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Sole UX Researcher and UX Designer 


4-6 weeks


The pandemic had a very strong impact on this small, family-run travel business and even with the world reopening to travel and tourism, this company struggled to make a comeback and was in need of a new target audience. 


The task was to help a Tourism Agency reach a wider audience beyond their previous target demographic, regenerating business post--pandemic and travel restrictions.



Completely rebuild and redesign the website to meet the goals of the company, better reflect its target clientele, improve the user experience, and exude a modern, elegant, and sophisticated visual appeal. 


The Process

RESEARCH the company’s clientele by conducting informal interviews, surveys, and observing user patterns and behaviors.


ANALYZE target audience's needs and current pain points, using personas and empathy maps.


(i.e. site presented as a single page with an overload of information, no separation of topics, lack of engaging features, etc.).

Empathy Map Brainstorm (2).png

IDEATE  by mind mapping possible solutions to the following questions:



  • use design to attract and appeal to a younger, more diverse audience?

  • create more opportunities to receive more travel inquiries and bookings moving forward?

Empathy Map Brainstorm (1).png

CREATE a low-fidelity mock-up and user flow, reorganizing the website elements into tabs to increase usability and more visual elements.

User Flow Template (2).jpg

ITERATE designs using FEEDBACK from key stakeholders .

DESIGN high-fidelity prototype using user feedback and reiterate, continuing to make improvements.




The Results

increase in number of travel inquiries and bookings

increase in new visitors versus returning visitors

increase in site sessions over time

increase in clicks to contact



In the six months following the launch of the new website, site sessions significantly increased by 261% compared to the previous six months. 



"Unique visitors" measures the number of people that visited the website; a visitor is considered unique when they connect from a different browser or device. One of the company's goals through this rebranding initiative was to reach a wider audience and not relying solely on loyal, returning clients.  Following the rebrand and redesign, this site has had a 153% increase in unique visitors, 97% being new prospective clients.



The website redesign has also influenced how visitors access the site. A little more than half visitors accessed the site through their mobile/tablet web browser. The redesign has allowed for a more seamless and pleasant user experience, ensuring the content and features are accessible across devices. 



Increasing visitor engagement was another goal and proposed solution to in order increase sales, clients, and business. As the data illustrates, the number of times people have contacted the company has had the most significant increase--348%. Out of all the different areas to have improved in, this type of user engagement is the catalyst to an increase in business sales. While it is important first to attract potential clients to your site, so they are aware of your services, what's more impactful is keeping them engaged and interacting with what you have to offer. Following the website relaunch, close to 100 new users have reached out for inquiries or to request travel services. This alone was monumental in rebuilding the company's service back to where it was pre-pandemic and even beyond, gaining exposure to new communities and clients.



Future Iterations

Upon reflection, there are a few things I would change or perhaps approach in a different way to further enhance the user experience. For example:

  • Responsiveness and Mobile Optimization

With the increasing use of mobile devices, it's crucial for a website to be fully responsive and optimized for various screen sizes. Enhancing the mobile experience can involve adopting a mobile-first design approach, optimizing loading speed, and ensuring seamless navigation on smaller screens.

  • Analytics and Tracking

Incorporating robust analytics and tracking tools can provide valuable insights into user behavior, website performance, and conversion metrics. Analyzing this data can help identify areas for improvement and guide future design decisions.

  • Performance Optimization

Optimizing website performance can enhance loading speed and overall user experience. This may involve compressing images, minifying CSS and JavaScript files, utilizing caching techniques, and leveraging content delivery networks (CDNs) for faster content delivery.

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