Problem:
The Johnson City CVB needed to deliver a revitalized user experience for tourists exploring vacation ideas for the region. Their previous website didn't allow users the ability to plan trips or experiences, and needed a means to connect with users in a truly personalized way.
Solution:
Diving into user research to not only validate UX decisions, but to also help with IA planning, a large scale data analysis was conducted to better map user journeys that would align to business objectives.
A novel approach to match users to persona-based trip ideas was devised that would allow for seasonal custom trip plans to be created, assisted by matched elements from planning questions. Along with this aspect, a design that would better expose users to the breadth and depth of options and events.