Designing a more adventurous, accessible, and high-converting travel experience.
Introduction
10Adventures is a worldwide adventure travel platform connecting people to guided and self-guided hiking, biking, and outdoor experiences. The goal of the redesign was to modernize the website, improve usability across devices, and make it easier for visitors to discover and book their next adventure.
My role
Sole Lead UX/UI Designer
I led the end-to-end design of the new 10Adventures website, collaborating closely with developers to bring the refreshed experience to life. My responsibilities included:
Designing over 50+ responsive pages for desktop and mobile
Developing a scalable design system for future growth
Improving accessibility and visual hierarchy for better readability
Conducting UX audits and refining user flows for booking and trip discovery
Managing handoffs and QA to ensure high-fidelity implementation
Collaborating on SEO improvements to support organic growth
Goals
Create a modern, consistent visual identity across all pages
Enhance the user journey from inspiration to booking
Improve performance, accessibility, and mobile experience
Strengthen trust through better social proof and content design
Process
The existing site had strong content but was working against itself. It had inconsistent layouts, poor mobile experience, and a booking flow that buried the most important decisions. I started with a full UX audit across the 50+ pages, mapping where users were dropping off and where the visual hierarchy was creating friction. From there I prioritized three things: simplifying the path from discovery to booking, building a design system that would make the site feel cohesive at scale, and earning trust earlier in the journey through better use of social proof and photography.
Results
Conversion rate: 0.46% → 1.04% (+150%)
Visitor growth: Over 200K monthly visitors
3× faster booking decisions due to simplified flows
Significant increase in bookings post-launch (best sales year ever)
Over half-million total sessions since relaunch
Improved SEO visibility and engagement metrics
Highlights
The design system was the unlock for everything else, once we had consistent components, we could move fast without sacrificing quality. The biggest usability win was rethinking trip discovery: users were previously overwhelmed by options with no clear way to filter by what actually mattered to them. Restructuring navigation and search cut the time to a booking decision by 3x. Social proof was also under-utilized on the old site, weaving in reviews and testimonials at the right moments in the journey made a measurable difference in conversion.
Conclusion
When we started, 10Adventures had a conversion rate of 0.46%, good content that wasn't converting because the experience got in the way. The redesign fixed that by getting out of the user's way: cleaner flows, better trust signals, and a site that finally felt as inspiring as the adventures it was selling. The 150% lift in conversions and a record sales year were the result, but the thing I'm most proud of is the design system - it means the team can keep building without starting from scratch every time.
