Discover Los Angeles

I was fortunate enough to have the opportunity to work on the rebrand / restructuring of the Discover Los Angeles website.

Working with an amazing small team consisting of a strategist, UX (myself) and a visual designer, we began with research, to understand what visitors and locals needed from a tourism site for the Los Angeles area.
To understand how users wanted to navigate the site, we conducted card sort and tree testing exercises, which in turn led to a comprehensive set of wireframes and prototypes, which were user tested for their accuracy.
The visual designer then adapted the wires and prototypes to deliver a high-end visual system that gave a more contemporary look to the site overall.

A major challenge of the work was to work in crucial ad revenue space without feeling pushy or annoying.