Project Overview
Experience Columbia’s tourism website was comprehensively redesigned to bring destination inspiration, editorial content, events, accommodations, and trip-planning tools into one cohesive digital experience.
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The client needed a more distinctive visual identity and clearer paths to booking while supporting a wide range of content across the site. Events and editorial stories also needed to remain visually engaging when strong photography wasn’t available.
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UX/UI Design, Responsive Web Design, Information Architecture, Visual Design System, Illustration & Graphics, Interaction Design, Stakeholder Collaboration
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2023 dotCOMM Awards — Gold
2023 Davey Awards — Gold
My Process
I began by reviewing the existing website, gathering stakeholder priorities, and identifying opportunities to make trip planning more engaging and intuitive. Visiting Columbia gave me a firsthand understanding of the city’s creative energy, from its public art and cultural attractions to the personality of the people and places that make it distinctive.
01 / Discovery & Immersion
Drawing from Columbia’s arts and music scene, I explored a range of typography, color, illustration, and texture treatments. The selected direction paired expressive typography with custom artwork and a bold but flexible color system, creating a modern editorial identity that could remain consistent across the site’s many content types.
02 / Visual Exploration & Direction
03 / Building a Modular Content System
To support a wide range of destination content, I created a flexible library of reusable widgets for events, editorial stories, attractions, accommodations, and trip planning. Each component was designed to accommodate varying content lengths and image availability while maintaining a consistent visual language, giving the team the flexibility to build engaging pages throughout the site.
04 / Interaction & Responsive Design
With the modular system established, I defined interaction patterns and responsive behaviors that preserved the site’s hierarchy and visual personality across devices. Hover states and other interactive details provided clear feedback and encouraged exploration, while flexible layouts ensured the experience remained intuitive and engaging from desktop to mobile.
Redesign Impact
The redesign achieved its core goals by strengthening Columbia’s visual identity, creating clearer paths to booking, and giving the team a flexible system for presenting events and editorial content - even when photography was limited. Following launch, the website saw increased traffic, longer time on site, and more bookings, demonstrating stronger engagement with the redesigned experience.
Desktop Homepage Design
Mobile Homepage Design
