TN Vacay
SITUATION
Tennessee Tourism's website had gone untouched for 14 years. Bloated with partner pages, slow performance, and no cohesive design system, it frustrated stakeholders, partners, and visitors alike. A full redesign was greenlit, with Phase 1 focused on building a modern foundation for future innovations, including AI-powered trip planning.
TASK
Brought in post-discovery, I owned the visual redesign end-to-end leading the UI transformation and architecting a scalable design system from scratch to deliver consistency, speed, and structure across all future content creation.
ACTION
Working cross-functionally with brand, content, and development teams, I translated a new visual brand campaign into a digital-first design system built in Figma. Grounded in a comprehensive token library and WCAG accessibility standards, I engineered 50+ reusable components with supporting documentation to ensure consistent application at scale. I then applied the system across 12 to 15 redesigned page templates, maintaining close developer collaboration throughout to deliver build-ready, brand-aligned handoffs.
RESULTS
Established a scalable foundation for TN.com to enter the AI era, with the design system slated to expand across all Tennessee sister sites driving unified brand consistency at scale.
90%
Reduced content bloat
30%
Lift in guide requests
15%
Increase in sessions
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