OTG is a travel agency based in Guatemala. They offer various daily or personalized tours in Guatemala, Belize and Antigua and also help out tourists find local accommodation and transport. I was contacted to help update their existing website (which I also designed).
Their existing website was build in 2007, back when flash was a hot new thing. The mostly flash homepage was now hurting the SEO rankings, didn’t work on mobile devices, was difficult to update and posed a high security risk for visitors. The backend was built using WolfCMS, a small CMS that has since failed to gain traction, was hard to keep up to date and didn’t allow easy posting of new articles, something that the owner wanted to do to promote the area and their services better.
We identified the following goals for the new redesigned website:
To create a clear definition of what we needed to build, we did a market research of other similar organisations and built a better understanding of what works and what doesn’t in this particular sector.
We also started to better define our target user groups, what goals they need to accomplish on the new website and what features would make those goals easier to achieve.
People from all over the world who would like to discover Guatemala in a safe and friendly environment.
Needs and goals:
After clarifying the user goals, it was time to move on to the design stage.
The color scheme was designed to echo the vibrant beautiful setting and rich history of Guatemala and nearby locations.
The font family chosen is a modern sans-serif with open round letters that give the copy a nice, welcoming feeling (the typeface name "Lato" means "Summer" in Polish, the font designers' home country).
A mix of nature scenes, cityscapes and native people was used to fully imerse the visitor in the Guatemala experience.
Below is the final result of the design process.
The website was built on a Wordpress backend, heavily customized for increased ease of use by the non-technical members of the team. It's also built on a custom responsive framework based on Bootstrap.
It was tons of fun using textures again, contrasting the current "flat flat flat" design esthetic. I think this kind of project proves that (subtle) use of texture can still be used to great effect on modern, responsive websites.