Uncovering a Hidden Gem in Japan
Uncovering a Hidden Gem in Japan
Making it easier for non-Japanese speakers to discover and visit Nishiawakura, a “hidden” sustainable forest village in Okayama, Japan
Making it easier for non-Japanese speakers to discover and visit Nishiawakura, a “hidden” sustainable forest village in Okayama, Japan
MY ROLE
Research, interviews, wire framing, design, content writing, prototyping, usability testing
TIMELINE
Feb - Mar. 2025
INTRODUCTION
Wait- this type of place exists?!
🧳
Living in Japan, I thought I had seen it all- I couldn’t have been more wrong. Through my husband’s videography work and friends who live in the village of Nishiawakura, I experienced the warmth and energy this tiny sustainable village has to offer. As an avid traveler, I instantly knew that Nishiawakura would be a welcomed spot for travelers who are looking for a deeper, local connection in Japan, away from the overcrowded tourist spots of Tokyo, Osaka, and Kyoto. It’s just that...there was no English information about this village anywhere!
PROBLEM(S)
Why AI images? Where’s the rest of the content? 😔
Because the current Nishiawakura website is in Japanese, non-Japanese speakers have no way of accessing village information. Furthermore, the media content of the site heavily relies on AI imagery and does not showcase the village’s true characteristics nor does it effectively communicate the various activities that can be done.
Because the current Nishiawakura website is in Japanese, non-Japanese speakers have no way of accessing village information. Furthermore, the media content of the site heavily relies on AI imagery and does not showcase the village’s true characteristics nor does it effectively communicate the various activities that can be done.
1
2
1
Unclear English navigation + is the only spot where English is found
2
AI imagery that doesn’t show the locals nor what the village truly looks like + shows unfriendly/ uninviting faces
1
1
Limited and unclear information. What can we actually do here?
1
2
1
Visual design of some pages are dated and cramped
2
Organization and layout of cards is too busy, needs better hierarchy
Visual design of some pages are dated and cramped
Limited and unclear information. What can we actually do here?
Organization and layout of cards is too busy, needs better hierarchy
Unclear English navigation + is the only spot where English is found
AI imagery that doesn’t show the locals nor what the village truly looks like + shows unfriendly/ uninviting faces
KEY USER ISSUES
“I don’t know what I’m looking at...”
I spoke with 5 travel enthusiasts who have already visited Japan. Some of them can read Japanese while others can’t.
Users couldn’t understand that they were looking at a tourism website; some thought it was a tech or fashion related webpage.
Users felt uncomfortable with AI images used to promote a location; they wanted to see real people and real locations.
Users wanted an easy way to access and learn about itineraries, events, all village activities, and how to reach the village from the major tourists cities.
Users couldn’t understand that they were looking at a tourism website; some thought it was a tech or fashion related webpage.
Users felt uncomfortable with AI images used to promote a location; they wanted to see real people and real locations.
Users wanted an easy way to access and learn about itineraries, events, all village activities, and how to reach the village from the major tourists cities.
SOLUTIONS
After analyzing 10 tourism websites and 5 interviews, I concluded that...
The website needed a full redesign to effectively share and highlight the various aspects of the village to non-Japanese speaking travelers.
TO ADD & IMPROVE
• Real photos!
• Clearer navigation menu
• Detailed and thoughtful descriptions (copy)
• Updated UI
• Itineraries
• Accommodations
• Clear map and info. for how to reach the village
• List events rather than use a calendar
• Activity recommendations based on themes
TO ADD & IMPROVE
• Real photos!
• Clearer navigation menu
• Detailed and thoughtful descriptions (copy)
• Updated UI
• Itineraries
• Accommodations
• Clear map and info. for how to reach the village
• List events rather than use a calendar
• Activity recommendations based on themes
Redesign Prototype (video)
1
Clear top navigation categories + redesign of the logo to reflect the village + icons that relate to the categories
2
Compelling hero header that conveys the atmosphere of the village + detailed two liner that piques interest
3
Descriptive and bright CTAs
4
Real photos of the village and the people (automatic carousel) effectively communicating the feeling of the village
1
Header and body text that avoids vague wording and focuses on highlighting specific village activities
2
Activity cards with images of real locations and people + activity category label and descriptive title
3
Inviting user to take immediate action
FINAL SCREENS (SOME)
After in-depth research and iterations…🤗
The new design now provides detailed information, eye-catching images, and easy-to-navigate pages, making this hidden gem more accessible to travelers who might not have discovered it otherwise.
