DQTours

| Summary

As the UX Designer, I led a full-scale website redesign to enhance user experience and align with brand goals. This included conducting an in-depth website audit to streamline the information architecture, update copywriting and branding, and inform design decisions. I performed market research to align the design with user expectations, crafted wireframes to visualize the new structure, and handed off a clear, actionable design plan to stakeholders for development and implementation

Situation

A drag queen-themed tour in NYC needed a website overhaul to better capture its bold, inclusive personality and appeal to a broader audience. The existing site had cluttered information architecture, outdated branding, and lacked the energy to represent the unique tour experience, which was impacting user engagement and conversions.

Task

As the UX Designer, my role was to create a comprehensive redesign that would improve user flow, clarify information, and enhance the brand's online presence. My aim was to make the website as engaging and lively as the tours themselves, while ensuring it was easy to navigate for prospective customers.

Action

- Conduct an in-depth website audit, identifying gaps in information architecture and areas for brand and content improvement.
- Perform market research to understand the target audience’s preferences, pain points, and expectations for a niche, entertainment-driven brand.
- Create wireframes to visualize an updated structure, infusing vibrant, on-brand elements into the layout.
- Refine copywriting to reflect the tour’s personality and mission, ensuring every detail conveyed the brand’s unique energy and inclusivity.
- Collaborate closely with stakeholders, delivering wireframes and documentation to guide development and implementation.

Result

The redesign brought clarity to the user journey, allowing users to easily navigate and understand the tour offerings. The fresh, cohesive branding and revamped content made the website more engaging and aligned with the tour's lively personality. As a result of the redesign, we identified 8 new potential tour routes based on user feedback, with 6 of those implemented. An impressive 86% of users indicated a willingness to pay $30 for a tour, and 57% expressed interest in tours hosted by a Drag Queen. The redesign achieved a remarkable 400% lead conversion rate, and the tour received five-star reviews, significantly enhancing user satisfaction and the brand's online presence.

| The Problem: She Needs a Facelift

The stakeholder approached me with a clear objective: to revamp the existing website to better align with their vibrant branding and to explore new business opportunities.

The current site was not only visually outdated but also struggling to drive traffic and convert visitors into tour bookings. The goal was to create a more compelling online presence that would attract users, enhance engagement, and ultimately boost tour bookings.

| She May Be the Queen, But We Have to Audit Her

I began with a comprehensive walkthrough of the website alongside the Queen herself, which revealed key areas needing redesign. This process allowed me to identify improvements needed to overhaul the user interface, restructure the information architecture for more intuitive browsing, and revitalize the website's copy.

During the audit, I also provided the stakeholder with strategic recommendations for business expansion, including updating tour options and pricing models to maximize profitability and align with user expectations.

| Exploring Beyond Chelsea Market

To identify new tour opportunities, I employed a mixed-methods approach to investigate the tourism market. This included designing and distributing a survey aimed at potential visitors to New York, conducting several contextual interviews, reviewing existing research provided by the stakeholder, and analyzing two competing walking tour companies in NYC.

Research insights

"The pricing is confusing. Do these prices change for special occasions?"

"I don't want to have to ask about a tour-- just tell me what it's going to be about."

"Why a Drag Queen? How does that add value?"
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8 potential new tour routes based on expressed interest

86% of participants said they'd be willing to pay $30

57% interested in tours from a Drag Queen

| Getting the Royal Treatment

Based on these research insights, I presented my findings to the stakeholder to secure buy-in for the redesign. I began revising the information architecture and layout to guide users through the booking process, creating new tour descriptions, and drafting revisions to copy that would both clarify and captivate an audience.

Wireframes Round 1

Wireframes Round 2

| A New Drag Queen is Born

At the end of this project I handed my reign back over to Queen DD, equipping her with all the necessary materials for implementation. This included:
- Comprehensive research findings
- Figma file featuring wireframe layouts for all website pages, and a detailed overview of the proposed information architecture
- Updated copy for the tour descriptions, the "About" page, and the FAQs, along with media descriptions and captivating hero headers
- Redesigned images that aligned with the vibrant aesthetic of the brand, ensuring a cohesive visual identity as the project moved forward

Drag & Design: Creating an Engaging Site for a Unique Tour Experience

Role & Timeline