Aruba Tourism Board

The Opportunity

Aruba’s economy depends on tourism but they are a small island with limited space. The Aruba Board of Tourism couldn’t attract more visitors and was looking to increase tourism dollars on island by changing the type of visitor they attracted. In order to achieve this goal, we dove deep into who the target visitor is and designed new messaging and website to fit their needs and increase conversions.

My Role

On this project I was the lead strategist, responsible for all design research and experience strategy activities and deliverables. I also oversaw content and brand strategy, lead design thinking workshops, and contributed to ux design.