Website Homepage Redesign - Research Study
Project Overview
One of the assignments provided in the UI / UX course from UT Austin was a website research and redesign featuring a tourism website. Research of the website's design from visual hierarchy and user flow to a competitor's website was the culmination of a lot of the research completed.
Solution
I designed a lo-fi wireframe for the homepage that featured tourism. Although it is simply a wireframe, knowing how the layout will appear with the appropriate research is pivotal. Navigation, CTA buttons, optimization, accessibility features and other important design elements is key website and user experience.
Current Design Audit
- Outdated graphics and CTAs
- Unresponsive design and layout
- Confusing visual hierarchy and presentation
Competitor's Analysis
- Good CTAs and engagement
- Responsive design and layout
- Strong visual hierarchy and presentation (through city's logo and colors incorporated)
Lo-fi Wireframe
Visual Layout & Explanation
- Easy to follow and minimal design
- Clear layout ensures visuals is the focal point
- Interactive CTAs and step-by-step timeline
Solving Traveler's Pain Points through Design
- Step-by-Step Timeline - The redesign gives the natural flow of a traveler's journey: curiosity, exploration, and planning. From the first scroll, users are guided through a narrative—discovering new places. Each section builds momentum, nudging users toward their next step without overwhelming them.
- Clear CTAs - CTAs like “Start Planning,” “Compare Trips,” and “Book Now” appear contextually across the homepage, helping the users take the right steps based on their experience. A sticky mobile CTA ensures that key actions remain accessible—even mid-scroll.
- Visuals - Dynamic imagery evokes wanderlust while maintaining information. Cards, carousels, and content blocks help structure information without crowding the page.
Since the homepage is a launchpad for both storytelling and travel destinations, the design balances emotional and visual appeal with usability. Graphical elements spark excitement, while the simplistic structure supports fast, frictionless exploration. CTAs are strategically placed to invite action without pressure. Microinteractions and UI feedback—like success states, loading indicators, and confirmations—give users a sense of control and trust in the platform.
Ultimately, this homepage redesign works because it honors how real travelers think: by moving between inspiration and logistics fluidly.
Reflection
This research and mockup design taught me the value visual hierarchy and interactive CTAs in guiding users through decision-making. Especially in tourism, where users are often hungry for inspiration with meticulous for planning. I learned how important it is to reduce friction at key pinpoints, like choosing destinations or travel timelines and how strategic CTAs and clean visuals can keep users engaged.
With more time, I would develop a high-fidelity prototype and conduct usability testing focused on accessibility, particularly for mobile as travelers rely heavily on their mobile devices. There is room to discover how personalized recommendations or traveler personas could further improve engagement and simplify decision-making for first-time users.
