Team
Product Manager, Senior UX Designers, Creative Directors, VP of Design, Senior Developers, Junior UX Designers (Myself)
My Role
User Testing, Wireframes, UI Components, Mid-High Fidelity Designs
Date
January 2022 - August 2022
About
The Challenge
Being a world class destination is a given for California, but providing a world-class online destination for potential visitors is riding an entirely different wave.
Visit California’s website inspires travelers by showcasing experiences and attractions throughout California’s 12 tourism regions. But, a regional brand needs a global reach, and a digital experience that transcends geography, and it was time for Visit California to evolve their web and mobile presence.
The Approach & Final Design
We partnered with Visit California to develop the new concept, providing art direction and experience design. The outcome is much more than a website, it’s a digital experience we call The DREAM Theater.
Thoughtful design elements contribute to the innovative and dynamic storytelling experience. Interactive navigation in the form of horizontal “scrollytelling” matches the ethereal essence of the campaign. As users scroll, the stunning visuals awaken, holding their attention and intriguing them to continue to the end.
Subtle but constant motion design gives an illusion of depth, lending the images a visceral feel. Rotoscope animation provides a lifelike quality to the intuitive and authentic UX. The overall focus on human-centered design reduces cognitive load and creates meaningful, natural interactions for users.
