Mobile Redesign & Website Optimization

From awareness to education to booking your trip to Vegas

As a Destination Marketing Organization (DMO) with a site serving the entire purchasing funnel from Awareness to Purchase, the Las Vegas site is about as complicated as they come. Ensuring the balance between engaging and informing content and an effective Online Travel Agency (OTA) is an ongoing, iterative process. The team reviewed analytics and user feedback to continuously improve the website for both our client and users.

Visitors to Las Vegas are very often looking at the website on a mobile device. However, there was no mobile-optimized Las Vegas website. This project was to both recreate the fully-functional education and booking capabilities of the desktop site, but optimize the navigation and presentation for mobile users.

My role was simplifying the architecture, designing the user flow over multiple technical integrations and providing site-wide wireframes.

The website has averaged 1.3 million monthly visits and booking widget searches are up from 20.5% to 27.3% over the last 2 years.

Created at R&R Partners for LVCVA Optimization Redesign

My role on this project

Lead UxD

Information Architecture (IA)


User Flow

Interaction Design (IxD)


User Interface (UI)

Usage/Analytics Review

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