Initially hired as a digital marketer for Prairie Ridge, the project turned into updating their priority pages within the allowed budget to help push conversions to book a campsite and update the outdated visuals and lack of clear user flow for bookings. I redesigned the homepage, accommodations, and activities pages to create a smoother, more modern, and conversion-friendly user experience
The original Prairie Ridge Resort website lacked:
As a result, the site didn’t fully capture the resort’sunique offerings or guide users toward bookings.
Improve navigation flow and clarity
Create a visual narrative around the resort’s nature-focused experience
Highlight accommodations and activities clearly
Encourage bookings through stronger CTAs and design structure
This self-directed redesign focuses on Prairie RidgeResort’s website, which I selected due to its outdatedvisuals and lack of clear user flow for bookings. I designed the homepage, accommodations, andactivities pages to create a smoother, more modern,and conversion-friendly user experience.
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Target Segment: The Relaxed Escapers
Names: Karen & Paul
Age: 52 & 50
Location: Saskatoon, SK
Household Income: $120K/year
Education: Both attended university or technical college
Family Status: Married, kids in university or recently moved out
Paul works in agriculture and Karen is an HR manager. With the kids out of the house, they’ve begun prioritizing time together—especially short, stress-free getaways. They’re not interested in traditional camping anymore but still crave the peacefulness of nature, stargazing by the river, and cozy evenings by a fire. They value comfort and simplicity over luxury, and want something easy to plan.
Pain Points & Challenges:
Dislike the hassle of setting up tents or cooking outdoors
Find most “nice” places booked out or too far away
Want to avoid noisy or family-packed campgrounds
Are tired of scrolling through outdated cabin rental websites
Simple, clean navigation – They’re not tech-savvy and get overwhelmed by cluttered sites.
Large, clear images – Want to “feel” the experience through visuals before booking.
Clear pricing & availability – Prefer to see “from $X/night” at a glance.
Fast, mobile-friendly layout – Karen often researches trips on her iPad while relaxing at home.
Minimal steps to book – They want a 2–3 click path: Explore > View Stay > Book.
Needs
Modern, comfortable accommodations that still feel close to nature
A quiet place to reconnect and recharge for the weekend
Easy booking and clear info without overwhelming choices
Bonus activities like fishing or star-watching to make the trip feel meaningful
Target Segment: The Young Adventure Family
Names: Jenna & Tyler
Age: 36 & 38
Location: Saskatoon, SK
Household Income: $105K/year
Education: Both have college degrees
Family Status: Married with two kids (ages 5 and 8)
Jenna is a teacher and Tyler works as a contractor. They love the idea of camping, but between packing, gear, and unpredictable weather, it’s never worth the hassle. They’re always looking for budget-friendly ways to get their kids off screens and into nature—without driving hours or spending thousands. When summer comes around, they’re constantly Googling “easy family getaways near Saskatoon.”
Pain Points & Challenges:
Don’t own camping gear and don’t want to invest in it
Many “affordable” places feel run-down or unsafe for kids
It’s hard to find places with real bathrooms, kitchenettes, or enough space
Most destinations are too far or require too much planning
Quick access to family-friendly options – They want to know right away if a place is kid-safe.
Mobile-first design – Jenna browses on her phone while managing the kids.
Itinerary ideas or what’s included – “What will we do once we’re there?” is key.
Photo galleries of families – They want to imagine their kids there.
Transparent pricing & minimal fine print – No surprises = trust.
Needs
Family-friendly accommodations with built-in comfort (beds, bathrooms, fridges)
Short drive and easy access—can pack up and go on a Friday after work
Activities for the kids (trails, nature watching, safe open spaces)
Transparent pricing that fits within their staycation budget
I started by mapping out wireframes for:
A homepage that leads with lifestyle imagery and invites exploration
A clear accommodations hub showcasing the variety of stays
A visually engaging activities page tied to nature and ease of planning
I brought the wireframes to life by:
Using immersive photography and full-bleed sections
Creating sections for unique offerings like fishing add-ons and trails
Simplifying the text and emphasizing “Book Now” CTAs
Due to budget and scope constraints, we implemented the redesigned site directly rather than developing a separate prototype. To validate key user flows, I shared the live site with three users and observed their ability to:
While the sample size was small, the feedback helped confirm that the updated structure improved clarity and user experience.
Feedback highlights:
This informal testing phase helped ensure the final design aligned with user expectations—even without a full research budget.
This was a real-world project with a real client—one that challenged me to balance user experience principles with budget and scope limitations. While we couldn’t implement every feature we envisioned, I focused on creating a design that honored Prairie Ridge Resort’s nature-first identity while improving clarity, navigation, and booking flow. The process helped me refine my ability to prioritize impact-driven decisions and work within real content and structural limitations.
Key takeaways:
Applied the full UX process from audit to prototype with a real client
Translated brand values into a clean, story-driven visual design
Thought critically about mobile responsiveness and user flows
Designed within budget and content constraints while delivering tangible improvements