Challenge
Destination Toronto aimed to transform their web presence into a dynamic content hub, owning the authority of the "local insider" voice. They aspired to shift primary focus away from generic leisure content to blog-style storytelling, while still keeping SEO-driven travel content accessible and discoverable. Balancing these dual content goals was the project’s biggest design challenge.

Role
UX/UI Strategy & Information Architecture: Defined how to unify blog-driven storytelling with SEO-focused leisure navigation without compromising either.

Design Lead, Visual & Interaction Design: Crafted editorial-style layouts, engaging animations, and an interactive, scroll-triggered map experience to immerse users in Toronto’s stories. Lead and guided Sr. Designer through all design phases.

An interactive content hub model for Destination Toronto keeps users engaged

UX Process & Design Solutions

I worked closely with our Sitemap Analyst to provide content strategy & navigation design

  • Applied a "combo nav" system:

    • Primary header for blog navigation: foregrounded local stories and insider perspectives

    • Hamburger menu for SEO-rich leisure content: ensured traditional tourism info remained discoverable

  • This structure allowed both user segments, storytelling enthusiasts and standard travelers, to find value.

Editorial & visual experience delighted users within long-form content

  • Created photo- and video-first editorial layouts, mimicking magazine-style storytelling to pull readers into immersive, visually rich content.

  • Used subtle animations throughout to enhance engagement and delight users as they scrolled and explored.

Interactive neighborhood map used as a UI tool to drive users deeper into the site

  • Developed a scroll-tied animation leading into an interactive map, highlighting Toronto’s nickname “The 6” and its six historical boroughs.

  • Users can explore neighborhoods in a modern, intuitive way—blending narrative with exploration.

Impact

Enhanced user engagement through narrative-driven layouts and interactive storytelling.

Balanced content visibility, serving both experiential storytelling and SEO priorities.

Delighted users with animation and intuitive exploration tools, leading to a more memorable and explorative experience.