I was engaged by Ginetta, one of the top Swiss design studios from Zürich to visualize and design a website concept for the Hike Up, a hiking trails of Zermatt. It’s B2C web experience that helps tourists find the perfect trail and see the most beautiful sights during the hike.
What was the goal?
It helps hikers plan every aspect of their trip, suggested gear, routes, how to get there, where to have lunch or find accommodation on top of the mountain, etc.
Hike Up wanted to showcase Zermatt, one of Switzerland’s most attractive hiking destinations, in a most appealing way while still keeping the website user experience modern, easy to use, and corresponding to the topic and target group.
The Approach
and processes
I always approach “blind” without guessing or making assumptions, so at first, before we started with any concepts, we set up project processes, and I wanted to learn more about their visitors and users and the nature of their business.
I started with deeper research and exploration of relevant studies and worked on user personality profiles. Based on the discovery insights, I found that adventure and social activities, nature and fresh air, and new secret places are experiences our target users are seeking.
I guided the team through the workshops and sessions that included competition analysis, mood boards, an information architecture, wireframes for both mobile and desktop, and eventually, the creation of the art direction and style guide.
I started setting an art direction by putting the researched insights into the game and portraying an expected vibe, look, and feel. The choice of colours, imagery, typography, icons, illustrations and communication all came from the strategic approach. Relaxing, challenging, socialising, satisfying, trail map lines, a Swiss red heart, and elements of sophistication were the main assets in the final creative direction.
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