Portage Trail Outfitters and Resort
Website Redesign Planning Process

Client Meeting Summary

• Website Goals and User Experience:
  • Primary Goal: Create an identifiable brand and web presence for Portage Trail.
  • Enhance the customer experience by providing easy access to company information and offerings.
• Overall Message and Feel:
  • Portray the company as a reliable source for disconnecting from daily life, reconnecting with nature and your group, and creating memorable experiences.
  • Emphasize the tranquility, fun, and long-standing family history of the location.
  • Core values: Easy, experiential, tranquil escape, and a strong commitment to Leave No Trace principles.
• Brand Identity and Materials:
  • No existing brand materials; open to creative vision.
  • Brand Mission: A reliable source of gear and information for disconnecting from the daily grind and reconnecting with nature and your group, with a strong focus on great customer service and the overall experience.
  • Design Style Preferences: Balance of rustic and modern, not too busy, natural, clean, and professional.
• Target Audience and Marketing:
  • Primary: Youth group and scout leaders.
  • Secondary: Group trips (guys and girls).
  • Tertiary: Winter cabin rentals, couples' trips, corporate retreats, and mini vacations.

Design Rationale (Project Objective)

The objective here is to create an identifiable brand and web presence for Portage Trail Outfitters and Resort. The primary problem I am trying to solve is the absence of an online presence for the client, which hinders potential customers from easily finding information about the company and its offerings.

The brand message I aim to communicate to Portage Trail Outfitters' customers is that we are a reliable source for disconnecting from the daily grind and reconnecting with nature and your group. This experience is highlighted by the tranquility, fun, and long-standing family history of the location.

The core values of the brand include offering an easy, experiential, and tranquil escape, while also demonstrating a strong commitment to Leave No Trace principles, showcasing our dedication to environmental sustainability and responsible wilderness exploration.

Target Market

Portage Trail Outfitters and Resort targets several market segments:

• Primary Target: Youth groups and scout leaders. These groups make purchasing decisions for a larger target audience, renting a significant amount of gear.
• Secondary Target: Group trips, including both male and female groups. These customers may rent fewer items, typically just canoes, but still contribute to the business.
• Tertiary Target: Winter cabin rentals, couples' trips, corporate retreats, and mini vacations. This segment caters to those seeking a more luxurious or comfortable experience, which may include staying in the cabins during the winter months.

Competitor Analysis and Research

As I design Portage Trail Outfitters and Resort's website, competitor analysis plays a crucial role. By examining competitors' websites, I gain insights to create a user-friendly, visually appealing site in alignment with the brand's values.

Competitor 1: Piragis

Website: Piragis Website

• What is Working?

• User-Friendly Navigation:
• Offers two navigation bars for easy access to key sections.
• Smaller, top navigation bar is right-justified and includes essential links like "About Us," "Contact Us," and social contacts.
• Larger, bottom navigation bar is horizontally justified for better visibility.
• Engaging Visuals:
• Utilizes hero videos instead of static images for a dynamic user experience.

• Areas of Improvement:

• Navigation Complexity:
• The larger, bottom navigation bar could be seen as overcomplicated.
• About Us Section:
• Although well-crafted, the About Us section appears too high on the home page.
• Information Overload:
• While visually appealing, the abundance of information may overwhelm users, making them question their qualification for a Boundary Waters visit.
• Footer Concerns:
• The footer is not optimized for mobile devices and could be more user-friendly overall.

Competitor 2: Sawbill Canoe Outfitters

Website: Sawbill Canoe Outfitters Website

• What is Working?

• Streamlined Navigation:
• Offers a simple and straightforward navigation bar with key sections like "Trip Planning," "Rentals & Outfitting," "Campgrounds," "Blog/News," "Shop," and "About Us."
• Incorporates a topographic pattern in the navigation background for a unique visual touch.
• Captivating Hero Image Caption:
• Features a compelling hero image caption: "Welcome to Wilderness."
• Clear Calls to Action (CTA):
• Provides two immediate CTA buttons for "Partial Outfitting & Gear Rental" and "Outfitting Packages," making it easy for users to take action.

• Areas of Improvement:

• Limited Homepage Information:
• The home page lacks emphasis on important details, potentially leaving users seeking more information.

Color and Design References (Mood Board)

SiteMap

Set of Detailed Sketches

First set of Photoshop Design Comps

Final set of Design Comps

Reflection: Summary of Concept and Solution

In crafting the website for Portage Trail Outfitters & Resort, my primary objectives were twofold: to establish a distinctive brand and online presence, and to elevate the customer experience by ensuring effortless access to company details and services.

The overarching sentiment I aimed to evoke is that the Boundary Waters Canoe Area Wilderness (BWCA) is not an exclusive club, but rather a welcoming destination for all. Planning a trip should be an exciting adventure, not an overwhelming ordeal. Portage Trail Outfitters & Resort is positioned as the expert guide that accompanies you on this journey.

To communicate this message visually, I incorporated bold and lively colors that not only break up the content but also add an element of fun and approachability. Every design decision aimed to reinforce the idea that the BWCA is accessible to everyone, and Portage Trail Outfitters is your enthusiastic partner in making it happen.