See & Do
All see & do
Events
Long stays
Food
Accommodation
Itineraries
Sustainability
Village efforts
Climate
SEE & DO
Searching for the perfect Japanese countryside activity? Whether you’re looking to take part in workshop and learn a new skill from the pros, escape into nature, relax in tranquility or fill up on history, you’re bound to find a something here in our village to make your experience fulfilling.
For hands-on creators (10)
For nature enthusiasts (7)
Dry your own persimmons, forge with a blacksmith, wear a kimono, and so much more. Our local artisans, cooks, and foresters are excited to share their expertise with you in their workshops.
Surrounded by an abundance of nature and fresh air, you’ll feel reinvigorated while hiking and camping, all while learning about the importance the ecosystem plays in the village’s survival.
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“I was finally able to camp out and see the stars so clearly. Being from the city, this was such a rare treat for us.”
- Sachiko Yamasaki
Looking for relaxation (8)
History and culture buff (4)
Ditch the noise from your busy life and soak in natural hot springs, get a massage or melt away your stress in the sauna. Nishiawakura will bring you peace of mind and comfort.
While the village may be tiny, there’s a bit of history and culture to be found throughout. Gaze upon a sacred 800-year old tree, venture to castle ruins, or explore local temples.
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See all activities
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“These were THE best strawberries we’ve ever had. I wish I could bring them back home on the plane.”
- David Hung
What did recent visitors think of Nishiawakura?
“Our group went on a refreshing hike along the mountain path. We brought along some lunch in our newly acquired Japanese bento boxes. Our guide, Takamoto-san, was so funny and shared so much about the forest and the eco system here. OH we also got to see wild monkeys in the distance!!”
- Gloria Tacha
“Since I arrived during rice harvesting seasons, I got to try harvesting rice the traditional way. So happy for such a unique experience! Afterwards, we enjoyed lunch with the farmer’s family. Since I live in Japan, I’m planning on ordering my rice from this farmer. It’s great when you can put a face to the people who are producing the food we eat everyday.”
- Hiromi Charles
“I was able to stay at the home of a local potter and learn what it takes to do this job plus create my very own original piece. Thanks so much Sakamoto-san!”
- Evelyn Smith
“I went out into the forest and helped chainsaw some trees—how often can you say that?! With guidance from sustainable forestry leaders, we got to try sawing and learn how to assess tree health. For lunch we went to a newly constructed building that was made using the local lumber. I was blown away by the craftsmanship.”
- Emma Sullivan
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See & Do
Food
Accommodation
Itineraries
Sustainability
All see & do
Japanese food
Aru No Mori
Hot Springs
Historical & Culture
Nature & Hike
Japanese farmer
Craftsmanship & Sustainability
Anzen Daiichi Inn
Motoyu
Nokishita Toshokan B&B
Hotel Shiori
Village efforts
Events
Non-Japanese food
Climate
Long Stays
Sweets
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Events
Long stays
Food
Accommodation
Itineraries
Sustainability
Village efforts
Climate
Nishiawakura, discover the power of community and nature
A sustainable, award-winning atypical village tucked away in the mountains of Okayama Prefecture, rewarding visitors with experiences unlike any other
See things to do
See things to do
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See village residencies
“The busiest tiny Japanese village”
Where are we?
Nishiawakura is located in the north-eastern area of Okayama Prefecture, surrounded by mountains filled with cedar and cypress forests. Visiting us will require a bit more planning, as we aren’t as accessible as mainstream tourists destinations in Japan.
Okayama Prefecture
Tottori
Osaka
Tokyo
W
e
a
r
e
h
e
r
e
!
Plane
Train
From Tottori
1 hr by car
From Tokyo
7 hrs by train
2 hrs by plane and car
From Osaka
2 hrs 15 min. by train
Year-round charm
Each season brings it’s own flavor to the village, so there’s a little bit of something for everyone. Take a closer look at the weather stats and read our advice on visiting during specific seasons.
14°C
November 2nd
SPRING IN BLOOM
March - May
4°C ~ 26°C
SUMMER FESTIVALS
June - August
15°C ~ 31°C
FALL LEAF PEEPING
September - November
3°C ~ 26°C
WINTER TREKKING
December - February
-2°C ~ 8°C
Read our advice
Read our advice
Endless activities in our tiny village
From naturally dyeing your own clothing and relaxing in natural radium hot springs, to exploring local temples and driving through a stunning mountain pass, you’ll come to learn why the villagers love to call this place home. Depending on the type of traveler you are, you’ll find something just for you. So, what are you waiting for?
