Apply for your next travel experience effortlessly.

Balsamiq, Whimsical, Sketch
UI/UX Designer — User Interviews, Wireframing, Interaction + Visual Design, User-Testing
Nov 2020 - Dec 2020
I went to apply for a visa, but my user experience was terrible. So I decided to redesign the website following government design guidelines.

The Problem

Redesign the antiquated gov website cluttered with a flawed navigation system and no focus on the primary user group. Through this improved and redesigned version, the website aims to provide essential information to the users interested in applying for a visa to India. The website has a layout and menu system that improves the old design of the website, several usability issues, users' pain points; the outdated design was identified and addressed.

The Design Process

Understand the WHY!

What are we trying to solve?


Who are we solving this for?


Brainstorming, Costumer Journey map and Wireframes.


Define the interface and User Flows.


Conducting user interviews to validate all design decisions.

Discovery & Research

To collect data and better understand the goals, desires, habits and pain points of users, I performed a competitive analysis, contextual analysis and a series of user interviews.

Competitive Analysis

Several government websites are promoting the visa application of the respective countries; two of the most popular destinations are the UK and Australia. I have analysed these websites to find out where Gov.India stands in comparison.

Contextual Inquiry

I then went on to conduct the contextual investigation to gather detailed user interpretations and make observations of work practise in the real-world context, gaining insight into the user's activities and underlying rationale.

The report is readable here

User Interview, Journey Map & Persona

In user interviews, I was looking to fill the knowledge gap and understand the user's experience. I found the most helpful insights in the interviews that came from the following questions:

Tell me about the last time you applied for a visa. What worked? What didn't?

How do you apply for visas? What worked? What didn't?

How do you find applying for an Indian e-tourist visa? What pain points occurred in this process?

User Journey Map

User journey helped me to illustrate thflow through the website and their process of engagement


Photographer |Creative | Organised
Pain points
- The online visa application using this website is time-consuming.

- Struggling to find the information needed to get the visa. 

- The website lacks a direct link to continue with a visa application.

- I was overwhelmed with the irrelevant information on the home screen.
- Need a step by step instructions to complete an online visa application.

- Fewer steps and transparent information on how to upload a photo document.

- To navigate the website at ease to find the information quickly.

- Instant live chat availability.
- How/when should they interact with the web.

- How can they understand the application process effortlessly?

- How could they fill out information at ease.
“ As a photographer, I need to apply for an online visa for my next trip to India, I want it to be less time consuming. So that I can concentrate on other aspects of the trip.”


Foodie |Yoga | Designer
Pain points
- The lack of a form validation system on the website is frustrating.

- I don't feel confident providing my details on this website; it does not feel trustworthy.

- While checking my visa status, the options provided were puzzling.

- I struggled to find the right information that I need.
- The website should have a security check before completion of the visa application (Verifying identity through SMS or email).

- I need a regular visa status update on my phone.

- The website should comply with different ethnicity (language translation).

- Need clear eligibility criteria are mentioned for a different category of visas.

- How can they know the input information is valid?

- How/when should they interact with the web.

- How could they access to the application from other devices?
"As a first-time traveller to India, I would like to get a regular visa status on my phone. So that I can update my application from my Ipad if needed."

Information Architecture

I ran a card sorting through the users and analysed their choices and interpreted the results. I then created a new navigation/menu system choosing the appropriate themes and categorised right menu choices.

I discovered and understood how users are looking for suitable options and how they are trying to achieve the goals, the users also categorised different choices under exciting themes which gave compelling insights into designing the new information architecture.

Old Design

I identified four sections of great interest to the end-users. Realising the strength of the relations and patterns that emerged from the card sorting I:

- I mapped out some wireframes following GDS.
- I created hierarchy that made sense to everyone.


I ideated and iterated the wireframe design by conducting informal usability testing with the low-fidelity prototype. The participants provided feedback on error-prevention methods, accessibility, and discoverability of the UI.

Final Prototypes

The visual design is the screen-by-screen pixel-perfect visualisation of the wireframes in detail.

I added a footer where users could find secondary information to don't overload the hero section with too much information.

Why GDS?

Following GDS guidelines, I was able to redesign the website aiming at better digestibility.

GDS design system helps to design and build services that are fit for everyone, they include details of how and when it’s been tested in user research.

This helps to decide whether it’s something that can be used or adapted for the services designed.

Application Process

Referring back to the Persona developed, I decided to break down the application process into meaningful sections and make my design responsive to Ipad.

Old Application form
New Application form


One lesson in UX that proved itself to be valid is to doubt all that drove this project from the beginning. It was not only challenging to redesign the website experience from scratch but also a tremendous responsibility to ensure that UX decisions were made to optimise the experience and fulfil the targeted user group's user requirements. Using user interviews and feedback to create a new information architecture that simplified navigation by redefinition under basic themes was inspiring.