe Photoshop, Blender,
Tags: Learning Design, Game Design, AR, UXD, User Research, UIUX Design

Personal Project
My Role: Product designer, UIUX Designer
Duration: 2 month
Tool: Figma, Adobe Photoshop, Blender,
Tags: Learning Design, Game Design, AR, UXD, User Research, UIUX Design

Personal Project
My Role: Product designer, UIUX Designer
Duration: 2 month
Tool: Figma, Adobe Photoshop, Blender,
Tags: Learning Design, Game Design, AR, UXD, User Research, UIUX Design

Traditional and Single

Promotional Channels

Created by kholifah

from the Noun Project

Fragmented Information

Created by SAM Designs

from the Noun Project

Insufficient Cultural Depth

Created by Roaming Grove

from Noun Project

Formulaic/Facialized of Souvenirs

Background

China has recently implemented a 144-hour visa-free transit policy, allowing eligible foreign tourists to stay in Shanghai and other cities without a visa for six days. Famous cities like Beijing and Shanghai naturally become the top destinations for foreign tourists. However, the current tourism promotion methods in Shanghai face the following issues:

This is an interactive project using card game as a medium, aimed at tourists visiting Shanghai and those interested in the city. The project allows people to explore Shanghai's historical, cultural, and human stories, providing a connected travel route for those planning to visit. Compared to traditional cultural tourism promotion, the card game format sparks curiosity and a desire to learn more about Shanghai, offering greater fun, interactivity, and immersion.

This is an interactive project using card game as a medium, aimed at tourists visiting Shanghai and those interested in the city. The project allows people to explore Shanghai's historical, cultural, and human stories, providing a connected travel route for those planning to visit. Compared to traditional cultural tourism promotion, the card game format sparks curiosity and a desire to learn more about Shanghai, offering greater fun, interactivity, and immersion.

This is an interactive project using card game as a medium, aimed at tourists visiting Shanghai and those interested in the city. The project allows people to explore Shanghai's historical, cultural, and human stories, providing a connected travel route for those planning to visit. Compared to traditional cultural tourism promotion, the card game format sparks curiosity and a desire to learn more about Shanghai, offering greater fun, interactivity, and immersion.

Brief

Problem

How to break through the limitations of traditional promotion and meet international tourists' desire to explore Shanghai's culture deeply.

Research

Research

Research

Innovation and Practicality

Innovation and Practicality

Innovation and Practicality

Comparison of Taiyuan's National Day Tourism Data (2019 vs. 2024) After the Release of Black Myth: Wukong

Comparison of Taiyuan's National Day Tourism Data (2019 vs. 2024) After the Release of Black Myth: Wukong

Comparison of Taiyuan's National Day Tourism Data (2019 vs. 2024) After the Release of Black Myth: Wukong

Balance fo Functionality and Culture

Balance fo Functionality and Culture

Balance fo Functionality and Culture

People are more willing to buy diverse, practical, innovative and culturally reflective souvenirs.

People are more willing to buy diverse, practical, innovative and culturally reflective souvenirs.

People are more willing to buy diverse, practical, innovative and culturally reflective souvenirs.

Video game IPs boost tourism and over half of people willing to visit real-world locations inspired by games.

Video game IPs boost tourism and over half of people willing to visit real-world locations inspired by games.

Video game IPs boost tourism and over half of people willing to visit real-world locations inspired by games.

5%

5%

5%

31%

31%

31%

14%

14%

14%

20%

20%

20%

18%

18%

18%

12%

12%

12%

Heritage Sites

Heritage Sites

Heritage Sites

Monuments

Monuments

Monuments

Religious Sites

Religious Sites

Religious Sites

Parks & Gardens

Parks & Gardens

Parks & Gardens

Museums

Museums

Museums

Others

Others

Others

31% Heritage Sites

31% Heritage Sites

31% Heritage Sites

In-depth cultural tourism experiences and the diversification of travel forms are becoming a trend.

In-depth cultural tourism experiences and the diversification of travel forms are becoming a trend.

In-depth cultural tourism experiences and the diversification of travel forms are becoming a trend.

Video and social platforms spread content quickly and engage users well but suffer from uneven quality, fragmented information, and challenges with cultural differences in international settings.

Video and social platforms spread content quickly and engage users well but suffer from uneven quality, fragmented information, and challenges with cultural differences in international settings.

Video and social platforms spread content quickly and engage users well but suffer from uneven quality, fragmented information, and challenges with cultural differences in international settings.

Social Media and New Media Platforms

Social Media and New Media Platforms

Social Media and New Media Platforms

Commercial Channels and Industry Partnerships

Commercial Channels and Industry Partnerships

Commercial Channels and Industry Partnerships

Travel agencies offer comprehensive services and multilingual support but may lack personalization, be more expensive, and differ from actual experiences.

Travel agencies offer comprehensive services and multilingual support but may lack personalization, be more expensive, and differ from actual experiences.

Travel agencies offer comprehensive services and multilingual support but may lack personalization, be more expensive, and differ from actual experiences.

A comparison of existing Shanhai’s travel promotions

A comparison of existing Shanhai’s travel promotions

A comparison of existing Shanhai’s travel promotions

Official platforms are authoritative but slow and conservative, making them less appealing to younger, entertainment-seeking audiences.

Official platforms are authoritative but slow and conservative, making them less appealing to younger, entertainment-seeking audiences.

Official platforms are authoritative but slow and conservative, making them less appealing to younger, entertainment-seeking audiences.

