Website Concierge
Rethinking the Destination Homepage
Every destination website faces the same challenge. Families, couples, food lovers, outdoor enthusiasts, and seasonal travelers all arrive with different goals, yet they’re typically presented with the exact same homepage. The result is often a one-size-fits-all experience that asks visitors to search for what’s relevant instead of helping them discover it.
Website Concierge challenged that assumption.
I conceived and designed the entire experience, from the interaction model and visual language to the user interface and prototype. Rather than guessing what visitors wanted, the homepage simply asked. Depending on the destination, visitors could choose a season they planned to visit or the type of trip they wanted to take. That single decision transformed the homepage, replacing photography, featured stories, events, and supporting content with experiences tailored to their interests. The overall page structure remained familiar, while the content became far more relevant. The Concierge itself remained available throughout the experience, allowing visitors to easily explore another path at any time.
Designing the interaction was only part of the challenge. The experience needed to feel like a natural extension of each destination’s brand. Every homepage variation used its own photography, messaging, and curated content while maintaining a consistent visual rhythm. The result was an experience that felt personalized without becoming confusing, giving visitors a reason to engage more deeply while encouraging them to return and explore the destination from a different perspective.
Originally developed for Washington, DC and Fort Myers, the concept quickly gained traction within the agency and became part of the sales conversation for future destination websites. More importantly, it challenged the idea that a homepage had to be static. Instead, it became an experience that adapted to the visitor while remaining rooted in thoughtful interaction design and strong visual storytelling.
