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:
Brief
Problem
How to break through the limitations of traditional promotion and meet international tourists' desire to explore Shanghai's culture deeply.
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Some travel sources are outdated or lack personal/insider tips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
Type of Spot
Type of Card
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
AR Showcase
Next Step&Take Away











































