Designing a Faster Way to Reach Your
Next Destination
THE CONTEXT
THE CONTEXT
What's this about?
What's this about?
ONroute is a network of highway rest stops across Ontario, serving millions of travelers each year. Their previous website lacked clarity and consistency, making it difficult for users to quickly find locations, services, and relevant information while on the move. Over 4 months, we:
Improved the homepage experience by highlighting key services and simplifying navigation.
Redesigned the Locations section for faster access to nearby plazas and amenities.
Developed a future-proof design system that scales as ONroute expands its offerings.
The full Figma prototype can be seen here.
ONroute is a network of highway rest stops across Ontario, serving millions of travelers each year. Their previous website lacked clarity and consistency, making it difficult for users to quickly find locations, services, and relevant information while on the move. Over 4 months, we:
Improved the homepage experience by highlighting key services and simplifying navigation.
Redesigned the Locations section for faster access to nearby plazas and amenities.
Developed a future-proof design system that scales as ONroute expands its offerings.
The full Figma prototype can be seen here.
Timeline:
4 months
Role:
UI/UX Design
UXR
Product Lead
Timeline:
4 months
Role:
UI/UX Design
UXR
Product Lead
Timeline:
4 months
Role:
UI/UX Design
UXR
Product Lead
THE CURRENT
THE CURRENT
Travelers need efficiency.
Travelers need efficiency.
In the travel and hospitality sector, users expect fast access to essential information, especially when on the road.
In the travel and hospitality sector, users expect fast access to essential information, especially when on the road.
ONroute’s previous site did offer a location finder and basic info, but lacked intuitive guidance around amenities, trip planning, or real-time updates.
ONroute’s previous site did offer a location finder and basic info, but lacked intuitive guidance around amenities, trip planning, or real-time updates.
THE CHALLENGE
THE CHALLENGE
Create a homepage experience that makes ONroute’s key services accessible, simple, and scalable for future growth.
Create a homepage experience that makes ONroute’s key services accessible, simple, and scalable for future growth.
ITERATIONS
ITERATIONS
Design upgrades and user experience.
Design upgrades and user experience.
˖ ᡣ𐭩 ⊹ ࣪ ౨ৎ˚₊
˖ ᡣ𐭩 ⊹ ࣪ ౨ৎ˚₊
Location Section (Implemented on ONroute's website)
I redesigned the Locations section on the homepage to make it more intuitive and accessible. The map was also redesigned for a more intuitive user search path.
Location Section (Implemented on ONroute's website)
I redesigned the Locations section on the homepage to make it more intuitive and accessible. The map was also redesigned for a more intuitive user search path.
Location Section (Implemented on ONroute's website)
I redesigned the Locations section on the homepage to make it more intuitive and accessible. The map was also redesigned for a more intuitive user search path.
As a result, Usability (SUS) improved from 62 → 79 (+17 points, ~27% relative lift) after launching the Locations section.
Supporting KPIs:
Task success (find nearest plaza + services): 71% → 92%
Time to locate services: 28s → 12s
Clicks to result: 5 → 2
As a result, Usability (SUS) improved from 62 → 79 (+17 points, ~27% relative lift) after launching the Locations section.
Supporting KPIs:
Task success (find nearest plaza + services): 71% → 92%
Time to locate services: 28s → 12s
Clicks to result: 5 → 2
The website redesign.
The website redesign.
˖ ᡣ𐭩 ⊹ ࣪ ౨ৎ˚₊
˖ ᡣ𐭩 ⊹ ࣪ ౨ৎ˚₊
In addition to the locations addition, ONroute required a redesign of their website. Click this link to check out the full figma protoype!
In addition to the locations addition, ONroute required a redesign of their website. Click this link to check out the full figma protoype!
In addition to the locations addition, ONroute required a redesign of their website. Click this link to check out the full figma protoype!
❀ Previous designs
❀ Previous designs
❀ Previous designs
❀ A floating nav bar for ease of menu access
❀ A floating nav bar for ease of menu access
❀ A floating nav bar for ease of menu access
❀ Quick links section on homepage
❀ Quick links section on homepage
❀ Quick links section on homepage
❀ Amenities reordering based on importance. Descriptions tailored for less text and removed participating restaurant logos
❀ Amenities reordering based on importance. Descriptions tailored for less text and removed participating restaurant logos
❀ Amenities reordering based on importance. Descriptions tailored for less text and removed participating restaurant logos
REFLECTIONS
REFLECTIONS
REFLECTIONS
What did we learn?
What did we learn?
Segment content by user context
Simplifying Complex Data Structures
Simplifying Complex Data Structures
Designing “For You” sections for distinct traveler types enhanced relevance and engagement through targeted messaging.
Iterative testing
Transforming multiple disconnected systems into a unified, easy-to-navigate design required distilling large datasets into clear, prioritized views. Progressive disclosure allowed advanced details to remain accessible without overwhelming the main interface.
Optimizing Search Flows for Speed
Transforming multiple disconnected systems into a unified, easy-to-navigate design required distilling large datasets into clear, prioritized views. Progressive disclosure allowed advanced details to remain accessible without overwhelming the main interface.
Optimizing Search Flows for Speed
Usability testing, especially on mobile devices, revealed small UX improvements (like persistent sticky bars or quick-access buttons) that made a big difference.
Next Steps
Usability testing, especially on mobile devices, revealed small UX improvements (like persistent sticky bars or quick-access buttons) that made a big difference.
Next Steps
Integrate promotional pop-ups for seasonal offerings based on user location or time.
Run A/B testing on banner rotations to optimize messaging and convert engagement faster.
Introduce inline visualizations for travel history and booking patterns to provide at-a-glance insights.
Implement advanced filtering and sorting to further speed up searches for high-volume client datasets.
Conduct post-launch usability testing to identify additional optimization opportunities for different user roles.
Introduce inline visualizations for travel history and booking patterns to provide at-a-glance insights.
Implement advanced filtering and sorting to further speed up searches for high-volume client datasets.
Conduct post-launch usability testing to identify additional optimization opportunities for different user roles.