Experience Service Design
Cultural Collection Platform
Duration: Feb 2023 – May 2023
Type: Personal Project
Project Overview
Lijiang, my hometown, is renowned for its diverse ethnic minority cultures, particularly the Dongba culture of the Naxi people, rich in intangible cultural heritage like traditional music, dance, handicrafts, festival celebrations, and medicine.
This project is an extension of the previous Rebranding Yinjiu project, shifts focus from a single product to a broader intangible cultural heritage universe. I tackled fundamental issues for two target user groups – cultural inheritors and younger audiences – proposing potential solutions.
User Research
We faced the challenge of preserving traditional culture amidst the modernization of the digital era. In order to better understand user pain points, I conducted extensive market research and user studies. This included 30 user interrupt-interviews, 12 in-depth interviews, and usability tests to gauge young people's interest in different service experiences.
During processing interview results, similar insights were combined into main takeaway topics
Market research and data analysis revealed that Lijiang's intangible heritage lack of accessible channels. Traditionally reliant on word-of-mouth, it struggles to be effectively documented and disseminated through conventional media.
User research indicated that outdated service experiences and a lack of innovation failed to meet the personalized, diverse, and trendy demands of the younger generation.
Growth in the Number of Cultural Heritage Shops online
Consumer Trends of All Age Groups of Online
70% of Chinese Old Brands Belong to Cultural Heritage
Design Process & Goals
I developed an information architecture, improved user flow, and mapped user journeys, alongside developing high-fidelity wireframes. This project entailed developing an online platform and designing offline workshop services. By covering both online and offline experiences and focusing on user experience, I aimed to create an interactive community basecamp for intangible cultural heritage.
Online Cultural Heritage Basecamp
This online platform dedicated to preserving rich Lijiang cultural heritage. Seamlessly blending modern design aesthetics with traditional elements, it offers interactive and educational experience.
The platform features immersive experience and user-friendly interfaces, making intangible cultural practices accessible and engaging for a global audience. It includes features like virtual workshops, discussion forums, and collaborative spaces where both heritage bearers and enthusiasts can interact.
Home Page
Community
Detail Page
Contact Page
Offline Immersive Experience Workshop
These workshops serve as a tactile, interactive complement to the online basecamp, offering participants a hands-on experience with the rich tapestry of Lijiang’s intangible cultural heritage.
A key aspect of these workshops is the active participation of local artisans and cultural experts who not only showcase traditional arts like crafts, music, and dance but also engage participants directly in these activities, offering a hands-on and immersive learning experience.
Project Takeaways
This dual approach of online and offline experiences created a comprehensive ecosystem for experiencing and preserving cultural heritage, effectively bridging the gap between traditional cultures and the modern digital landscape, and appealing to a diverse audience, especially the younger generation.