Summary
As the UX Designer, I led a comprehensive website audit to streamline information architecture, revise copywriting and branding, conducted market research, and developed wireframes for a total website redesign before handing them off to the stakeholder to develop and implement.
Role & Timeline
UX Designer
April 2022 - July 2022
The Problem: She Needs A Facelift
Approached by the stakeholder, they wanted to revamp their current website to align more aesthetically with their branding, explore business opportunities, increase website traffic, and book more tours.
She May Be the Queen, But We Have to Audit Her
Starting with a full website walk-through with the Queen herself, I was able to uncover areas of potential redesign, improvements to overhaul the UI, restructure the information architecture for more intuitive browsing, and breathe new life into the copy.
Within this audit, I advised the stakeholder on business expansion strategies and updating new tour options with pricing models to ensure maximum profitability.
The Audit
Exploring Beyond Chelsea Market
To determine new opportunities for DQ Tours, I took a mixed-method approach to explore the tourism market.
I opted to design and distribute a survey targeted at users who would be visiting New York in the future, completed a handful of contextual interviews, included previously completed research from the stakeholder, and analyzed two other NYC walking tour competitors.
User Insights
She Deserves the Royal Treatment
Feeling that post-research inspiration, I presented my findings to the stakeholder for buy-in.
Collaborating with and empowering the stakeholder, I walked them through revising tour descriptions and sections of their website to be captivating and engaging.
I developed a more intuitive architecture and layout to easily guide users through a successful booking process and provide them with all the tour details they would need.
Wireframes Round 1
Wireframes Round 2
A New Drag Queen is Born!
Feeling ready to implement my suggestions and designs, I handed my reign back over to Queen DD along with:
- All of the collected research
- A Figma file including wireframe layouts for all website pages, including content and proposed information architecture
- Updated copy for tour descriptions, the "About" page and FAQs, media descriptions, and hero headers
- Redesigned hero images and footer elements
The stakeholder implemented the suggested strategies and design updates independently. You can view the finished website below!
Where is She Now?
Since the updated website went live, Drag Queen DD has seen an uptick in visitors and website traffic, increased reservations, less bounces, and extremely satisfied customers.
Some Current (and Fabulous) Stats!
