ROADSIDE AMERICA
ROADSIDE AMERICA
ROADSIDE AMERICA
(OVERVIEW)
Reworking an outdated experience into a more structured and usable platform
I approached this project with the goal of improving the overall usability of the Roadside America website. The original experience felt cluttered and difficult to navigate, making it hard for users to explore content efficiently.
Rather than simply updating the visuals, I focused on restructuring the layout and refining the user flow. The redesign prioritizes clarity, organization, and responsiveness to create a more intuitive browsing experience.
Reworking an outdated experience into a more structured and usable platform
I approached this project with the goal of improving the overall usability of the Roadside America website. The original experience felt cluttered and difficult to navigate, making it hard for users to explore content efficiently.
Rather than simply updating the visuals, I focused on restructuring the layout and refining the user flow. The redesign prioritizes clarity, organization, and responsiveness to create a more intuitive browsing experience.
Reworking an outdated experience into a more structured and usable platform
I approached this project with the goal of improving the overall usability of the Roadside America website. The original experience felt cluttered and difficult to navigate, making it hard for users to explore content efficiently.
Rather than simply updating the visuals, I focused on restructuring the layout and refining the user flow. The redesign prioritizes clarity, organization, and responsiveness to create a more intuitive browsing experience.
THE CHALLENGE
THE CHALLENGE
The challenge was transforming a cluttered and outdated interface into a more structured and user-friendly experience, while still supporting a large amount of content. The original site lacked clear hierarchy and organization, making it difficult for users to navigate and find relevant information. The goal was to simplify the experience by restructuring the layout, improving navigation, and creating a system that allows users to explore content more efficiently without feeling overwhelmed.
The challenge was transforming a cluttered and outdated interface into a more structured and user-friendly experience, while still supporting a large amount of content. The original site lacked clear hierarchy and organization, making it difficult for users to navigate and find relevant information. The goal was to simplify the experience by restructuring the layout, improving navigation, and creating a system that allows users to explore content more efficiently without feeling overwhelmed.
The challenge was transforming a cluttered and outdated interface into a more structured and user-friendly experience, while still supporting a large amount of content. The original site lacked clear hierarchy and organization, making it difficult for users to navigate and find relevant information. The goal was to simplify the experience by restructuring the layout, improving navigation, and creating a system that allows users to explore content more efficiently without feeling overwhelmed.
VISUAL IDENTITY
VISUAL IDENTITY
Rather than fully rebranding, the focus was on simplifying typography, improving color usage, and creating a more balanced layout across the interface.
Rather than fully rebranding, the focus was on simplifying typography, improving color usage, and creating a more balanced layout across the interface.
TARGET AUDIENCE
TARGET AUDIENCE
Age Range: 25 to 45 years old
Age Range: 25 to 45 years old
Age Range: 25 to 45 years old
Income Level: Household income between $50,000 and $120,000 annually
Income Level: Household income between $50,000 and $120,000 annually
Income Level: Household income between $50,000 and $120,000 annually
Education: Typically holds an undergraduate or graduate degree
Education: Typically holds an undergraduate or graduate degree
Education: Typically holds an undergraduate or graduate degree
Technology Use: Regularly uses smartphones for travel-related tasks such as navigation, booking accommodations, and documenting trips on social media.
Technology Use: Regularly uses smartphones for travel-related tasks such as navigation, booking accommodations, and documenting trips on social media.
Technology Use: Regularly uses smartphones for travel-related tasks such as navigation, booking accommodations, and documenting trips on social media.
Social Media Behavior: Actively follows travel influencers and finds trip inspiration through platforms like Instagram, YouTube, and travel blogs.
Social Media Behavior: Actively follows travel influencers and finds trip inspiration through platforms like Instagram, YouTube, and travel blogs.
Social Media Behavior: Actively follows travel influencers and finds trip inspiration through platforms like Instagram, YouTube, and travel blogs.
Interests and Hobbies: Enjoys outdoor activities such as hiking and camping, has a passion for photography, and loves exploring new cuisines.
Interests and Hobbies: Enjoys outdoor activities such as hiking and camping, has a passion for photography, and loves exploring new cuisines.
Interests and Hobbies: Enjoys outdoor activities such as hiking and camping, has a passion for photography, and loves exploring new cuisines.
