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UI/UX & Web Design
Blue Ridge Parkway Foundation
America's favorite drive accessible from your phone.
The Challenge
The Blue Ridge Parkway Foundation needed a website that reflected the scale of their mission: preserving and enhancing one of America’s most beloved scenic roads. Their existing site had grown cluttered over time, making it difficult for visitors to find key information, donate, or engage with programs.
Outdated navigation made it hard for supporters to understand the Foundation’s impact
Visual design no longer reflected the beauty of the Parkway or the professionalism of the organization
Donation and engagement pathways were buried, leading to missed opportunities to convert interest into support
The Blue Ridge Parkways website was hard to navigate and frustrating to update.
There were crucial informational pages on the site that were uncovered during the discovery only by accident.
The Process
For this project, I collaborated with an agency partner whos expertly written content and SEO strategy dovetailed perfectly into my own information architecture, allowing me to focus on updating the user experience, and create a modern visual system that elevated the Foundation’s presence online.
Early mockups focused on easy navigation, information flow & organization, and early hints of interaction
information Architecture
We started by gathering everything the site needed to provide for its visitors and reorganized it to ensure easy access to important information and engagement points.
User flows
I identified the ideal and likely users of the Blue Ridge Parkway website, determined how they expected to interact with the site, and built intuitive flows to guide visitors to our primary conversion points.
Wireframes & Layouts
With intention and flow determined, the content for storytelling, education, and calls-to-action fell into place.
Visual Design
Adding imagery & color to create an emotional response to the site and direct users to vital interactions in order to increase engagement and user satisfaction
The solution
Working with the agency team, I designed a modern, user-friendly website that made it easier for visitors to explore, engage, and support the Foundation’s mission. The goal was to create a seamless experience that connected people to the park and encouraged donations.
Intuitive Navigation
Guided visitors quickly to resources and giving opportunities
Cohesive Branding
Built visually consistent layouts that reinforced the Foundation’s identity
Mobile Optimization
Ensured accessibility and usability across all devices
Conversion-Driven Design
Integrated donation calls-to-action throughout the site to encourage support
Community Engagement
Featured stories of adventures submitted by real visitors to the Blue Ridge Parkway, building an active community of returning site visitors
The redesigned site now gives the Foundation a professional, credible presence that connects with supporters and makes it easy to take action. Visitors can quickly understand the mission, explore programs, and donate or get involved, while the refreshed design strengthens trust and better reflects the beauty of the Parkway.
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