PROJECT
Website Design for
El Segundo, California - Tourism
GOALS
Showcase the city as a place to visit
1
Attract visitors - from day trippers to young professionals
2
Feature the community - safe, quaint, fun, yet innovative
3
Convenient access to attractions, events, features
RESEARCH
Stakeholder Survey
USER NEEDS:
• Easy access links or tools to understand proximity, attractions/hotels/retail/dining options
• Relevant and current event information
Card Sorting Exercise
FINDINGS:
“Explore” is too broad a term and may conflict with other top categories.
“About” tested with a higher level of agreement and can accommodate most of the second level pages.
MY ROLE
Lead Designer (Granicus Inc.)
Consulted with the client on the art direction for the website. Created a design that reflects the down-to-earth, welcoming, and relaxed vibe of the city, in a user-friendly environment that is also fun and different from the typical municipality website.
CHALLENGES
The client was still in the process of finalizing branding, so the logo and color palette was not fully defined at the start of design.
SOLUTIONS
We worked together to define the look and the agency used this project as a boost to define the branding palette.
welcoming
CLEAN
Relaxed
FUN
down-to-earth
Reduced the image size of the spotlight feature to the right of the hero image to reduce photo competition, allowing for better visual hierarchy.
Opted for circular icon buttons for the call to action buttons to alleviate boxiness and offer a more welcoming tone.
The Day Trips component allows for the user to digest nearby attractions at a glimpse, without needing to leave the homepage.
Focus on the large event date offers quick identification for the user.
Simple text blocks for content eliminates photo competition, allowing for better visual flow.
RESULTS
The design is fresh, welcoming, bold, and fun, showcasing the relaxed, friendly, yet cheerful community, which promotes the city as a place to visit - from day trippers to young professionals to families. With large elements, a clean and spacious interface, and clear content, the new website provides convenient access to attractions and events happening in the city.
