Africa born
Reimagining luxury safari storytelling: an experience-first UX strategy for Africa Born.
Africa Born, a luxury safari operator specialising in bespoke African expeditions, faced a critical disconnect: their existing website’s cluttered design and generic content failed to reflect the exclusivity of their high-end offerings. As lead UX/UI designer, I spearheaded a brand identity overhaul and complete website redesign to bridge this gap, transforming the digital experience into a visually immersive gateway that articulates Africa Born’s unique value, curating unforgettable, tailor-made safaris rather than standardised itineraries. The goal: position the brand as the definitive choice for travellers prioritising exclusivity over conventional tourism.
Timeline
Aug 2024 - Apr 2025
Role
UX/UI Designer at Boost Agency
Team
- 1x UX/UI Designer
- 1x Copywriter
- 1x SEO Specialist
- 1x Developer
Goals
- Elevate brand perception
- Drive high-value inquiries
- Standout against conventional safari operators
Constraints
- Limited budget and resources
The Problem
An overwhelming website that undermined a premium experience.
Africa Born’s website didn’t match the calibre of the journeys they offer. Visitors were greeted with an overload of details and a design that felt anything but exclusive, making it hard to appreciate the personalised, high-end experiences at the heart of the brand. Instead of drawing in curious, adventurous travellers, the website left many feeling lost and uninspired.
The main challenge: to shift from information overload to an inviting, intuitive digital space that instantly communicates Africa Born’s unique value and invites users to start imagining their own extraordinary safari.
Previous home page
Navigating Constraints to Uncover Opportunity
With a limited budget, creating a sprawling website to showcase every destination and detail simply wasn’t feasible. Yet, Africa Born’s greatest strength lies in the unique, tailored experiences they offer, something that deserves to be front and centre. The challenge was to find a way to capture the richness and exclusivity of their journeys without relying on endless pages or exhaustive content. This required a creative approach, one that would turn constraints into an opportunity to rethink how luxury travel could be presented online.
The Solution
Redesigning how luxury safaris are discovered.
Moving away from the traditional, destination-focused model, I introduced an experience-first structure that truly reflects Africa Born’s philosophy: every journey is unique and tailored to each client’s desires. Instead of navigating through endless lists of countries and regions, visitors are now invited to explore a curated collection of signature adventures, each designed to inspire and spark imagination.
This innovative approach not only simplifies the user journey but also puts personalisation at the forefront, showing that Africa Born crafts each safari around the experiences clients want to live. The result is a digital presence that feels as exclusive and bespoke as the trips themselves, setting Africa Born apart as a true pioneer in luxury travel.
01. Experience-first navigation
The site’s navigation was completely reimagined to focus on the types of experiences Africa Born offers, rather than traditional destination lists. Visitors are guided through curated adventures that reflect the brand’s commitment to crafting each safari around the client’s individual interests and dreams, making the planning process both intuitive and inspiring.
02. Conservation & purpose integration
Dedicated sections highlight Africa Born’s commitment to conservation and responsible travel. By weaving their values and mission into the site, the brand appeals to travellers who seek both adventure and meaningful impact.
03. Brand identity evolution
I elevated Africa Born’s brand identity to better resonate with high-end travellers. There was no need for a new brand identity; it only required a polish and a consistent visual language. The new design conveys exclusivity, trust, and a sense of adventure, perfectly aligning with the brand’s values and audience expectations.
04. Immersive visual storytelling
Striking imagery and elegant design elements immerse users in the world of Africa Born from the very first interaction. The visual approach evokes wonder and exclusivity, helping visitors imagine themselves embarking on a truly extraordinary journey.
05. Streamlined & clear navigation
A simplified information architecture and clean design remove distractions, making navigation effortless. I redesigned the website navigation to provide clarity to the users and guide them to focus on what matters most: discovering Africa Born’s signature experiences.
Testimonial
“We love our new website and are so happy with how it has turned out. You have been highly professional, creative and patient every step of the way.”
— Africa Born Team (to Boost team)
Retrospective
Turning constraints into creative opportunities for a truly distinctive user experience.
This project was a testament to how limitations can inspire innovation. By rethinking the conventional approach to luxury travel websites, I learned that focusing on what makes a brand unique, rather than following industry norms, can lead to more meaningful and memorable digital experiences. The overwhelmingly positive feedback from the client validated the power of a user-centric, experience-first strategy. My key learnings from this project include:
Embracing constraints as a catalyst for innovation
Working within a tight budget and limited resources challenged me to find smarter, more creative solutions. This experience reinforced that great design isn’t about doing more, but about doing what matters most.
Uncovering value through deep discovery
Asking the right questions early on and facilitating open conversations during the discovery phase revealed insights that fundamentally shaped the project’s direction. This approach helped ensure the final solution was both authentic and aligned with the client’s vision.
Collaboration drives excellence
Close collaboration with the client, copywriter, SEO specialist, and developer was essential. Sharing ideas and feedback throughout the process led to a more cohesive and impactful result, highlighting the importance of cross-disciplinary teamwork.
Foundation work from my creative process
Brand identity
Sitemap & wireframes
