TLV PORT
The Challenge
Tel Aviv historic harbor ("Hanamal") is one of the city's popular spots. The outdoor complex offers shopping, cultural events, sports, green market and elite dining. Its website needed a drastic updated, because it lacked focus and did not served well its businesses.
Objectives
1 | To present the many offers this place has, as the whole is greater than the sum of its parts
2 | Innovative and up-to-date - an attractive website that matches a popular and fun place
3 | Simple and intuitive - the site should appeal to various users and audiences, not necessarily tech savvy
Timeline
2 months
Team
Web marketing Consultant
Product Manager
UX Designer
UI Designer - myself
My role
UI Concept
UI detailed design
Behavior definition
Reponsive site - desktop &mobile
OLD WEBSITE
We defined the problem: although the place had a lot to offer, it was presented poorly on the website.
Data overload and lack of hierarchy made it impossible to use as a visiting planning tool.
The “billboard approach” did not work and had to be changed.
UX concept
MAIN/HOMPAGE
The chosen concept: Curating the activities as different types of themes called “experiences”: family, sportive, culinary, etc. Emphasize on variety - there is something for anyone
INNER PAGE
After clicking on an “experience” on the main page, the visitor is led to an inner page that is all about that specific theme. She can go back and choose a different one at all times, or choose a more conventional navigation - by business name.
UI CONCEPT
To create a trendy and up-to-date website, I chose bold and unconventional design:
Full screen video
Contemporary, fresh and dynamic. I curated video samples that reflects the vibrant atmosphere of the place. Each video matches “an experience”.
Bold Typographic Menu
Trendy and unconventional yet elegant navigation option. The user navigate between “experiences” by clicking the big typographic menu. Scrolling over the type - swaps the background video, accordingly.
Colors
Warm, earthy palette. Inspired by the local colors of the water, the sandy shoreline, the wood deck and the surrounding architecture.
A Promotional Teaser
To avoid cognitive overload, there is only one highlighted event at a time.
Navigation | Clicking on a field from the typographical navigation bar changes the background video accordingly
A collection of experiences - “There is something for anyone”
INNER PAGE - ”SPORTIVE EXPERIENCE”
UI DETAILS
Highlighted event gallery | When an item is in focus (bottom) - the text swap with an intriguing image.
Informative Items Gallery | Article-like items and tips, swap card by card
Icons system
The Outcome
The videos shooting, directing and editing was done by a professional crew. They followed beautifully my visual vision by the choice of casting, color scheme, light and tempo.
The website was launched during the COVID19 era. It functions well as a container of various content and circumstances.
The new website is a significant upgrade of the user experience and functions as a great guiding and planning tool for visitors.
Direct link to the site: www.namal.co.il
TAKE OUTS
I challenged the basic UX concept and included delightful interactions to the design. It proves that the UI has a real affect on a digital product and can make a huge difference :)
Direct link to the site: www.namal.co.il
In collaboration with: Ofra Matalon-Pinhas
@ Aman DIgital 2019