Discover Puerto Plata: More Than a Destination, an Experience
Rediscovering Puerto Plata: A Digital Journey Celebrating Culture, Nature, and Community
Discover Puerto Plata is an initiative focused on revitalizing Puerto Plata’s tourism identity, showcasing its landscapes, culture, and diversity through a visually impactful website. The project seeks to attract both locals and international tourists through a seamless user experience and an attractive brand that celebrates the nine municipalities in the region.
Create a brand identity and website from scratch that captures the essence of Puerto Plata—fun, touristic, and organic—while respecting the diversity of the nine municipalities. The challenge was to build a unified digital presence that followed current UX/UI trends, adapted to various devices, and stood out from other Caribbean tourist destinations.
«Puerto Plata Tourism Cluster»: The Puerto Plata tourism cluster is an organization that represents the region’s interests, focusing on promoting sustainable tourism development and boosting the local economy. Their mission is to unite all stakeholders in the sector to position Puerto Plata as a leading Caribbean destination.
Processes
Stakeholder interviews
Benchmarking
User persona definition
User journey mapping
User task
Emphaty map
Wireframing and prototyping
Interaction and UI Design
Evaluation using Nielsen heuristics
Creation of a style and design guide
Tools
Adobe XD / Figma
Photoshop/Illustrator
Hotjar
Google Analytics
InVision
Miro
Role
Lead UX/UI Manager
Agency
Berry Whale
Client
Puerto Plata Tourism Cluster
Year
2022
project status
Published
How We’ll Do It
Our Process: From Idea to Unforgettable Experience
To design a digital experience that captured the essence and diversity of Puerto Plata, I implemented detailed UX/UI processes to prioritize both brand and user experience. I began with research and analysis of competitor and tourism sites, identifying visual and interactive elements that would make Puerto Plata stand out. User personas and journey maps were developed to tailor content and ease navigation for diverse audiences. After several iterations of mid-fidelity wireframes, I presented options to the team, refining site structure and navigation for intuitive functionality. The UI design embodied the brand’s values—fun, touristic, and organic—using vibrant colors that reflected the region’s natural and cultural richness. I incorporated accessibility principles and micro-interactions, and usability testing allowed us to fine-tune the design for a seamless and memorable experience, connecting visitors with Puerto Plata’s beauty from the first screen.
user Navegation
USER task
journey map
Empathy Map
Understanding the Traveler: Empathy Map for Discover Puerto Plata
An empathy map was created despite the existence of a website, as the current version was outdated and failed to meet user needs. The goal was to identify what worked and what didn’t, providing a solid foundation for design decisions based on real insights. This process allowed for a deeper understanding of users and enabled the design of a more aligned experience with their expectations. Below are some of the responses gathered during this analysis.
results
Transforming Views into Dreams: Our Impact
The Discover Puerto Plata project redefined Puerto Plata’s digital identity, significantly enhancing its visibility and appeal as a Caribbean destination. Through cohesive branding that captured the lively and organic spirit of Puerto Plata, the website attracted a wider audience, encouraging exploration and engagement with both well-known and lesser-known local attractions. User-centered design ensured an intuitive, enjoyable experience, validated by high usability scores on both mobile and desktop. The fresh digital identity boosted online visibility and social media engagement, strengthening brand perception and expanding Puerto Plata’s reach. Additionally, the website highlighted all nine municipalities, promoting tourism across the region and supporting sustainable economic growth, ultimately positioning Discover Puerto Plata as an essential resource for travelers and stakeholders alike.
Antes
después
hIGH FIDELITY WIREFrAMES
Home
Lugares a visitar
Detalle lugar a visitar
Qué hacer
Detalle de una actividad
Ideas de viaje
Gastronomía
Eventos
Turismo activo
REQUEST INFORMATION
Not enough? Contact me to learn more
The web design world is highly demanding—not only because of all the factors to consider and tight deadlines but also because, with constant work, there’s rarely time to upload everything. Additionally, some projects require exclusivity, so I can’t share all the details. But feel free to reach out, and I’ll gladly provide more information!