Vacafabu
Vacafabu is a resort in Colorado in Keystone, the location has lots of activities and is packed full of adventure. If you ever want to take a break from the hustle and bustle of life and relax with some skiing or hiking Vacafabu is the way to go.
Services
Brand Design
Website Design
SEO Enhancment
User Research
Problem & Solution
Problem: The original website was unorganized and provided poor user interaction. It also lacked Search Engine Optimization (SEO), which reduced the website’s visibility. Additionally, the company had no visual brand identity.
Solution: To make both the website and the company more visible, I first needed to establish a strong brand identity. Once that was in place, I could begin designing the website based on the brand guidelines. As mentioned earlier, the existing website needed a complete revamp to ensure simple navigation, improved user interaction, and faster loading times for all content. By addressing these pain points, the website would attract more user traffic and create a better overall user experience.
Goal: Covert users and visitors of Vacafabu to become paying guests at the resort.
Market Research
Target Audience: Vacafabu ideal client and customers are individuals seeking mountain getaways and who also enjoy mountain activates like skiing, mountain climbing, and mountain sceneray.
Competitors: The Shippin
Visual Direction: For the brand design it needs to communicate that it is a mountain resort as for the web design it needs to be accessible and navigable for everyone, it also needs to communicate what attractions there are near the mountain resort.
Mission: To be the number 1 mountain resort in Colorado.
Vision: Encourage more people to pick a mountain vacation.
User Research
What was the reason for your mountain visit
Skiing/Snowboaridng
50%
Family Vacation
25%
Other
25%
Other reasons
A bunch of reasons
What activaties did you engage in
Skiing/Snowboarding
50%
Hiking Trails
25%
Dining Experience
25%
Indoor Recreation
25%
Spa/Wellness
25%
How easy was it getting to the resort
Easy
50%
Neutral
50%
Hard
50%
What issues did you encounter in your mountain resort
Limited food options
25%
Limited Outdoor Activites
50%
Other
25%
Other reasons
Price
What features would improve your experience?
Real time weather Alerts
50%
Interactive Resort Map
25%
Ski Lift Wait times
25%
Gear Rental pre-booking
50%
What problems did you run into when getting to resort
Driving Conditions
62.5%
Parking
37.5%
What do you expect to see before arriving
Outdoor Activites
100%
Scenic Views
75%
Quiet Peaceful Enviroment
75%
Luxury amenities (spa, dining, etc)
25%
Adventure Experience
25%
Cozy Accommodations
25%
What were you biggest frustrations during stay
Weather disruptions
50%
Hidden Fees
25%
Food Avability
50%
What season was your recent mountain stay
Fall
50%
Winter
50%
What were you biggest frustrations during stay
Understanding Price
50%
Booking Resorvations
25%
Mobile Usability
25%
User Personas
Drake Popvich
Skier
Age: 24
Problem: Drakes problem is that there he can never know when the weather conditions will be like and wait times for ski lifts
Solution: Vacafabu can offer current weather conditions and wait times of ski lifts.
Caroline Smith
Mother of 3
Age: 40
Problem: Caroline doesn't know what activities of the places she goes, as well as scenic views to pass by through
Solution: Vacafabu offers an interactive map as well as activities and sites to see near the resort and recommended sites
Color Scheme
I decided to go with two colors for the brand that best communicates their beliefs and core values.
Orange: Vacafabu values adventure and Enthusiasm, orange encompasses both.
Dark Teal: Vacafabu wanted to communicate the value of both trust and passion for nature, so I incorporated a dark teal color to communicate both.
Yellow: Vacafabu also values happiness so the best color to communicate happiness.
Logo Design
The mountain is used to communicate that it is a mountain resort and that there will be a lot more mountain activites.
The Sun setting to incorporate the idea that everyday your here is a new day of enjoyment and actvity.
The logo also wants the people who visit to know they encourage recreational mountain activities, so to communicate that I made the logo have sports store visual appeal.
Results / Deliverables
Brand Identity: A newly updated visual identity that aligns with the core values of Vacafabu and newly updated logo with variants for different mediums and merch that Vacafabu will provide.
Web Design Revamp: An updated version of the current website that is visually appealing to users as well updated and enhanced navigation and interaction.
Search Engine Optimization Enhancements: The company's website now has increased visibility thanks to updated meta descriptions as well as alt text for each image on the site.
User Traffic/Event Count: User traffic has increased by 99 new users accompanied by 300 event count in the last week.