TRAVEL YUKON

Transforming Travel Yukon into an Engaging Destination Guide

Tourism Yukon embarked on an innovative project to transform its digital presence, creating an engaging and informative platform that mirrors the unique beauty and culture of Yukon.

PROJECT OVERVIEW

Tourism Yukon serves as the official tourism body for the Yukon Territory, a region renowned for its rugged landscapes and rich cultural heritage. The organization promotes Yukon as a top travel destination for adventure and nature lovers worldwide.

The project aimed to enhance the digital experience for visitors to Yukon's official tourism website. The goal was to provide a comprehensive digital guide that not only inspired travel but also facilitated the planning process through intuitive design and personalized content.

ECOSYSTEM & MARKET

square kilometers territory

person per square kilometer

of population identifies as Indigenous

of Yukon's land area is protected

elevation of Mount Logan (second highest peak in N.A.)

MY ROLE

As the lead experience strategist, I was responsible for orchestrating the research and design phases, focusing on understanding user needs through interviews and persona development.

I led the team in mapping out the customer journey, identifying key touchpoints, and ensuring that the website architecture catered to varied user intents and behaviors.

THE APPROACH

My approach involved a deep dive into service design-inspired methodologies to ensure that every aspect of the website was focusing on travelers and their needs.

This included competitive benchmarking, extensive user research, and the development of a UX strategy that prioritized ease of navigation and rich, engaging content.

The design was informed by the distinct seasonal and regional characteristics of Yukon, ensuring users could find information tailored to their interests and travel times.

RESULTS

The project successfully translated the essence of Yukon’s identity into a digital format, enriching the user experience with intuitive design and evocative content that faithfully reflects the destination's spirit and cultural richness.

The new Travel Yukon experience significantly bolstered Yukon's standing in a competitive field filled with other prominent natural and adventure destinations.

visitor increase year-over-year

engagement rate with video content

growth in conversion rate