Travel South Dakota
Travel South Dakota" is the official tourism website for the state, aiming to inspire and assist travelers in planning their South Dakota adventures. The website previously faced challenges in effectively communicating the state's diverse offerings to a broad audience. This included limited exposure to iconic landmarks like Mount Rushmore and Badlands National Park, a lack of visual hierarchy that made the site feel cluttered, and an overabundance of sponsored content that potentially overwhelmed users.
To address these issues, a key focus was on leveraging the power of South Dakota's stunning photography. By prioritizing high-quality visuals, the website aims to let the imagery tell the South Dakota story, as photography has proven to resonate strongly with users. Furthermore, the website will strategically place sponsored content in appropriate locations to avoid overwhelming visitors while ensuring that iconic landmarks receive the visibility they deserve.
Bento Grids
(fancier version of a mood board)
South Dakota Dreamscapes is the first of 2 bento grids proposed to our client. The mood-board presents a visually appealing and informative design for a South Dakota tourism website. The overall aesthetic is clean and modern, with a focus on natural elements and a sense of adventure. The color palette is predominantly earthy tones, complemented by pops of brighter hues. The typography is legible and visually appealing, enhancing the overall readability of the content. The use of high-quality imagery effectively captures the beauty of South Dakota's landscapes and wildlife.
The layout is well-organized, guiding users through the information seamlessly. Overall, the mood-board conveys a sense of exploration, discovery, and natural beauty.
The second mood board presents a more vibrant and energetic atmosphere. The color palette is bolder, featuring saturated hues and striking contrasts. While maintaining legibility and visual appeal, the typography adopts a slightly more dynamic and impactful style. The imagery shifts towards action-oriented scenes, showcasing adventurous activities and breathtaking landscapes. The layout retains a similar structure to the first mood board but with a more dynamic and engaging flow.
Overall, the second mood board effectively conveys a sense of adventure, excitement, and natural beauty. This approach resonated strongly with the client, as it aligns perfectly with their brand while maintaining a professional and informative tone. The client ultimately chose this mood board, recognizing its ability to capture the spirit of South Dakota and inspire travelers.
Landing Page
Original
Proposed Desktop
For Travel South Dakota's landing page, I sought to immerse users in the breathtaking beauty of the state's untouched landscapes. Drawing inspiration from their brand kit, I incorporated warm tones and handwritten elements to cultivate a whimsical, off-beat atmosphere.
The client's primary objective was to increase engagement and awareness of the iconic "Great 8" landmarks. To achieve this, I employed a captivating visual technique: images of the landmarks appear desaturated until the user scrolls, bringing them to vibrant life.
To enhance the playful and unique user experience, I integrated vibrant orange hand-drawn illustrations to draw attention and guide the user's journey. Subtle animations were carefully incorporated into each card and button interaction, ensuring they complemented rather than distracted from the stunning imagery.
As users scroll further, they encounter sections highlighting "Things to Do," authentic brand stories through their podcast and user-generated content, current events, and valuable trip planning resources, inspiring them to embark on their South Dakota adventure.
Category Landing Page
Original
Proposed Desktop
To enhance the Category Landing Page, I addressed a key usability issue: removing the H1 from the hero section and the heavy dark background. User interviews revealed that the dark background detracted from the stunning natural beauty of the destination, which was the primary focus.
Collaborating closely with the client, we incorporated captions below the images to subtly promote related topical landing pages. To improve user experience, I removed the intrusive sponsored content and worked with the client to explore alternative monetization strategies.
For optimal display, all category cards were presented within a grid on desktop, while a "Show More" button was implemented on mobile to maintain a clean interface. To further enrich the user experience, I integrated the South Dakota podcast, user-generated content, and a refined search grid to empower users in their exploration.
The page was designed with flexibility in mind: the client can easily add trip itinerary articles and upcoming events to the page as needed, providing dynamic and relevant content for visitors.
Editorial
Original
Proposed Desktop
The Editorial page presented an opportunity to inspire travelers and authentically reflect the off-beat, whimsical spirit of the South Dakota brand. To achieve this, I incorporated subtle pops of red to enhance the visual impact, while drawing inspiration from their print guides by layering imagery.
To prioritize user experience, I replaced the mosaic grid with a more engaging carousel and implemented an accordion format for the FAQ section, optimizing for mobile users. I further enhanced the visual appeal by incorporating hand-drawn elements and showcasing author bios to build trust and credibility.
To ensure flexibility and potential revenue streams, I included designated spaces for potential monetization opportunities. Additionally, the page incorporates valuable resources for travelers, including user-generated content, planning tools, and relevant articles.
(this project is still a WIP and wont set to launch till June 2025)
Proposed Mobile
Proposed Mobile
Proposed Mobile