New system UI / UX Redesigning - Site Ontario Trails Map
The Problem
The previous Ontario Trails Map system faced technical and usability challenges that compromised the user experience:
Outdated technology: It directly impacted the system’s speed and its primary function—helping users find trails.
Navigation difficulties: Users struggled to find trails in a clear and intuitive manner.
Limited event integration: The system made it harder for users to participate in community and tourism events.
Barriers to tourism: It hindered the potential to attract visitors, especially considering the importance of trails in the region as an international destination.
My Role
As a Product Designer, I was involved in all key stages of the redesign, including:
Initial investigation and analysis: Conducted an in-depth study of the old website to identify structural and functional issues.
System visual mapping: Documented the existing architecture to pinpoint critical areas for improvement.
Understanding the target audience: Performed analyses to define personas and understand the behavior and needs of tourists and local trail enthusiasts.
Process
Research and Discovery
Conducted video call interviews with local users and project stakeholders who reside in the area.
Analyzed benchmarks of similar systems in other tourist destinations, with the AllTrails app as the primary reference and competitor.
Reviewed usage metrics from the old system.
Usability Testing
Conducted tests with 6 real users, representing both tourists and local residents.
Iterated on the solution based on feedback to refine the design.
Data Analysis
Identified user behavior patterns.
Prioritized critical issues based on qualitative and quantitative data.
Handoff and Monitoring
Delivered detailed documentation to the development team, including design guidelines.
Implemented KPIs to track post-launch results.
Prototyping
Created low-fidelity wireframes in Figma to test navigation flows.
Advanced to high-fidelity prototypes in Figma, simulating the final user experience.
Solution
The Ontario Trails Map redesign resulted in:
Modern and responsive platform: Fully compatible with desktop, tablet, and mobile devices.
Optimized interactive map: Providing easy navigation and trail searches with advanced filters.
Integration with local events: Users can explore and participate in activities directly through the system.
User-friendly experience for tourists and locals: Simplified and intuitive interface, promoting tourism in the region.
Results after 30 days of monitoring:
15%
Reduction in bounce rate: 15% decrease, driven by improved usability and faster load times.
20%
Increase in average session duration: A growth of 20%, reflecting higher engagement with the interactive map and event features.
10%
Growth in organic traffic volume: An increase of 10%, supported by the responsive design, improved user experience, and SEO-friendly enhancements.
Key Learnings
In every project I engage with, dedicating myself to understanding the routine, logic, and perspective of those behind the screen—armed with their pain points—makes the work much more meaningful.
In this project, I was able to deeply empathize with the challenges faced by users who spend 8 hours hiking on steep terrain with inclinations exceeding 45°, walking 20 to 30 kilometers without internet access.
This highlighted the critical need for a reliable map in their hands and, even more importantly, a platform where they could find all the essential information to prepare for the hike effectively.
These insights were reflected in both the user experience and the design of the new Ontario Trails Map, ensuring it truly served its audience in the best possible way.
