Google Travel
The essence of a destination
PROCESS
How might we help travelers understand the reasons to visit a destination?
Context
If you’re interested in taking a trip to a new place and you ask a friend about it who’s been there.
What do you expect?
Pain Points
The “Things to do” section was just a top 10 list points of interest.
There was no richness to convey the essence of a destination nor context as to why these places are important.
Explorations
Can the essence of a destination be communicated by thumbnails in the navigation?
Can we distill the salient aspects of a destination down to a few key categories? Does this give the essence?
What is the value of a hero image of the destination?
Results
Landing page
Topic page
Travelers can now get an overview of the reason to visit their destination with things to see and do organized around those aspects.
Desktop landing page
Desktop topic page