Branding: By subtly intensifying the color pallet, updating the typography and flattening the logo I was able to update the brand without compromising its integrity.
Copywriting: A major pain point for a lot of tourists traveling to Namibia is the lack of information as to what exactly one can expect once you get there. Unlike other tourist destinations, Namibian Guest Farms are often far removed from town and cities, which means being prepared is incredibly important but not often communicated enough. Along with the owners of Waterberg Guest Farm we agreed to rewrite the copy to be more transparent as to what exactly guests can expect and what they can do in preparation for their trip.
Rewriting the Copy also helped us position Waterberg Guest Farm as a family “Home” and as a “Farm in Africa” that was “Built by Hand” thereby differentiating the Guest Farm from big corporate Luxury Safari Chains.
Website: To successfully create an online experience that is intuitive to the typical guest visiting Waterberg Guest Farm website, I had to understand the typical user of the website. It became clear that not all guests used the Internet as their primary research for Accommodation in Namibia but rather relied on travel agents, friends and booking companies to provide them with information. Those that did eventually visit websites of Lodges, Hotels and Guest farms did so further down the decision-making funnel and were thus more interested in detailed information than top-line marketing speak. Using these insights amongst others I was able to create persona’s and user journeys that helped me organize the content into a logical flow and overall create a logical user experience.
Prototyping: During testing it became clear that users wanted to see where they are staying and what to expect. This feedback allowed me to adjust the design and, in many ways, to simplify it.