Adeline Hui

Marble Falls Website Design

Marble Falls Website Design

 

The Challenge

Marble Falls needed a modern, sophisticated, and visually compelling website to reflect the destination’s unique blend of outdoor adventure, luxury experiences, and vibrant local culture.

The previous website, built on Craft CMS, was outdated and lacked flexibility, accessibility, and engaging visual storytelling. The new design needed to:

  • Provide a more curated, high-end aesthetic

  • Enhance usability and navigation for seamless trip planning

  • Highlight the destination’s active outdoor lifestyle & water-based attractions

  • Incorporate storytelling and visual elements to inspire visitors

 

My Role & Contributions

As the UI/UX Designer, my contributions included:

  • User Experience Design – Enhancing navigation and ensuring accessibility

  • Visual Design & Art Direction – Creating a clean, sophisticated, and engaging aesthetic

  • Responsive Web Design – Optimizing the experience across desktop and mobile

  • Collaboration with Creative Lead & Developers – Aligning the final product with client expectations

This project involved close collaboration with marketing agency LookThinkMake, content strategists, and the Marble Falls tourism team to ensure a cohesive brand experience.

 

Strategy & Approach

To capture the essence of Marble Falls, we focused on:

1. Elevated Visual Storytelling

  • A photo-forward layout with expansive, high-impact imagery showcasing the destination’s natural beauty.

  • A curated, modern aesthetic with a touch of grit—inspired by Modern Huntsman and other high-end editorial sites.

2. Intuitive Navigation & UX Enhancements

  • A flexible, structured navigation system that allows for future content expansion.

  • Improved drop-down interactions based on Microsoft Clarity heatmap insights.

  • Streamlined itineraries and collection pages to encourage exploration and cross-linking.

3. Accessibility & Mobile-First Approach

  • Designed for clarity, readability, and accessibility with contrast-conscious colors and spacious layouts.

  • Optimized for mobile usability, considering that 78.7% of users access the site from mobile devices.

 

Design in Action

Key Deliverables:

  • Homepage Redesign – Featuring immersive hero imagery and curated content sections.

  • Listings & Content Pages – Integrated Quick View features for a smoother browsing experience.

  • Interactive Trip Planning Features – Strengthening cross-linking between attractions and seasonal events.

  • Revamped Navigation & UX Enhancements – A combo nav for structured yet flexible browsing.

  • Social Media & UGC Feeds – Highlighting user-generated content in an organic, engaging way.

 

The Impact

  • Improved user engagement & trip planning – Streamlined navigation makes exploring Marble Falls easier and more intuitive.

  • Scalable, flexible site architecture – Allows for seamless content expansion and better organization.

  • Stronger storytelling & visual appeal – A photo-forward design and immersive interactive elements enhance the user experience.

  • Industry Recognition – Featured in Simpleview’s “That’s a Wrap! 2024’s Hottest Redesigns for its innovative interactive photo grid, offering a more engaging and user-friendly way to explore trip-planning options.


The redesign successfully captured the essence of Marble Falls, delivering a modern, immersive, and highly functional digital experience.

 
 

Credits

Digital Designer: Adeline Hui
Creative Lead: Dennis Reno
Project Manager: Kaylee Gronau
Lead Developer: Rebecca Amaya

Tools & Platforms

  • Figma

  • Simpleview CMS

  • Accessibility Testing Tools