Improving Aesthetics + Functionality

It was time for a makeover


When you’re planning a getaway, where do you get your information? We bet you said online! And that’s why Indiana Tourism’s website is such an important trip-planning tool for their visitors. Williams Randall did a complete makeover of the website, including aesthetic changes to make it more contemporary as well as functional changes to improve the user and advertiser experiences.

First, the beauty. Williams Randall sought to modernize the site while giving it a design update. Trends in website design change rapidly, and the site had not been updated for a few years. “Simplification” was the watchword for this redesign. We treated the site like it was a portfolio of work, allowing it to showcase photography with a simpler design. This minimalist approach, which has the feel of Instagram, allows the images of beautiful destinations to be the star on each page. In addition, the color and font palettes were minimized for a simpler, cleaner design. Small, yet impactful, changes were also made to buttons, type and photo treatments, paying particular attention to how they appear on mobile devices.

Next, the functionality. We wanted to enhance the website to benefit both site visitors as well as destinations that advertise on the site. Williams Randall carefully considered how to make ads look more like editorial content, hoping to increase click-throughs for advertisers. We also introduced improvements to the search function to make it easier to filter information geographically. This includes a new “Near You” area based on geolocation that features things to do, lodging, food and drinks, and other categories near a user’s location. Users can also sort results based on distance from a number of popular Indiana cities. We also created a completely new section to include content from the printed Indiana Travel Guide, again enhancing the user experience. Finally, Williams Randall made some behind-the-scenes technical changes to increase the site speed. All of these changes had the goal of making the online visit experience better so that even more people will want to visit our state in person.


Our Responsibilities: Content Strategy, Mobile Website Design, Responsive Website Design, User Experience Design, Web Development - Back-end, Web Development - Front-end, Website Architecture, Website Design, Website HTML

Client: Visit Indiana

Industry: Travel/Tourism/CVB