TN Vacay
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.
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.
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, plus 50+ reusable components to ensure consistent application at scale.
Reduced content bloat
90%
30%
Lift in guide requests
15%
Increase in sessions