For this project, there were two main goals: improving conversion and usability while creating a layout that could effectively accommodate search engine optimized content.

I focused on making the page easier to navigate and the information easier to understand at a glance. The original tour cards were difficult to read, and users reported having trouble finding tours for the specific city they were interested in. I redesigned the cards with a clearer hierarchy, making key information more prominent and allowing users to quickly scan each option before deciding which tour to explore.

I also added a dedicated section linking to each wine tour destination, giving users a simple way to narrow their search and find tours in their preferred city.

Because the company has been an established and recognizable brand in the industry for over a decade, maintaining familiarity was an important part of the redesign. The new design was created to feel consistent with the existing website and brand while elevating the overall visual experience, usability, and functionality.