Utah Office of Tourism
Struck
UX Design
The Find Your Greatest campaign featured six different Utah local ambassadors, "influencers," to tell distinctive stories about their own Greatest Utah winter experiences. Working with Struck, I helped craft the overall user experience for the website, ensuring that the design vision, business goals, and the needs of the user all melded into a cohesive whole.
Utilizing market research and competitive analysis, I was able to construct four key user personas that mapped closely to the audiences that the UOT had in mind. Our six Utah "influencers" mapped directly to these users in some cases, overlapped with multiple ones in others. Building on that work, I mapped out several key user journeys for each user type, plotting potential paths that each might take as they attempt to accomplish their goals on the site.
Subsequently, I built high-level wireframes to plot hierarchy and layout to be used by the creative team for the responsive site.
The creative team at Struck had a strong vision for how they wanted the final design to turn out. My role was to serve as a bridge between multiple concerns- balancing that vision, user needs and goals, and the business objectives of the project. Doing my job as a UX Designer while at the same time not getting in the way of that creative vision was an engaging challenge.
A strong and balanced UX Design helped the team keep the big picture in mind, while detailed wireframes guided the implementation. The end result is a web destination that is not only strikingly beautiful but also a useful tool for planning a winter adventure in Utah.
David - You’ve been a joy to work with and thanks for putting up with all of us during this project! It’s been a lot of back n’ forth and back to the drawing board as we defined what this site will look like, but with your help we finally have a clear picture of what we need to steer towards.
UX DESIGN
The Atlanta Braves
