Home

-> my works -> InAlleys

InAlleys
Discover Hidden Gems in Urban Alleyways

My Role

UI/UX Designer

Time

4 months, July - Oct 2021

Overview

InAlleys is a digital tour guide tailored for each visitor to the Nanluogu Alley in Beijing. It reveals the timeless treasures under the rapid commercialization of historical tourist destinations.

As a designer with a deep personal connection to Nanluogu Alley, this project is more than just a design challenge; it's a manifestation of my passion for art and design, a reflection of my cultural identity, and a tribute to my growth.


! Problem

Many visitors never venture beyond the main attractions, missing out on these hidden gems.

Many visitors never venture beyond the main attractions, missing out on these hidden gems.

Imagine visiting Times Square in NYC. The bright lights captivate you, but what if you knew that just a few blocks away, there were quaint, hidden alleys filled with unique shops, cozy cafes, and rich history?


This is exactly the problem faced by tourists visiting Nanluogu Alley in Beijing, a place brimming with cultural treasures hidden behind its popular main street.

Imagine visiting Times Square in NYC. The bright lights captivate you, but what if you knew that just a few blocks away, there were quaint, hidden alleys filled with unique shops, cozy cafes, and rich history?


This is exactly the problem faced by tourists visiting Nanluogu Alley in Beijing, a place brimming with cultural treasures hidden behind its popular main street.

Nanluogu Alley is being profoundly transformed by commercialization.

The physical layout of Nanluogu Alleys is in a fishbone structure — people are attracted to the trinkets and souvenirs on the main street, but ignore the cultural heritage in 16 branch alleys.

Crowded main street

Empty branch alleys

-> Research

User Interview


I was curious about the visiting experiences of different demographics to Nanluogu Alley, so I had some interesting conversations with some non-local visitors, local students, and my family members.


I also let them doodle out their impressions to Nanluogu Alley as Psychogeographic Maps.


For further research, I have sent out surveys for feedbacks on

Concept



Psychogeography
is the study of urban environments in terms of their effects on emotions and behavior.



— Denis Wood, in International Encyclopedia of Human Geography (Second Edition), 2020

Among all responses…

67%
prefer visiting in-person

43%
wish for a tour that has social connection

36%
show interests in using
AR guidance

Jin

36 | Writer

Loves photography

"I can see that the commercial elements in the main street. I was disappointed by the dramatic contrast between its profound historical identity and the reality."

EXPECTATION

"As a non-local visitor, I want to make the best of my time here to get genuinely connected with the stories from 8 centuries ago. I will seize the chance to customize a journey into the branch alleys"

Yuan

15 | Middle school student

Loves history & travel

"Nanluogu alley is not retaining its profound cultural essence, but I can't find an appropriate way to explore it with all the dazzling lights and labels. I'm getting tired of it to be honest."

EXPECTATION

"I hope for a navigation that's more comprehensive and can make me relate to this place more rather than being exposed to those fancy stores and walking in the crowds."

-> Solution

There should be a digital tour guide for every visitor with the following features

Accessibility

Interactivity

Customization

Sociality