Overview
Establishing MOEWE
Brief:
MOEWE is a new tour guide company run by a single guide, Victoria. While she has been able to get clients through her Instagram content, the communication was always done through DMs. The constant back and forth via DMs to explain the tour details, the pricing, and answering other question people may have took long hours. Victoria needed a way to quickly share the content of her tours, the details, and frequently asked questions.
Impact:
With the launch of the website, Victoria reduced the time spent handling tour inquiries by 90%, freeing her up to focus on other areas of the business.
Key Insights
Major pain points
Communication Time
Sharing tour details and coordinating logistics through Instagram DMs requires a lot of time
Planning Complexity
Without clear information upfront, users relied on Victoria to explain all tour details
Qualities of strong tour guide websites
Details Up Front
All necessary tour details are visible and scannable, anticipating potential questions people may have
Easy Communication
Simple and easy for visitors to send their questions or set up longer conversations with guides if needed
Smooth Booking
Visitors can quickly and easily book the tour they want, with very little to no friction
Quality Images and Video
High quality visual media quickly conveys what to expect on tours and adds a sense of professionalism
Ideation
Quick clarity
The website needed to communicate enough information within seconds for someone coming from Instagram to decide whether the tour is something they'd like to book, without needing to start a conversation with Victoria.
1
Mapping the key information visitors need before deciding whether to book.
2
Exploring different content hierarchies to make the most important information immediately scannable.
Final Design
Tour pages: all in one spot
The final design brings the key tour information into one place so visitors can understand what’s available before reaching out to Victoria. Tour details, duration, pricing, and what’s included are presented upfront, with pricing primarily shown in Euros to reflect the majority of Victoria’s clients.
The inquiry form collects the visitor information Victoria needs from the start. Instead of having to ask travelers multiple questions through Instagram DMs, she receives the details directly by email through Framer's form, reducing unnecessary back-and-forth communication.
For visitors arriving from Instagram who already know which tour they want, a prominent “Book now” button provides a direct path to an inquiry. Visitors who need more context can explore the tour details page first, then submit an inquiry once they're ready.
User Testing Insights
"I want to join a MOEWE tour on my next trip to Japan! They look super fun and unique."
— Participant, usability session
Learnings
AI integration
Color Palette: Rather than starting from a predefined palette, I fed Claude hex codes pulled from reference images of the region, then iterated with it to land on a cohesive color palette that felt both regional and connected to the brand of MOEWE. This was a faster and more exploratory process than building a palette manually.
Code Overrides: When my own components couldn't achieve certain interactions, I used Claude to write and troubleshoot code overrides, pushing me to understand enough of the underlying logic to communicate clearly with AI and implement the results.
