UX/UI Design, UX Research (Personas, Interviews & Focus Group Discussions)
Irvine Company
Oak Creek Trail
Adobe Photoshop, Illustrator, Sketch, After Effects, Principle
“Go outside and play”.
When The Irvine Ranch Conservatory Group reached out to the creative team at Oak Creek, they needed our help to attract new users, reengage existing users, and educate them to a vast network of outdoor activity spots.
After sitting down with various stakeholders, volunteers, as well as docents, we set up focus groups with some of the park’s most active (Facebook) fans and asked them how we could make the experience more meaningful and sticky.
Our learnings told us that most of the users were planning their weekend trips from their tablets at home or desktops at work. Being that the majority of the users were planning a few days in advanced, we were able to surmise that having trail closure as well as weather information up front would help users plan their accordingly
Understanding this, as well as the nothing that visual styles and design trends change over time, we opted for a clean mix of flat design, sprinkled with some skeuomorphism, centered around strong iconography as well as typography.
And while every designer hopes to create something that’s stands the test of time, the true value we created were the memories and experiences we helped unfold for families who discovered these outdoor adventures thanks to the tool we were so lucky to build for them.