Travel & Tourism

Black Feather

Services:

  • Custom WordPress
  • User Experience Design
  • Web Design

About the Project

Since 1972, Black Feather has offered sustainable, self-propelled trips by foot, canoe, sea kayak, ski and raft in unique wilderness locales including UNESCO World Heritage sites, national parks, and other significant destinations.

objectives
  • Improve overall aesthetic and user experience and to make the site more engaging
  • Improve site architecture and navigation to enable easier browsing and a more frictionless experience
  • Drive site conversion of users into contacts and ultimately customers
  • Build on SEO foundations to increase search engine traffic and drive future growth
  • Implement a fully responsive solution backed by WordPress CMS for easier content management
Phase 1

Prototyping

It’s always exciting to work on a travel website design, and Black Feather was no exception. We were approached to come up with a fresh design to better showcase their many travel offerings, and improve overall brand storytelling.

This web design was definitely focused on their stunning visuals, from destinations and trips to specific activities. But we also took the opportunity to make the site more browsable by different ideas the visitor might have in mind.

Phase 2

Style

Black Feather’s old site had all the same content, but it lacked visual appeal. Their gorgeous destination photos are what creates an emotional connection with website visitors, and makes them want to sign up for trips. We crafted a design that was all about visual storytelling, rounded out by natural, earthy tones and modern typography.

Phase 3

Bringing It Together

The new Black Feather site is a much more immersive experience. Visitors can explore by activity, season, destination, or enticing featured trips. In their first month post-launch they saw some great improvements as far as on-page engagement, organic search traffic, and site speed. We also set up conversion tracking, so they can gain valuable insights into their traffic sources and audience.

View Finished Site

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