Official Promotional Platforms and News Media

Official Promotional Platforms and News Media

Official Promotional Platforms and News Media

How might I design a physical game, like board game, and add interactive part to help people explore Shanghai’s history and culture?

Persona

Jack Ye

China, Nanjing

21 years old

Online travel info is often too brief or contradictory

Hard to judge which sources are reliable

Local insights are missing from popular apps

Anime merchandise and niche interests are rarely covered in mainstream travel guides

Very little official tourism promotion targeting young people or niche cultures

More accurate, detailed, and reliable local information

Recommendations for places popular among young people and subcultures

A trustworthy platform that doesn’t require cross-checking different source

Discover unique spots that match his personal interests

Recommend Shanghai as a trendy, diverse city to his friends

Painpoints

Wants & Needs

Goal

Kelly Im

American

28 years old

Some travel sources are outdated or lack personal/insider tips

Language barrier—local apps/sites are hard to use for non-Chinese speakers

Tour packages often don’t match her personal interests

Updated, authentic, in-depth local information

English-friendly resources and platforms

Flexibility to explore beyond standard tourist routes

Experience the real Shanghai, especially its blend of tradition and modern life

Recommend Shanghai’s vibrant culture, unique neighborhoods, and street life to friends

Painpoints

Wants & Needs

Goal

Why card game?

Portable

Simple

Storytelling

Scalable

Immersive

Randomness

Interactive

Cultural

Project Outcome

Title

Title

Scenic Spot Card/Item Card Piles

Scenic Spot Card/Item Card Piles

Spots

Spots

Game Board

Game Board

Other Card Piles

Other Card Piles

When you arrive at the scenic spot, you need to find the card in the scenic spot card pile that has the same icon you are at.

When you arrive at the scenic spot, you need to find the card in the scenic spot card pile that has the same icon you are at.

When you arrive at the game spot, you need to draw a card from the game card pile.

When you arrive at the game spot, you need to draw a card from the game card pile.

When you arrive at the kiosk spot, you need to draw a card from the item card pile.

When you arrive at the kiosk spot, you need to draw a card from the item card pile.

When you arrive at the bus station spot, you need to draw a card from the ticket card pile.

When you arrive at the bus station spot, you need to draw a card from the ticket card pile.

When you arrive at the event spot, you need to draw a card from the event card pile and follow the instructions on it.

When you arrive at the event spot, you need to draw a card from the event card pile and follow the instructions on it.

Type of Spot

At the kiosk, you can buy toys, snacks, and daily necessities, allowing players to experience the memories of Shanghai residents.

At the kiosk, you can buy toys, snacks, and daily necessities, allowing players to experience the memories of Shanghai residents.

Back

Back

Front

Front

Item Card

Item Card

Instruction

Instruction

Type of Card

Each attraction card documents a famous building in Shanghai. Some feature unique architectural styles, others have historical stories behind them, and some were once popular spots in the daily lives of Shanghai's residents.

Each attraction card documents a famous building in Shanghai. Some feature unique architectural styles, others have historical stories behind them, and some were once popular spots in the daily lives of Shanghai's residents.

Front

Front

Back

Back

Scenic Spot Card

Scenic Spot Card

Instruction

Instruction

The back of the ticket cards is designed based on the style of bus tickets from the 2000s, with the descriptions featuring famous or historically significant routes in Shanghai.

Back

Front

Ticket Card

Game Card

The game cards are inspired by “NongTang” games, allowing players to learn about the games that people used to play in the NongTang and how they were played.

Back

Front

These festival-themed story cards immerse players in Shanghai's traditions, guiding them through iconic locations to uncover the city's vibrant cultural stories.

These festival-themed story cards immerse players in Shanghai's traditions, guiding them through iconic locations to uncover the city's vibrant cultural stories.

Event Card

Event Card

AR Showcase

Sound

Sound

Click-triggered sound

Click-triggered sound

Animation

Animation

Click-triggered animation

Click-triggered animation

Information

Information

Regularly Updated travel Guide

Regularly Updated travel Guide

Interactive

Interactive

GIF

GIF

I poured a amount of my passion into the 'Shikumen' project. This wasn't just because of my personal connection to Shanghai as my birthplace, but because I wanted to create a medium to share its cultural and history.
I view this project less as a game design project and more as an Gamified Learning Design. To create a board game was a choice that emerged after synthesizing my research data. The research indicated that a tactile, interactive format was the best way to engage users. Than, as a local, I chose specific cultural stories—ones that tourists rarely get to hear—and used my art skill to transform these insights into an immersive, educational product.

I poured a amount of my passion into the 'Shikumen' project. This wasn't just because of my personal connection to Shanghai as my birthplace, but because I wanted to create a medium to share its cultural and history.
I view this project less as a game design project and more as an Gamified Learning Design. To create a board game was a choice that emerged after synthesizing my research data. The research indicated that a tactile, interactive format was the best way to engage users. Than, as a local, I chose specific cultural stories—ones that tourists rarely get to hear—and used my art skill to transform these insights into an immersive, educational product.

I poured a amount of my passion into the 'Shikumen' project. This wasn't just because of my personal connection to Shanghai as my birthplace, but because I wanted to create a medium to share its cultural and history.
I view this project less as a game design project and more as an Gamified Learning Design. To create a board game was a choice that emerged after synthesizing my research data. The research indicated that a tactile, interactive format was the best way to engage users. Than, as a local, I chose specific cultural stories—ones that tourists rarely get to hear—and used my art skill to transform these insights into an immersive, educational product.

Next Step&Take Away