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See all activities
Someya Natural Dyeing
HANDS-ON EXPERIENCES
Someya Natural Dyeing
Awakura Onsen
RELAXATION
Someya Natural Dyeing
Rindō Daruga Mountain Pass
NATURE
A village taking on the challenge of reviving its forests
Our “hidden” forest village is on a path to self-sufficiency, tending to and protecting post-war man-made forests so they reach 100 years of age, while also fostering a welcoming environment for entrepreneurs from across the country
Read about our efforts
Read about our efforts
Nov. 2
Annual Hike + Lunch and Free Onsen Tickets
OUTDOOR
Forest Festival of the Arts Okayama
Nov. 17 - 23
EXHIBIT
Stepping In and Out of Time: Creating Stories Through Everyday Movement
Mar. 9
WORKSHOP
May 5
The “Hill Climb” Cycling Race
OUTDOOR
Nishiawakura Summer Fireworks
Aug. 14
FESTIVAL
Upcoming events
The village has a handful of events planned for the year from hiking to summer festivals, but sometimes there are workshops and other community activities that pop up within short notice. Make sure to keep an eye on this page!
Genuine and personal experiences
Don’t just take our word for it- take a closer look at how recent visitors spent an unforgettable time in our village.
#nishiawakura #西粟倉
Had the most amazing time at Aru No Mori!! The family treated me so well and I learned lots of wonderfu...
Stay in the loop
Stay in the loop
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Copyright ©2025 Nishiawakura Visitor Center
Contact Us
See & Do
Food
Accommodation
Itineraries
Sustainability
All see & do
Japanese food
Aru No Mori
Hot Springs
Historical & Culture
Nature & Hike
Japanese farmer
Craftsmanship & Sustainability
Anzen Daiichi Inn
Motoyu
Nokishita Toshokan B&B
Hotel Shiori
Village efforts
Events
Non-Japanese food
Climate
Long Stays
Sweets
Immersing yourself like a local
If you’re looking for a more personal visit to Nishiawakura, explore the life changing opportunities through residency programs and homestays. To fully embrace the village life, we recommend longer stays (1 - 3 weeks). We hope to give you more memorable stories, deeper connections with the locals, and a fuller heart to go home with.
Someya Natural Dyeing
Homestay Experiences
Someya Natural Dyeing
Agricultural Residencies
Someya Natural Dyeing
Forestry Research Residencies
Explore long stays
Explore long stays
SEE & DO
See & Do
All see & do
Events
Long stays
Food
Accommodation
Itineraries
Sustainability
Village efforts
Climate
If you want to gain a deeper understanding of the village, consider participating in some of the hands-on activities and workshops. You can learn from professional artisans, craftspeople, and cooks! Create some great souvenirs and learn new skills through a variety of these experiences.
HANDS-ON EXPERIENCES
Someya Natural Dyeing
Feuerwork Blacksmith
Someya Natural Dyeing
Miso Making
Someya Natural Dyeing
Dried Persimmon Making
Someya Natural Dyeing
Koto Playing
Someya Natural Dyeing
Japanese Irori Dinner
Someya Natural Dyeing
Crafting Wooden Instruments
Someya Natural Dyeing
Japanese Tea Ceremony
Parfait Making
Someya Natural Dyeing
Kimono Wearing
Strawberry Picking
“Foraging in the forest for natural dyes was an unforgettable experience!”
- Annie Moritz
SOMEYA NATURAL DYEING
Rice Planting/Harvesting
Someya Natural Dyeing
Discover itineraries
Someya Natural Dyeing
Nature & Sustainability Hike
Someya Natural Dyeing
Local Craftsmanship
Someya Natural Dyeing
Agricultural Exploration
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See all itineraries
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Cookie Policy
Privacy Policy
Copyright ©2025 Nishiawakura Visitor Center
Contact Us
See & Do
Food
Accommodation
Itineraries
Sustainability
All see & do
Japanese food
Aru No Mori
Hot Springs
Historical & Culture
Nature & Hike
Japanese farmer
Craftsmanship & Sustainability
Anzen Daiichi Inn
Motoyu
Nokishita Toshokan B&B
Hotel Shiori
Village efforts
Events
Non-Japanese food
Climate
Long Stays
Sweets
Instagram
Tel.
080-0824-5683
Basic Information
Book a workshop
Book a workshop
Book a workshop
Book a workshop
1* Website is in Japanese
2* Workshops are held irregularly. For details, please check their social media pageSomeya Natural Dyeing with Nanako
WHAT DO THEY DO?
At Someya they boil vegetables and create each dye and dyed clothing by hand.
The plant dyes used have lighter hues than synthetic dyes, and are less stable in terms of discoloration. It is difficult to dye things the same color, and you need to be a bit careful when using them for a long time. It may feel a little odd at first for some people to use fruits, vegetables, and other vegetation, but plant dyeing is magnificent.
