Bushtracks

Website Redesign / Rebrand / Product Design

2 Projects

Website Redesign

Progressive App

Website Redesign

The Overview

Bushtracks is a luxury African safari outfitter specializing in personalized, curated travel experiences. Each trip is thoughtfully designed to match client preferences and deliver unforgettable journeys across Africa.

The Problem

Despite its premium offerings, Bushtracks’ website struggled to convert visitors into bookings. The outdated design and confusing navigation made it difficult for users to find key information, resulting in missed opportunities and a digital presence that didn’t reflect the luxury brand experience.

The Solution

Our mission was to reimagine and rebrand the Bushtracks website—transforming it into both a powerful marketing tool and a seamless booking experience.

  • Improved Information Architecture: Redesigned the site’s navigation to make trip details, itineraries, and booking options easy to find.

  • Luxury Brand Refresh: Introduced a sophisticated visual design system to better reflect Bushtracks’ premium positioning.

  • Conversion-Focused Experience: Crafted user flows that encouraged exploration and ultimately drove more bookings online.

The result was a modern, intuitive, and visually elevated website that not only communicated the elegance of the brand but also delivered measurable improvements in usability and conversions.

At the start of the project, we focused on defining a new visual direction that would set the tone for the entire redesign. Given Bushtracks’ positioning as a luxury safari brand, it was essential that the design conveyed both sophistication and authenticity. Working closely with my Design Director, we crafted a natural color palette inspired by the African landscape and paired it with refined typography to elevate the brand’s elegance. Together, these choices created a cohesive visual identity that felt both luxurious and true to the spirit of safari travel.

With the visual direction in place, we turned our attention to content organization and site structure. To determine how information and visuals should be prioritized, we developed wireframes for key pages, mapping out the hierarchy and flow of content. This process not only clarified how users would navigate the site but also ensured consistency and cohesion in how information was presented across the entire experience.

The final design elevated the user experience by streamlining the site architecture and bringing the new brand identity to life. Individual trip pages were thoughtfully structured and paired with immersive visuals, giving users clear, compelling access to all the information they needed to confidently book their safari experience.

The new website was designed to be fully responsive, ensuring a seamless experience across devices. I created detailed mocks and design specifications for desktop, tablet, and mobile, maintaining consistency in both functionality and visual presentation at every screen size.

Progressive App

The Bushtracks Trip Builder app was designed as a companion to the website, enriching the overall customer experience. It gives users a seamless way to engage with Bushtracks before, during, and after their safari adventures.

The Overview

The Problem

There was a clear disconnect in the customer journey. Users struggled with:

  • Booking trips with ease

  • Tracking and completing necessary pre-travel tasks

  • Accessing their itineraries during trips

  • Revisiting past trips once completed

The Solution

We set out to create a user-friendly, accessible mobile experience that supported travelers throughout their entire journey. From simplifying trip planning and preparation to enhancing the in-trip experience and post-trip reflection, the app ensured Bushtracks customers always had the right tools at their fingertips.

The app creates a deeper, more meaningful connection between Bushtracks and its clients, strengthening the relationship before, during, and after their journey.

The app enables users to seamlessly discover and book trips directly from their phone, while also offering the ability to stay connected with a Bushtracks outfitter at any stage of their journey. This ensures travelers feel supported and guided—from planning and booking to the moment they return home.

The app includes customizable features that empower users to design their ideal safari experience. It also provides peace of mind with easy access to their itinerary, plus the ability to save and revisit past trips, allowing travelers to relive their adventures anytime.

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