Website re-Design
Blue Mountains
Tracks and Retreats
Guiding the Blue Mountains' greatest walks
Length of project
2 weeks
My role
- UX Research
- Website design
Tools
- Figma
- Adobe AI
- Webflow
Team
Solo project
Scroll down to see the case
Context
Blue Mountains Tracks & Retreats is a locally run ‘walking tourism’ company that takes the hard work out of bushwalking with its intimate multi-day hike-and-yoga weekend escapes. Now into its second year, the company needs a website that’s instep with its professionalism and that generates more leads and bookings.
Challenge
• Improve overall aesthetic and user experience (and make the site more accessible)
• Dramatically improve the mobile experience and performance
• Redesign site architecture and navigation to enable easier browsing and a more seamless experience
• Create a custom checkout flow
• Dramatically improve the mobile experience and performance
• Redesign site architecture and navigation to enable easier browsing and a more seamless experience
• Create a custom checkout flow
Process
How might we generate more leads and bookings, while also elevating the brand presence (and online professionalism) of Blue Mountains Tracks & Retreats?
Research
A comprehensive heuristic analysis was conducted on the existing website to identify critical usability issues and opportunities for enhancement within the user experience design.
Screenshot from current homepage
Key findings:
• Outdated design with inconsistent branding
• Poor and confusing navigation structure
• Obsolete content: outdated and irrelevant content impacting website's credibility
• Inadequate information presentation
• Suboptimal imagery: website featuring low-quality or irrelevant imagery
User persona
Lara provided reliable and realistic representations of a potential user.
Design
To address primary challenges, the redesign process involved:
• Reconfiguring the navigation structure
• Crafting market-centric branding
• Updating page content
• Improving presented imagery
• Establishing trust through the site's professionalism
• Reconfiguring the navigation structure
• Crafting market-centric branding
• Updating page content
• Improving presented imagery
• Establishing trust through the site's professionalism
Wireframing
The goal was to create an informative and visually engaging experience that sparked user interest, efficiently answered all of the prospective customer’s questions and, importantly, prompted action. To achieve this, the project involved a bespoke website redesign that leveraged compelling Blue Mountains photography, a booking interface and refined branding.
Testing
The low-fidelity goals included validating app concepts, utilising user feedback to address usability issues, refining navigation through user flow evaluation and identifying user experience pain points. After completing the low-fidelity version, I found the following user issues:
• Prolonged checkout process with excessive steps hinders user flow efficiency
• Layout inconsistencies impact visual coherence and user comprehension
• Ambiguities in certain titles contribute to user confusion and comprehension challenges
• Non-intuitive Call-to-Action (CTA) names pose clarity issues for user interaction
To address these issues, I decided to:
1: Streamline checkout steps, optimise flow for a more efficient and user-friendly experience
2: Standardise layouts for visual consistency, enhancing overall interface coherence and clarity
3: Clarify titles for improved comprehension, ensuring a seamless user journey
4: Optimise CTA names for intuitiveness, fostering clear and purposeful user interactions
• Prolonged checkout process with excessive steps hinders user flow efficiency
• Layout inconsistencies impact visual coherence and user comprehension
• Ambiguities in certain titles contribute to user confusion and comprehension challenges
• Non-intuitive Call-to-Action (CTA) names pose clarity issues for user interaction
To address these issues, I decided to:
1: Streamline checkout steps, optimise flow for a more efficient and user-friendly experience
2: Standardise layouts for visual consistency, enhancing overall interface coherence and clarity
3: Clarify titles for improved comprehension, ensuring a seamless user journey
4: Optimise CTA names for intuitiveness, fostering clear and purposeful user interactions
Hi-fi prototype
Final version
Play the video and go through the final version of the project.