The concept here is not about choosing colors; it's about creating colors. The colors created by boiling plants are beautiful, and many different colors can be mixed together. The light, the air, the season, the land, the mood of the day, and the person you are at the time all have an impact.
WORKSHOPS
Someya holds "Seasonal Plant Dyeing Workshops" irregularly during the warm seasons.
In the morning, you will take a walk along the riverbank or in the fields to gather plants that can be used as dyes, and then boil them to create the dye solution. After lunch, you will create your own unique patterns using a simple tie-dye technique with marbles and rubber bands.
Even if you use the same dye, the color will change depending on the mordant, so if you participate as a parent and child, couple, or group of friends, you can enjoy the differences in the finished products. You can choose from items to dye, such as handkerchiefs, Azuma bags, and hand towels.
Discover more to see & do
Someya Natural Dyeing
Parfait Making
HANDS-ON EXPERIENCES
Someya Natural Dyeing
Strawberry Picking
HANDS-ON EXPERIENCES
Someya Natural Dyeing
Stargazing
NATURE
See all activities
See all activities
See & Do
All see & do
Events
Long stays
Food
Accommodation
Itineraries
Sustainability
Village efforts
Climate
Site Policy
Cookie Policy
Privacy Policy
Copyright ©2025 Nishiawakura Visitor Center
Contact Us
See & Do
Food
Accommodation
Itineraries
Sustainability
All see & do
Japanese food
Aru No Mori
Hot Springs
Historical & Culture
Nature & Hike
Japanese farmer
Craftsmanship & Sustainability
Anzen Daiichi Inn
Motoyu
Nokishita Toshokan B&B
Hotel Shiori
Village efforts
Events
Non-Japanese food
Climate
Long Stays
Sweets
Book a guide
Book a guide
Nature & Sustainability Hike
FULL DAY
9:00 AM
Quick breakfast at your accommodation of choice
10:30 AM
Start at Wakasugi Bridge and follow the marked path
12:30 PM
Eat your packed lunch overlooking the viewing point
13:00 PM
Continue to the summit
14:00PM
Arrive at the summit, relax, then make your way down
18:30PM
Dinner near the base at Tokidoki, Log M, or Awakurando
20:00PM
End the day with a post dinner sauna at Shinkitsu, or a hot spring dip at Motoyu, or Awakura Onsen
HIKING SNAPSHOTS (4)
AVAILABLE GUIDES
Moé Kishida
Jimmy
Discover more to see & do
Someya Natural Dyeing
HANDS-ON EXPERIENCE
Someya Natural Dyeing
Mori No Oto Workshop
HANDS-ON EXPERIENCE
Someya Natural Dyeing
Koto Playing
HANDS-ON EXPERIENCES
See all activities
See all activities
See & Do
All see & do
Events
Long stays
Food
Accommodation
Itineraries
Sustainability
Village efforts
Climate
Site Policy
Cookie Policy
Privacy Policy
Copyright ©2025 Nishiawakura Visitor Center
Contact Us
See & Do
Food
Accommodation
Itineraries
Sustainability
All see & do
Japanese food
Aru No Mori
Hot Springs
Historical & Culture
Nature & Hike
Japanese farmer
Craftsmanship & Sustainability
Anzen Daiichi Inn
Motoyu
Nokishita Toshokan B&B
Hotel Shiori
Village efforts
Events
Non-Japanese food
Climate
Long Stays
Sweets
USABILITY TEST KEY INSIGHTS
"I want to come here next time! These are the type of places I love visiting." - User tester
80% of users want to visit Nishiawakura on their next trip to Japan.
100% of users said the itinerary page helps them better understand what the village has to offer
80% of users found the map extremely helpful and revisited it multiple times throughout the test.
60% of users needed a clearer understanding of what certain CTAs would lead to.
80% of users were concerned about the white text contrast with the hero carousel images.
60% of users got a bit lost in the design and weren't sure what page they were on at certain times.
80% of users want to visit Nishiawakura on their next trip to Japan.
100% of users said the itinerary page helps them better understand what the village has to offer
80% of users found the map extremely helpful and revisited it multiple times throughout the test.
60% of users needed a clearer understanding of what certain CTAs would lead to.
80% of users were concerned about the white text contrast with the hero carousel images.
60% of users got a bit lost in the design and weren't sure what page they were on at certain times.
LEARNINGS
Design is more than just visuals
This project challenged me to readjust the way I think about design. To make an impactful design, it was necessary for me to dive deep into the story of the village and its people.
Furthermore, I learned how AIDA (Attention-Interest-Desire-Action) principles can have a large impact on design. The content on the landing page needed to ignite curiosity and compel visitors to take action.
Next Project:
UNESCO World Heritage App
