MyBhutan
Official Website
REDESIGN
MyBhutan is a boutique luxury travel designer and outfitter that specializes in creating private, tailored journeys to the Kingdom of Bhutan.
The objective of this project was to redesign the official website to improve overall UI/UX quality, increase usability, and introduce new business-required functionalities that were missing in the previous version.
Business Strategy
Product Orientation
UI/UX Design
Background
The original MyBhutan website faced significant challenges in converting visitors into travellers. The design lacked visual impact, failing to capture the unique beauty of the destination. Furthermore, the user flow was fragmented; users had to leave the platform to complete bookings or submit travel documents. The redesign focused on creating a "one-stop-shop" experience that feels as serene and professional as the country itself.
The old designs
Key Issues Identified
Outdated and visually flat interface
Weak hierarchy in content structure
Limited filtering and browsing capabilities
No direct trip ordering system
No document upload feature
Poor guidance for trip preparation
User & Product Research
I reviewed user feedback to better understand their pain points and desired features. I also conducted research on reviews and behavioral patterns across other travel platforms. AI tools supported the data collection and synthesis process, helping me efficiently summarize key insights.
Based on these findings, I developed user personas to clarify the direction of the new design and ensure it aligned with real user needs.
Emily
corporate manager- Limited time to plan
- Too many unclear trip options
- Uncertainty about visa and document requirements
- Clear trip packages
- Easy booking process
- Step-by-step travel preparation guidance
- Secure document upload
Olivia
travel blogger- Lack of inspiring visuals
- Insufficient itinerary detail
- No ability to save trips for later comparison
- High-quality images
- Clear daily itineraries
- Save / favorite trips
- Transparent pricing
Asher
retired explorer- Confusing navigation
- Hard-to-read typography
- No clear post-booking tracking
- Clean interface
- Larger readable fonts
- SBooking confirmation dashboard
- Progress tracking for trip preparation
Fiona
Adventure Traveler- Hard to evaluate authenticity of tour experiences
- Lack of detailed daily schedules and cultural depth
- Detailed day-by-day itinerary with cultural highlights
- Option to submit special requests during booking
I analyzed industry leaders to identify best practices and common frustrations in the travel booking space.
Positive
- Package bundling (flight + hotel)
- Visual-heavy layout
- Promotional highlights
Negative
- Generic trip preparation; lacks the personal touch needed for niche destinations like Bhutan.
Positive
- Strong review system builds trust
- User-generated photos
- Clear rating hierarchy
Negative
- Overwhelming UI; "cluttered" with ads and too many call-to-actions.
Positive
- Powerful filtering system
- Clear pricing comparison
- Strong urgency triggers
Negative
- High-pressure "scarcity" tactics (e.g., "Only 1 room left!") can feel stressful for luxury planning.
What I learned from the research and the key insights that informed and justified my design decisions:
Users expect trusted reviews and clear decision-making information, something MyBhutan must showcase more prominently than competitors.
People consistently cite difficulty in finding detailed itineraries, pricing clarity, and booking flow intuitiveness, which aligns with my goals to improve these aspects.
Market trends show that travellers prefer platforms that combine visual inspiration + easy search + transparent checkout. So my redesign needs to address discovery + conversion journeys holistically.
Goals to Achieve
Based on the research, the redesign focused on four primary objectives:
- Visual Elevation: Upgrade the UI with high-quality imagery, sophisticated typography, and a modern layout that reflects Bhutan’s cultural heritage.
- Intuitive Navigation: Streamline the UX to allow users to discover, filter, and save trips with minimal clicks.
- Direct Transactional Power: Transition from an "inquiry-only" site to a platform where users can order trips directly.
- Integrated Document Management: Build a dedicated system for users to upload passport copies and legal materials, ensuring a seamless pre-trip preparation.
Final Designs
The redesign process took approximately five months and covered nearly 40 pages. Maintaining design consistency across such a large scope required careful attention to detail. At the same time, ensuring ease of use was a key challenge, especially as we introduced new features such as online booking, file management, and trip preparation tools.
I also redefined the visual system by selecting new typography and establishing an updated color scheme. The goal was to enhance readability while creating a more premium and refined aesthetic that aligns with the brand’s positioning.
MyBhutan - Noto Serif Display
Bhutan’s Boutique Luxury Travel
Designer and Outfitter - Manrope
The redesigned itinerary browsing page is significantly clearer and more informative. It displays key details such as category, rating, description, interests, and reviews, allowing users to quickly understand each trip without needing to open the detailed page.
Users can also sort itineraries by different categories based on their preferences. Two view modes were introduced to provide a more flexible and responsive browsing experience. Additionally, registered users can save trips for later or share them with friends and on social media platforms.
The redesigned itinerary detail page provides comprehensive information to help users better understand each destination. Users can book the trip directly from this page or combine multiple trips to create a customized package.
We also allow users to leave reviews directly on the page, offering valuable references for future travellers. Key insights—such as average rating, number of saves to wish lists, total interests, and reviews—are displayed to give users a clear sense of the trip’s popularity and overall appeal.
Soul Project is a new feature introduced in this redesign. Its goal is to encourage visitors to support carefully selected meaningful initiatives that benefit local communities and the environment in Bhutan.
I introduced a file management system and integrated an information centre within the user profile to help users easily track the status of their applications. From this section, they can also edit their saved and booked trips. Additionally, users can access helpful information such as weather updates, forest conditions, and guide recommendations, ensuring they are well-prepared for their upcoming trips.
Outcome & Impact
The results were very encouraging. Page visits increased by 2.6×, and the conversion rate improved by 12%, driven by the more user-friendly, refreshed interface and the practical tools we introduced.
Thank You For Watching!
2011~2026, mycud.com