With an aging, somewhat complex website design, Helena’s Tourism Business Improvement District was looking for ways to better represent the city’s appeal to outside travelers. We re-envisioned the web experience for Visit Helena and went for a ground-up redesign with a targeted approach and a richer experience. We designed the site to maximize usability for travelers with a focus on personal interests. With inspiring imagery, messaging and video—users are funneled toward the businesses and experiences that might interest them. From there, travelers can save and send POI as a helpful itinerary for trip planning. Put together, the end result is a streamlined, dynamic site that provides an exciting, tailored experience for everyone who checks it out.