Shopping Preferences: Frequently shops at large retail stores like Walmart and Target, as well as specialty outdoor retailers like REI and Sports Authority.
Age Range: 25 to 45 years old
Age Range: 25 to 45 years old
Travel Patterns: Typically takes 2–4 trips each year, often over long weekends or during annual vacations. Many of these trips are spontaneous getaways.
Income Level: Household income between $50,000 and $120,000 annually
Travel Patterns: Typically takes 2–4 trips each year, often over long weekends or during annual vacations. Many of these trips are spontaneous getaways.
Lifestyle Values: Prioritizes experiences over material possessions and is always looking for new adventures and opportunities to try something different.
Education: Typically holds an undergraduate or graduate degree
Education: Typically holds an undergraduate or graduate degree
Common Devices: Owns mobile devices like smartphones, laptops, and tablets, as well as photography gear such as DSLR or film cameras.
Common Devices: Owns mobile devices like smartphones, laptops, and tablets, as well as photography gear such as DSLR or film cameras.
Technology Use: Regularly uses smartphones for travel-related tasks such as navigation, booking accommodations, and documenting trips on social media.
SITEMAP
SITEMAP
The site map reorganizes the platform into a clearer, more structured system. By grouping related content and simplifying navigation, it creates a more intuitive flow that supports easier browsing and discovery.
The site map reorganizes the platform into a clearer, more structured system. By grouping related content and simplifying navigation, it creates a more intuitive flow that supports easier browsing and discovery.
PAIN POINTS
PAIN POINTS
These issues created friction throughout the experience, making it harder for users to efficiently browse and discover attractions.
These issues created friction throughout the experience, making it harder for users to efficiently browse and discover attractions.
WIREFRAME
WIREFRAME
Wireframes were used to establish the structure and flow of the website before moving into visual design. The focus was on organizing content clearly and creating a layout that guides users naturally from information to booking.
Wireframes were used to establish the structure and flow of the website before moving into visual design. The focus was on organizing content clearly and creating a layout that guides users naturally from information to booking.
COMPS
COMPS
High-fidelity comps were developed to translate the updated structure into a refined visual design. The focus was on improving layout, hierarchy, and spacing while creating a more cohesive and modern interface.
High-fidelity comps were developed to translate the updated structure into a refined visual design. The focus was on improving layout, hierarchy, and spacing while creating a more cohesive and modern interface.
ORIGINAL WEBSITE
ORIGINAL WEBSITE
The original website presented a high volume of content without a clear organizational system. Inconsistent layout patterns, dense information, and unclear navigation created a confusing experience that made it difficult for users to find and explore content.
The original website presented a high volume of content without a clear organizational system. Inconsistent layout patterns, dense information, and unclear navigation created a confusing experience that made it difficult for users to find and explore content.
NEW AND IMPROVED
NEW AND IMPROVED
The redesigned website focuses on creating a more structured and user-friendly experience. The layout was simplified to improve readability, with clearer hierarchy and more intentional spacing to guide users through content. Navigation was streamlined to make browsing more intuitive, allowing users to explore attractions more efficiently. The final design reduces visual clutter while maintaining the depth of content, resulting in a more organized and accessible experience across devices.
The redesigned website focuses on creating a more structured and user-friendly experience. The layout was simplified to improve readability, with clearer hierarchy and more intentional spacing to guide users through content. Navigation was streamlined to make browsing more intuitive, allowing users to explore attractions more efficiently. The final design reduces visual clutter while maintaining the depth of content, resulting in a more organized and accessible experience across devices.
REFLECTION
REFLECTION
This project strengthened my ability to take an existing, content-heavy platform and restructure it into a more usable and organized experience. I learned how to simplify complex layouts, improve navigation, and create a clearer hierarchy without losing the depth of content.
It also pushed me to think more critically about how users move through a site, focusing on reducing friction and making information easier to scan and explore.
This project strengthened my ability to take an existing, content-heavy platform and restructure it into a more usable and organized experience. I learned how to simplify complex layouts, improve navigation, and create a clearer hierarchy without losing the depth of content.
It also pushed me to think more critically about how users move through a site, focusing on reducing friction and making information easier to scan and explore.
LET'S CONNECT
LET'S CONNECT
LET'S CONNECT