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
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
Unified design system that streamlined future page creation
Redesigned navigation and filtering to improve trip discoverability
Clearer hierarchy and visual consistency across destinations and trip types
Integrated reviews, testimonials, and social proof to build credibility
Optimized layouts for performance and accessibility
Conclusion
The redesign transformed 10Adventures from a functional travel directory into an inspiring, user-centric platform. The new design not only elevated the brand's digital presence, but also delivered measurable growth in engagement, conversions, and user satisfaction.
