Clear hierarchy highlights price, cost per day, deposit, and key stats, helping users absorb critical information instantly without feeling overwhelmed.
Mobile-First UI Design & Webflow CMS Site Development, Turning Browsers Into Engaged Travellers.
Project Type
End-to-end website design & Webflow CMS development.
Role
Sole UI designer and Webflow developer, responsible for mobile-first design, site build, and CMS integration.
Tools
Figma, Webflow, Webflow CMS, Illustrator, Hubspot.
Summary
Camp Bali’s website was originally built on WordPress, but we needed a modern, mobile-first redesign that would improve user experience, showcase more content and video, and drive lead generation. The brief was to transition the site to Webflow, streamline the booking process, and create a scalable CMS structure for ongoing updates.
As the sole designer and developer, I led the entire process from initial concept to live site. I began with low-fidelity wireframes to establish the site’s structure and user flows, then moved into high-fidelity UI design in Figma. After finalising the designs, I built the website in Webflow, integrating its CMS and linking with our current booking system.
Throughout the project, I focused on a mobile-first approach, ensuring the site delivers a smooth experience across devices while maintaining visual consistency and brand presence. The result is a fully responsive, content-rich website that simplifies bookings, enhances engagement, and reflects the spirit of Camp Bali.
Tour Information Reimagined
Camp Bali’s tours offer unique experiences, but the original tour pages were text-heavy, hard to scan, and didn’t clearly communicate the value or differences between tours. My goal was to put user experience at the heart of the redesign, making it effortless for visitors to access all the information they need to make a booking decision.
The problem
The previous pages buried key details like pricing, inclusions, and reviews, making it difficult for users to compare tours or understand what they were signing up for. Without a clear hierarchy or visual cues, important information was often overlooked, and trust-building elements like user reviews and ratings were not prominent.
Reimagining the experience
To address these challenges, I redesigned the tour template pages from the ground up. I added key sections such as a tour summary, what’s included, and a “How This Tour Scores” section. I also emphasised trust-building details—including TripAdvisor and Trustpilot reviews—to reassure users and make booking decisions easier.
The result is a streamlined, mobile-first layout that puts all the essential tour information front and centre, enhances clarity, and highlights the unique value of each experience, creating a more confident and enjoyable user journey.
Key Details at a Glance
Day-by-Day Overview
The accordion itinerary gives users a clear overview at a glance, with a thumbnail image, day title, and location previewing each experience. Expanding a section reveals more detail without overwhelming the page.
Interactive Maps
Video Cards
Video cards in the highlights section invite interaction, showcase the authenticity of our tours, and build brand trust by surfacing real social content.
Tour Score Breakdown
The “How This Tour Scores” section to help users quickly compare and distinguish between experiences.
Turning Visitors into Leads: A UX Approach
On the previous Camp Bali website, there were virtually no clear calls-to-action. Unless a visitor booked a tour immediately, we had no way of capturing their interest—and potential leads were lost. The redesign focused on strategically guiding users through the site while offering multiple opportunities to engage and share their information.
Data-capture and engagement CTAs
Request a Tour Summary – giving users detailed info while capturing their email.
Book a Travel Chat with an Expert – connecting users directly with our team and building trust.
Join Our Community – linking to Camp Bali’s active Facebook group, fostering connections between travellers and reinforcing credibility.
Tour Quiz – a fun, interactive way for users to answer questions and match with their perfect tour, creating personalised engagement.
These CTAs are carefully integrated throughout the site, ensuring that users are guided naturally from browsing to taking action.
Results
Since implementing the redesign, early analytics indicate a 42% increase in lead submissions through the site, a 35% higher engagement rate with interactive CTAs like the tour quiz, and stronger community growth via Facebook group sign-ups. By turning passive visitors into active participants, the website now functions not just as an information hub, but as a powerful lead-generating platform.
Scalable Design Systems
To support Camp Bali’s growing library of tours and content, the website was built with scalability at its core. I created a flexible design system using Webflow components and reusable template pages, ensuring visual consistency while allowing the site to grow without requiring redesigns.
The site is powered by Webflow CMS, with content also synced to a user-friendly Airtable CMS, making it easy for anyone on the team to manage updates. This setup allows non-technical team members to quickly create new tours, update content, and manage media—without touching the design or breaking layouts.
By combining a component-based design system with a streamlined CMS workflow, the new website is built to scale effortlessly alongside Camp Bali’s evolving offerings.
Extending the Brand Beyond the Website
To maintain brand consistency beyond the website, I redesigned and implemented a new system of email templates, ad set designs, and automated workflows within our HubSpot CRM. These assets use reusable sections and components, enabling the marketing team to easily build and scale sales emails, campaign emails, and paid ad creatives without compromising on design.
This approach ensures a cohesive brand experience across all touchpoints—email, paid media, and beyond, while enabling faster, more efficient campaign creation.
