Role: UX Designer
Platform: Website
Project type: Client / Freelance
RAW Africa Eco Tours is a safari and wildlife experience company focused on sustainable and ethical tourism across Africa.
I designed the landing page from scratch to showcase the different trips RAW Africa offered to zookeepers attending a wildlife conference. Attendees accessed this page directly via a QR code, making it a highly targeted, event-specific experience. This page was the first to implament RAW Africa Eco Tour's new deisgn system, establishing visual and functional standards for future pages while providing a clear, engaging overview of the trips.
Problem Statement
The Zookeeper Landing Page was created to introduce a brand-new set of trips specifically designed for zookeepers attending the conference. The challenge was to quickly communicate these trip options to users arriving via a QR code, allow them to compare experiences, and drive engagement or bookings.
Because this was the first page using RAW Africa’s new design system, it also needed to define typography, spacing, visual hierarchy, and interactive components for the brand’s future digital experiences. The page needed to be visually appealing, scannable, and clearly aligned with the company’s commitment to immersive and ethical wildlife experiences.
UX Goal
The goal was to design a landing page that delivered essential information to conference attendees in a concise, visually engaging way. Each trip needed to be presented clearly with key details, imagery, and calls-to-action, allowing users to quickly compare options. The page also had to serve as the first practical application of RAW Africa’s new design system, creating a foundation for future pages. Ultimately, it was designed to make it easy for attendees to understand the value of each trip and take action while reflecting RAW Africa’s brand and mission.
Research and Insights
Research showed that users accessing the page via QR code needed immediate clarity: they wanted a scannable overview of trips, quick access to details, and simple ways to engage or book.
To inform the design, we looked at how other vendors attending the same conference were setting up their landing pages, analyzing which approaches were effective for presenting event-specific offerings. We also researched best practices for similar QR code-to-landing page funnels to understand how to optimize clarity, hierarchy, and engagement in this context.
Competitive analysis of travel and event landing pages revealed that card-based layouts, clear headings, and visual storytelling were particularly effective for this type of experience. In addition, it was clear that easy-to-find and intuitive calls-to-action were critical to encourage attendees to reach out and express interest in the trips, ensuring the page drove meaningful engagement rather than just providing information. At the same time, the design needed to visually communicate RAW Africa’s ethical and immersive safari experiences while remaining approachable and professional.
Design Approach
To meet these needs, I designed a card-based layout for the trips, with each card including a trip title, representative image, short description, and key details such as duration, location, and highlights. Users could hover or click for additional information and access booking pages or related resources. Filters were included to help attendees quickly find trips that matched their interests or schedules.
Since the page would primarily be accessed via QR code on mobile devices, the design was mobile-first, ensuring cards, images, and text were easy to read and interact with on small screens while maintaining visual hierarchy and clarity.
This landing page was the first implementation of RAW Africa’s new design system, defining typography, spacing, colors, and interactive components, and setting the standard for future pages. Visual storytelling through photography and concise copy emphasized the immersive and unique nature of each trip, while prominent calls-to-action encouraged engagement and conversions.
Outcome
The Zookeeper Landing Page successfully provided a clear, engaging overview of RAW Africa trips for conference attendees, allowing them to quickly compare options and take action. As the first page to use the new design system, it established patterns and components that could be reused across the site. The page’s structure was scalable, making it easy to add new trips or update information in the future.
By combining visual hierarchy, interactive elements, and concise content, the page improved user understanding and engagement while reflecting RAW Africa’s commitment to ethical, immersive safari experiences.
Key Takeaways
Designing this page from scratch allowed full control over hierarchy, content, and interaction while serving as the first implementation of the new design system. The card-based layout and interactive elements made the page scannable and engaging for users, while concise content clearly communicated key information.
By creating a targeted landing page for QR code access, the experience was highly relevant to attendees and demonstrated how event-focused offerings could be presented effectively in line with RAW Africa’s brand. This page also set the tone for future pages and campaigns, establishing a scalable and consistent design framework.
