Experience the Authentic Charm of Shanghai at Your Fingertips.

"Visiting Shanghai" City app developed and operated by Shanghai city image promotion center.

BACKGROUND
A city guide project in collaboration with the Shanghai government.

CHALLENGE
Delivering a tailored experience for inbound foreign travelers while preserving the authenticity of Shanghai's city brand.

ROLE
Operations Manager

Highlights

What did I do?

The app's content and design underwent over 100 meticulous iterations, ensuring a refined and user-centric experience—yet, it ultimately never reached a public launch due to COVID conditions.

As a member of the Visit Shanghai App team, my role was to conceptualize and design the ultimate city exploration guide, leveraging advanced features like 5G live broadcasts, VR tours, and AR scanning to showcase Shanghai's vibrant charm. I aimed to create an intuitive experience, enabling users to effortlessly discover districts, book attractions, find restaurants, and navigate the city with integrated transport solutions. The app also offers seamless access to medical services, allowing users to book appointments and retrieve medical records in just a few taps. By highlighting Haipai Culture, Red Culture, and iconic architecture through interactive, personalized content, we ensured a rich cultural journey for every user. My focus was on crafting the English version, tailored specifically to global travelers, making their exploration of Shanghai easy, engaging, and unforgettable.

It all started with market research

I conducted in-depth research on major city guide apps worldwide, mapping out their features and structures using detailed flowcharts. This process provided valuable insights into creatively blending a city's essence with compelling visual elements on a mobile interface.

Ideate, integrate and iterate

It's all about sketching and bringing my ideas to life through structured layouts and demos. Occasionally, I let my imagination run wild, incorporating those bold concepts into subsequent iterations.

A great app drives great business, and that’s only possible with strong partnerships. I explored and collaborated with various service providers across travel, food catering, and transportation, integrating them all into a seamless solution. Here are some of the standout partners we worked with.

Cool discoveries

Brand Campaigns

• Referral Rewards Campaign: We launched an "Invite & Earn" program where users earned travel credits, overseas hotel discount coupons, or experience vouchers for inviting friends and making purchases on the platform.

• Customized Travel Deals for the International Edition: We crafted offline coupons for guided tours, car rentals, taxis, and high-speed maglev train services, specifically tailored to meet the needs of international travelers.

• Shanghai Cultural Experience Packages: Collaborating with local cultural venues, theaters, music halls, restaurants, and architects, we created themed experiences like garden tours, traditional arts workshops (calligraphy, painting, chess), and other creative cultural activities.

• Cultural Ambassadors Program: Together with the foreign affairs office, we recruited international "experience experts" who immersed themselves in Shanghai’s culture and shared it with others.

• Lucky Star Contest: We designed prizes that resonated with both domestic and international users, incorporating Shanghai events like friendly visits and cultural exchanges. The goal was to offer foreigners a unique opportunity to connect with Chinese culture while abroad.

• Business Traveler Insights: Conducting a survey of business travelers, we identified their leisure preferences and developed campaigns that curated offers specifically for their downtime.

• Family-Friendly Campaigns: Understanding the unique needs of families, we put together travel packages and activities designed with their preferences in mind.

• SIM Card Giveaway: We rewarded international visitors with prepaid SIM cards (15-day or 7-day packages) as part of welcome packages or promotional campaigns.

• Social Media and Print Promotions: We leveraged social media platforms and magazines to spread the word about our services and campaigns, reaching a broader audience.

• Embassy and Consulate Partnerships: By partnering with foreign embassies and consulates, we extended cultural exchange opportunities, promotions, and offers directly to their nationals.

• Student Engagement Initiatives: Working with universities, exchange programs, and cultural centers, we introduced summer camps, internships, and student-focused travel deals, addressing the complexities of visa requirements.

• Friendly City Exchange Program: We promoted cultural and historical connections through activities such as architectural exhibitions, TV co-productions, culinary showcases, and opera collaborations between Shanghai and its partner cities.

• Fashion and 5G Live Streams: Hosting live streams of the Dongfang Group Fashion Festival and 5G-enhanced Huangpu River cruises was a highlight, featuring breathtaking nighttime views and fireworks displays.

• Sports Campaign for Shanghai Marathon: We streamlined registration for various Shanghai Marathon events and designed promotional packages for participants, making the experience seamless and exciting.