Tropical Incentives DMC: UX/UI Redesign & Lead Optimization

Understanding the Audience through Data

To build a successful solution, I began with a deep-dive research phase. By analyzing existing site metrics and conducting stakeholder interviews, I identified critical friction points in the original navigation.

UX Research: User Personas I developed detailed User Personas to represent the core segments of the audience: Corporate Event Planners, Travel Agents, and Incentive Trip Organizers. This study allowed us to map specific pain points—such as difficulty in finding destination-specific services—and prioritize features that would facilitate a faster 'request for quote' process.

Establishing a Unified Visual Language

To ensure long-term consistency and streamline the development process, I developed a comprehensive Design System tailored to the Tropical Incentives brand identity. This system serves as a 'single source of truth,' allowing the marketing and design teams to maintain a cohesive look and feel across all digital touchpoints. Key Components of the System:

• Atomic Design Principles: I built a library of reusable components—from buttons and form fields to navigation bars—using Figma, ensuring that every element follows the same logic and spacing.

• Typography & Color Palette: I translated the traditional brand guidelines into a digital-first color system, optimizing contrast for accessibility and selecting typography that balances luxury with legibility.

Heading: High-Fidelity Prototyping in Figma

I created interactive wireframes and high-fidelity prototypes. The visual design was carefully crafted to reflect the brand's authority in the hospitality sector while utilizing modern UI patterns:

• Clear CTAs: Strategically placed 'Plan Your Event' buttons to drive conversions.

• Visual Storytelling: Using high-impact imagery to showcase destinations.

• Responsive Design: Ensuring a premium experience across all devices, from desktop to mobile."