Website Audit & Redesign In Framer

Scope: Audit the existing website for usability and propose UX improvements and a platform to use (old website was built with GoDaddy template).

Tools: Framer; Figma; Relume; Whatsapp; Notion; Google Meet

Industry: Travel, Tourism, Conservation, Luxury Brands

My Roles: Designer, Developer, Strategist, Project Manager

Understanding Business Requirements and Target Users: I met with Camille and Cole to discuss their background as conservationists and tour guides and to understand the context of this project. Their aim is to use the revenue from the tours to raise funds for the operational costs of their conservation projects in Africa. The target user persona is a wealthy American who wants to go on a luxury safari to Africa while also getting a unique behind the scenes perspective into the scientific research aspect of the conservation projects and sites visited during the safari trip.

Competitive Set Analysis: I explored websites of various luxury brands and competing safari business, screenshotting and taking notes on design patterns. These were presented to the client and we discussed which patterns we would like to strategically copy.

Information Architecture Design: Using the requirements list defined in the previous steps, I prompted Relume AI to generate a sitemap and wireframes. I then edited this framework before presenting to the client, considering their feedback and editing again.

Visual Design: Refining the wireframes in Figma with colours, typography and content. This design is then exported into Framer and again shared for feedback.

Final Design and Publish: Back to Figma to update the initial designs and incorporate feedback before republishing to Framer