Banff Lake Louise Tourism
About the Project
Banff Lake Louise is a destination marketing organization that was looking for a revamp of their website.
Competing with other destinations in North America, Banff Lake Louise wanted to provide a better overview of the breadth of experiences the Rocky Mountains offer to attract more visitors. They were looking for innovative ideas that would help with promoting this destination.
I started the project with collecting existing data as the team had already a wealth of customer knowledge.
1. Stakeholder interviews
2. Data Analytics
3. Competitive analysis
I did a deeper dive into the existing content to create a content strategy for the redesign.
1. Content Audit
3. Card Sorting & Sitemap
To come up with innovative ideas for the website, I facilitated a variety of collaborative UX workshops.
1. Customer Journey Map
With a clear vision and a list of requirements, I could dive into the last phase and bring the ideas in the form of interactive prototypes to life.
1. Content Hierarchy
3. Usability Testing
Challenges & Restrictions
During the project, we discovered a lot of different needs for each stakeholder group. Aligning the different expectations and creating a bigger-picture vision initially took a lot of work.
Another challenge was the circumstances in the travel industry: the project started during the pandemic, which left us with restricted access to user research.
Outcomes & Learnings
I had a fantastic team to work with. The immense engagement and constant input in form of collaborative working session really helped us to move this project to another level.
The client was super happy and we received most praise about the travel planner tool we integrated, a feature that is already being used as a best in class example by other tourism organizations.