Swedish Tourism Wireframe

Design April 20, 2013

While interning at Good Old in 2011 I built experience with wire-framing and rapid design mockups. The sample below was part of the ideation process for the re-design of a regional tourism bureau’s website. I used my own experiences as a visitor to Sweden to inform and balance my design choices in the wireframe.

Front Page Layout



I suggested two image carousels in order to strike a balance between the tourism bureau’s need to promote certain events and present a coherent image of the region, and a visitor’s need to find personally relevant information when visiting or planning a trip. The larger carousel at the top would highlight new site-wide featured items, campaigns, and events with wide significance. The second, “Happenings,” offers more personalized, localized event listings and featured news items.  

The third level, “Skane Living” focuses on interests and lifestyles, working to highlight and surface both new and old blog content, articles about local attractions, history, recipes, guides, reviews, and other items relevant to different types of tourism. Tags like “Food and Drink” are foregrounded here to provide an easy way for users to explore related posts and discover things users might not know to search for. Post tags can also add to the information architecture of the site, allowing more fine grained advanced search functionality.

Other design concepts included a participatory ranking or review system (here symbolized by the heart button) to provide greater context and an additional value by which to rank and order content. As an outsider visiting a new place, social cues like the number of reviews or ‘likes’ something receives can provide fast, helpful decision-making feedback when planning an itinerary, and when integrated with social media sharing services they can also serve as a marketing tool. 

I also suggested highlighting common visitor and tourist needs in the main menu, with items like trip planners for the various regional transit systems, and quick links to official tourist bureau promotions & outside sites that aggregate local sales, coupons, and other deals.  


Special Interest Articles – Category Listing



Design Notes:

  • If you select a special interest category or tag from anywhere on the site, you’ll be taken to a category listing with the most recent articles displayed, offering a number of filtering tools (e.g., chronological sorting and social ranking).
  • The featured article carousel at the top allows this category to maintain relevant tie-ins to site-wide campaigns.
  • A map feature on the side allows you to filter the page based on the map; a more advanced map search & category filtering tool is available by clicking a link under the map.


Attraction & Venue Information Page





 Design Notes:

  •  Each location, venue, or event can have a detailed information page with a description, images, contact information, and a map illustrating locations, routes, or other relevant information.
  • A comment and rating system helps provide additional contextual information and crowd-sourced problem solving. 
  • The tag system provides an additional data point to help categorize events and navigate the site, helping target users find the information they’re looking for.
  • The nearby attractions feature helps users build an itinerary by suggesting additional things to see and do.

Leave a Reply

Your email address will not be published. Required fields are marked *