Ideate
SITE MAP AND TasK flow
After identifying user behavior and need patterns, research was synthesized into a set of deliverables, which would guide me in keeping the users as a priority throughout the design process.
I developed a simple site map to solidify the organization of pages within the site.
Using the sitemap, research findings and developed persona, I was then able to chart a task flow. The task flow shows the main path for a user to from their entry point to the site to the final end goal of submitting a contact form.
WIREFRAMES
I began to wireframe key pages informed by my user flow. I took to pen and paper to start with some free-sketching.
Click to enlarge the low-fi sketches
I then moved to Sketch to create mid-fidelity wireframe key pages informed by my task flow. This set of initial wireframes shows the site pages that a user would encounter as they progress from entering the site on the home page and learning about the company and how it works, thus contacting them to find out more information.
I created a
mid-fidelity desktop prototype of the main user flow using Invision. This enabled me to visualize the early designs more concretely and see how the interactions flowed.
I also developed wireframes for tablet and mobile to reflect the adjustment in screen size.
VISUAL DESIGN
LOGO DESIGN
As part of the branding refresh, I iterated on several logo designs: first brainstorming with hand sketches, moving quickly to digitalizing them.
In creating a logo for TAL Tours, I sketched ideas which incorporated ideas of reflection with symmetry in shapes and letters. I also explored more simple designs that used wordmarks and displayed a travel related icon.
The initial explorations shown above gave me a choice of directions I might pursue. I went with the final choice (below) as it was a modernized version, incorporating factors from previous TAL Tours logos, thus satisfying owner. I determined that blue with a slight gradient was appropriate, conveying a sleek logo, while simultaneously reminding the user of ocean-like and vacation properties, as well as Israel's national colors.
STYLE GUIDe and UI Kit
With the logo designed, I then created a Style Guide and UI Kit to effectively guide me in working on the interface design. The UI Kit serves a working tool that is regularly updated with changes. I wanted to convey a brand of warmth and luxury. This idea led me to use the coral color as a highlighting color, and deep blues with hues of purple to express trust and dependability. I used rounded edges consistently throughout the UI of the site to convey softness and be easy on the eyes.
