Overview

This project focused on the full redesign of a Thai cultural museum’s website to improve both usability and visual consistency. The original site suffered from fragmented design, inconsistent themes, outdated elements, and critical UX flaws such as non-functional links, poorly styled pop-ups, and missing or hard-to-find key information like the FAQ and ticket purchasing options.

One of the most glaring issues was the disconnect between the site's aesthetic and the rich cultural identity it aimed to represent. The outdated Thai font and mismatched design components detracted from the authenticity and elegance of the museum’s story. Navigational elements, including a redundant burger menu and unclear calls to action, further hampered the user experience.

The redesign addressed these issues by creating a unified visual language that respects the museum's cultural roots while introducing a modern, polished interface.

Problem

During the initial review of the website, several usability and visual design issues became apparent, affecting both the user experience and the brand’s online credibility.

• Outdated Design & Inconsistency
  The overall visual design feels outdated, with inconsistent themes across pages and the use of old Thai fonts that don’t reflect a modern or cultural aesthetic.

• Poor Usability & Navigation
  Important features like ticket purchase and FAQs are hard to find or improperly labeled. Navigation elements (e.g., duplicated burger menu, broken links) make the site confusing and unreliable.

• Unclear Communication of Information
  Key content (e.g., pop-ups, images, CTAs) lacks hierarchy and responsiveness, making it difficult for users to access or trust the most important information.

Research

To guide the redesign of the Sanctuary of Truth’s website, I conducted independent research focused on user needs, tourism website best practices, and UX/UI improvements relevant to cultural institutions.

• Competitor Analysis
  Studied websites of renowned cultural landmarks and museums (both local and international) to identify modern design patterns, ticketing flows, and information architecture strategies.

• UX/UI Heuristic Evaluation
  Audited the existing site to identify key usability issues, such as unclear navigation, outdated interface elements, and accessibility limitations.

• Tourism Trends & User Behavior Review
  Reviewed tourism data, traveler expectations, and multilingual accessibility standards to ensure the redesign would appeal to both Thai and international audiences.

• User Analysis

  To design with empathy and purpose, I crafted foundational user persona that reflect real-world behaviors, frustrations, and expectations as well as user journey map.

Restructuring for Clarity and Discoverability

To improve both user navigation and search visibility, I restructured the site’s information architecture with clarity and accessibility in mind. The updated sitemap prioritizes key user action such as discovering highlights, accessing visit information, and purchasing tickets within floating action button (FAB). I grouped culturally rich content under clear categories like “Discover,” while consolidating scattered pages and eliminating dead links. This not only modernizes the browsing experience but also ensures foreign visitors and locals alike can quickly find what they need, enhancing overall engagement and discoverability.

Prototype

01 - I restructured the homepage to establish clarity, consistency, and a stronger first impression.

Before: The original homepage was cluttered, lacked visual hierarchy, and mixed unrelated content without clear sections. Important information like ticketing or visiting details was hard to find, making navigation frustrating for users.

Now: I designed a structured homepage with defined sections, headlines, and logical content flow. A clear hero area introduces the museum with engaging visuals and a succinct introduction. Non-essential or secondary content was moved further down or to internal pages to reduce noise and create a smoother, more intentional user journey.

02 - I redesigned the hover dropdown menu to be more sleek, engaging, and informative.

Before: The original dropdown under “Discover” was a plain white box with basic text links, making it easy to overlook and uninspiring to use.

Now: I introduced a visually refined hover dropdown with a modern layout, improved spacing, and subtle hover animations. I also added visual highlights for key topics such as featured stories and architectural elements to guide users’ attention and spark curiosity.

03 - I added a floating action button (FAB) for ticket purchasing to improve visibility, accessibility, and provide multiple entry points.

Before: The “Buy Ticket” option existed only as a static text link in the header, which could be overlooked and offered just one access point to the ticketing page.

Now: I introduced a floating action button that stays visible across the entire site, allowing users to purchase tickets at any moment. Additionally, I added a clear ticket purchase option within the “Visit Us” section. By creating multiple entry points, users now have greater flexibility and fewer barriers when taking action—ultimately streamlining the conversion process.

04 - I redesigned the checkout experience to feel more trustworthy and added upselling opportunities through optional add-ons.

Before: The original checkout page lacked structure and polish, which could undermine user trust during the payment process. It also didn’t offer any additional options to enhance the visitor experience.

Now: I created a cleaner, more systematic layout that instills confidence in users as they complete their purchase. I also introduced optional add-ons—such as an audio guide and VIP sunset access—to increase value for the user and drive additional revenue. These enhancements make the checkout process not only more seamless but also more strategic for both users and the business.

05 - I revamped the event page to improve scalability and user engagement through better structure and search functionality.

Before: The original event page was cluttered—just a mix of text and images with no clear hierarchy or standout details. There was no way to search or filter, and event dates were buried within the content, making it hard for users to plan ahead.

Now: I introduced a clean layout that highlights each event with clear visuals and date information. To support user goals, I added keyword and date-based search filters, helping visitors quickly discover events that match their interests. This improves usability and encourages ticket purchases by showcasing relevant experiences more effectively.

before

Key Takeaway

• Discovered the power of upselling through thoughtful UI elements (e.g., add-ons at checkout).

• Reinforced the value of accessibility and intuitive navigation to support a seamless user journey.

• Developed a stronger understanding of how good design directly impacts user trust and engagement.

• If I had more time, I’d explore motion design or micro-interactions to elevate user delight and guide attention subtly through transitions.