Hao Lv ChengLaunchedTRAVEL AND LIFESTYLE SERVICES
Hao Lv Cheng is a travel, mobility, and lifestyle service platform rebuilt from the product experience of Feixia Travel. It includes a mobile experience for customers and an operations experience for merchants and partners. Starting with flights and train tickets, it expanded into custom travel, cinema tickets, top-ups, local services, shopping, community content, and membership. The project restructured the homepage information architecture and business priorities, while extending the refreshed brand and original IP across the products and websites.
- My role
- Sole UI/UX designerContributed to requirements and feature prioritisationDesigned customer and merchant interactions and UIDesigned the websites, brand visuals, and original IP
- Period
- Feixia Travel: 2019–2020Hao Lv Cheng: 2022.04–07
- Delivered
- Feixia Travel customer and merchant products launchedHao Lv Cheng customer and merchant products launchedFeixia Travel and Hao Lv Cheng websites designedBrand visual system and original IP designed
- Core capabilities
- Homepage information architecture and traffic distributionTicketing, lifestyle, community, and membership experiencesOriginal bird IP and modular collaborative delivery
01 / Evolution
Product evolution: more than a colour change, a shift in position and structure.
Hao Lv Cheng was built on the experience of several Feixia Travel releases. As ticketing, travel services, lifestyle consumption, community content, and membership continued to grow, the product needed clearer business priorities and a new brand language for its broader service position.
Feixia Travel V1.0
Established the ticketing foundation quickly, entering the market with flights and trains at its core.
Feixia Travel V2.0
Added travel services and lifestyle purchases to broaden product use cases.
Feixia Travel V3.0
Continued refining core flows and product structure, establishing a more complete product style.
Hao Lv Cheng V1.0
Redefined the positioning and homepage structure, expanded lifestyle, community, and membership services, and refreshed the brand.
02 / Problem
Design problem: as services grew, homepage entry points became fragmented and priorities unclear.
Severe product sameness
Ticketing, travel, and lifestyle services kept growing, but the core value and business priorities were not expressed clearly.
Fragmented entry points, dated content
Homepage entry points accumulated without hierarchy between core and supporting services, making it hard to know where to begin.
Low distinctiveness
The old visual language could not support the broader travel-and-lifestyle position, and lacked brand assets that could live throughout the product.
03 / Homepage
Homepage redesign: from adding entry points to setting priorities.
Several complete homepage directions compared module organisation, visual focus, and content rhythm—not just colour choices. Flights, trains, and travel services address frequent core needs; lifestyle, content, community, shopping, and membership are layered by purpose and business value.
04 / Membership
Membership: distinguish tiers without splitting the product into four systems.
One account-centre structure uses themed card colours for standard, gold, platinum, and diamond tiers while keeping orders and common actions consistent.
05 / Brand & IP
Original IP: turn an intangible brand into a memorable character.
The original bird character developed from sketches into a base character and action set, then entered loading, empty, membership, and prompt states instead of remaining only in campaign materials.
Design Highlights
Design highlights
Multi-version product evolution
Reframed the product position, service structure, and experience to support a growing set of travel and lifestyle services.
Customer and merchant products
Designed customer-side ticketing and lifestyle services as well as operational interfaces for merchants and partners.
Homepage and membership experience
Rebuilt the homepage architecture around multiple services and strengthened tier, account, and benefit experiences.
Brand and original IP
Delivered the brand refresh, websites, original IP exploration, and extensions into the products.
07 / Reflection
Design reflection: if I rebuilt it today, I would start with the design system.
More services should not mean more homepage entry points; multiple directions should represent different strategies, not just different colours.
Build the design system first. Align components, layout, and visual language before designing individual screens.
Make each direction represent a strategy. Each concept should express a different information priority and product strategy.
Put the IP in real contexts. Define its use in product states, operational content, and offline materials early.