Role
Website Designer at Simpleview Inc
Website Designer at Simpleview Inc
About
Travel Santa Ana is the official destination marketing organization (DMO) dedicated to promoting the city as a desirable destination.
Travel Santa Ana is the official destination marketing organization (DMO) dedicated to promoting the city as a desirable destination.
Design Process
As the website designer on the team, I followed a comprehensive process that included research, design, prototyping, and cross-department collaboration.
Research
Based on the insights gathered, I developed a design strategy. This research helps to identify opportunities to improve user experience, define clear objectives, and create a roadmap for design decisions.
Industry User Analysis
A typical DMO website user is in the decision-making phase and not fully committed to visiting yet. This offers the DMO a valuable opportunity to influence their choices and convert them into visitors through engaging website content.
Strategy
→ Create a cohesive visual identity to gain recognition as an official and trustworthy conservation effort
→ Visually appealing and engaging aesthetic that can capture the attention to a younger audience
→ Provide flexibility to accommodate many different size ads for both print and digital media
→ Create a cohesive visual identity to gain recognition as an official and trustworthy conservation effort
→ Visually appealing and engaging aesthetic that can capture the attention to a younger audience
→ Provide flexibility to accommodate many different size ads for both print and digital media
Design System
Prioritizing web accessibility when making foundational design system choices like color palettes, typography, and header styles, is crucial for creating an inclusive and usable product.
Prototypes
The main bulk of the project was designing prototypes for Travel Santa Ana's homepage, listings page, detail page, content page, and a collection library. After prototypes are created, they undergo a review period with an art lead and a lead developer to review opportunities for improved user experience.
Defining Success
The website redesign was a critical component of Travel Santa Ana's broader marketing initiative, which included new branding, strategic advertising, and compelling content. This resulted in a boost across key metrics, including website pageviews, social media engagement, e-newsletter subscribers, and potential hotel revenue.
The website redesign was a critical component of Travel Santa Ana's broader marketing initiative, which included new branding, strategic advertising, and compelling content. This resulted in a boost across key metrics, including website pageviews, social media engagement, e-newsletter subscribers, and potential hotel revenue.
