SB

About me

Work

Let’s talk

SB

About me

Work

Let’s talk

SB

About me

Work

Montenegro tourist portal

Montenegro tourist portal

Montenegro tourist portal

Client

The National Tourism Organisation (NTO) of Montenegro

The National Tourism Organisation (NTO) of Montenegro

Team

8 people

My role

Information Architecture

User Research

Prototyping & Testing

Visual design

Interaction

Year

2022

Brief

Brief

Brief

My role was to design a website that effectively communicates the Montenegro brand identity, provides comprehensive and accurate information about the destination, attracts more users, and supports marketing campaigns. The website needed to offer a unique experience for different types of users, enabling everyone to find the experience best suited to their needs and wishes.

Problem

Problem

Problem

Montenegro offers a wide variety of activities and places to visit. The challenge of this project was to ensure everyone could easily find and book experiences and accommodations suited to their needs and wishes. Since Montenegro is often overbooked during summer, we aimed to promote off-season activities and position Montenegro as a year-round destination.

Solution

Solution

Solution

We created a unique visual identity and captured users' attention with visual storytelling. Using a visitor-centric approach, we developed the "Shape Your Montenegro Story" wizard to elicit visitor preferences and provide them with the most relevant offerings early in the session. By promoting activities in different seasons, we attracted more users to visit this beautiful country year-round.

1.

1.

1.

Design process

Design process

Design process

Research/

discovery

Research/discovery

Research / discovery

We conducted user and market research by interviewing users who interacted with the old website and sending out surveys about potential site improvements. Based on our findings, we created user personas and user journeys.

We conducted user and market research by interviewing users who interacted with the old website and sending out surveys about potential site improvements. Based on our findings, we created user personas and user journeys.

Design

Design

Design

With a good understanding of our users, we developed primitive representations of the website structure and wireframes. We then created an information architecture and transformed the wireframes into aesthetically pleasing and easy-to-use designs.

With a good understanding of our users, we developed primitive representations of the website structure and wireframes. We then created an information architecture and transformed the wireframes into aesthetically pleasing and easy-to-use designs.

Prototyping & Testing

Prototyping & Testing

Prototyping & Testing

We tested high-fidelity prototypes with real users to gather accurate feedback and insights into "what's working" and "what's not working." This process helped us identify areas needing improvement before the final product went live.

We tested high-fidelity prototypes with real users to gather accurate feedback and insights into "what's working" and "what's not working." This process helped us identify areas needing improvement before the final product went live.

2.

2.

2.

Concept and development

Concept and development

Concept and development

Content architecture

Content architecture

Content architecture

Based on the research and persona discovery, I brainstormed, compiled and organized the necessary website content and functionality.

Based on the research and persona discovery, I brainstormed, compiled and organized the necessary website content and functionality.

Persona

Persona

Persona

Based on research findings, I created user personas who represents the target user, their needs and habits. This helped me to empathize with the end user on the remaining steps of the design process.

Based on research findings, I created user personas who represents the target user, their needs and habits. This helped me to empathize with the end user on the remaining steps of the design process.

User journeys

User journeys

User journeys

I created user journeys for “dreaming” and “planning to visit” phase of our user personas, as that is one of the most important site’s functionality.

I created user journeys for “dreaming” and “planning to visit” phase of our user personas, as that is one of the most important site’s functionality.

Lo-fi wireframes

Lo-fi wireframes

Lo-fi wireframes

After defining the main user task and flow, I attempted to create the first set of lo-fi wireframes to run some preliminary testing with the actual users. That allowed me to gather some initial feedback and save time later in the process before I started the high-fidelity prototype.

The first round of testing I decided to make a couple of iterations that included: Creating a “Personalization wizard” that helps people create itineraries based on their preferences and wishes, changing names of the menu items and making the CTA buttons more visible.

After defining the main user task and flow, I attempted to create the first set of lo-fi wireframes to run some preliminary testing with the actual users. That allowed me to gather some initial feedback and save time later in the process before I started the high-fidelity prototype.

The first round of testing I decided to make a couple of iterations that included: Creating a “Personalization wizard” that helps people create itineraries based on their preferences and wishes, changing names of the menu items and making the CTA buttons more visible.

3.

3.

3.

Design and prototypes

Design and prototypes

Design and prototypes

The content strategy combines natural attractions with the country's legends and heritage to highlight Montenegro's uniqueness. It portrays Montenegro as a sustainable, authentic, eco-friendly oasis where the Adriatic meets the Ionian Sea.Based on the feedback from initial usability test, I created hi-fi wireframes and a prototype.

4.

4.

4.

Personalization wizard

Personalization wizard

Personalization

wizard

The website employs segmentation tools and offers personalized experiences to various types of visitors. The overarching goal is to attract foreign travelers, so the strategy focuses on the dreaming, planning, and sharing phases of the user journey, considering the preferences and challenges of various buyer personas.

The website employs segmentation tools and offers personalized experiences to various types of visitors. The overarching goal is to attract foreign travelers, so the strategy focuses on the dreaming, planning, and sharing phases of the user journey, considering the preferences and challenges of various buyer personas.

5.

5.

5.

Responsive site

Responsive site

Responsive site

The site aims to provide an enticing and frictionless user experience, convenient user paths, and a mobile-friendly design.

The site aims to provide an enticing and frictionless user experience, convenient user paths, and a mobile-friendly design.

6.

6.

6.

Social proof

Social proof

Social proof

Additionally, the site encourages previous visitors to share their experiences to provide social proof.

Additionally, the site encourages previous visitors to share their experiences to provide social proof.

Are you interested in the final product?

Click here to visit the website

Go back to my work

Create a free website with Framer, the website builder loved by startups, designers and agencies.