Project Overview

This project required a full site redesign for the national RV renting company. The client was looking for a complete refresh of their site including a more modern design look and feel as well as improving the overall UX of the site. Former customers of the site found it to be quite confusing to navigate and successfully complete a transaction.

In addition to a new look and layout, the client was very adamant about keeping most of their current content, they had really strong search rankings from years of SEO work they wanted to preserve. This presented the challenge of making the current long blocks of text much more digestible and readable to the user.

After an initial analysis of the site it was concluded a refresh of more modern font stylings and improved color usage could go a long way. The overuse of the clashing bright orange and blue along with the lack of established heading hierarchy was causing each section to blend into one another and did not effectively move a user's eye down the page or highlight important links or CTA sections.

The goal was to establish a strong style guide and strategically use just one accent color throughout. In addition, adding more variety to the sizing of headings, text and backgrounds to break up the pages more efficiently and inform the visual hierarchy. And to help with the long paragraphs of text we looked to effectively use toggles, drop downs, and sliders when appropriate.