Design Lead
Web Design
Content Management Strategy
Web Design
UI Design
Info. Architecture
Branding
Jetsetter's original site buried its content behind a flat, unclickable category structure and inconsistent visual hierarchy, undermining the polished, editorial feel expected of a premium travel brand.
Overview
Jetsetter Magazine is a premium travel platform and a trusted guide to elevated travel and luxury experiences for a global audience of discerning readers. As its content library grew, the original site's dated visual design and flat information architecture couldn't keep pace, making it harder for readers to find the destinations, stays, and stories most relevant to them. I led a redesign of Jetsetter's visual identity, layout system, and information architecture to match the caliber of its editorial content and make discovery effortless.
Outcome
The redesigned architecture and layouts, in combination with improved SEO, created an intuitive, premium platform that dramatically improved content discoverability and user engagement. Organic traffic grew from roughly 50 monthly users to over 20,000 at its peak, reaching as high as 50,000, click-through rate rose from 1% to 2.5-3%, and average time on page increased from 3 seconds to 1 minute 30 seconds. It showed how thoughtful information architecture and modular design can drive significant audience growth.
Ideation
The site suffered from inefficient information architecture, poor navigation, inconsistent design, inefficient SEO and an overall dated aesthetic that hindered content discovery and user enjoyment.
Layout
In the original design, inconsistent spacing disrupted clear typographic hierarchy and undermined the elegant aesthetic expected from a premium travel platform. Additionally, unclear text-image relationships combined with an excessive number of visible articles per category created confusion and cluttered the overall reading experience.
Titles not visible
Hero image of homepage displays carousel of featured articles but titles of each article can only be seen below fold.
Alignment
Title line-spacing and category-to-title-to-deck spacing all need to be tightened up.
Scroll Fatigue
Users lose sense of progress or location within the context of the page. Spacing issue contributes to endless confusion as more white space is needed between rows of articles.
Category not clickable
This should be an opportunity for users to explore more of the site.
In the original design, inconsistent spacing disrupted clear typographic hierarchy and undermined the elegant aesthetic expected from a premium travel platform. Additionally, unclear text-image relationships combined with an excessive number of visible articles per category created confusion and cluttered the overall reading experience.
Titles not visible
Hero image of homepage displays carousel of featured articles but titles of each article can only be seen below fold.
Alignment
Title line-spacing and category-to-title-to-deck spacing all need to be tightened up.
Scroll Fatigue
Users lose sense of progress or location within the context of the page. Spacing issue contributes to endless confusion as more white space is needed between rows of articles.
Category not clickable
This should be an opportunity for users to explore more of the site.
Ideation
To better fulfill its role as a trusted guide to elevated travel and luxury, Jetsetter underwent a comprehensive redesign. Three core improvements were introduced: a refreshed layout and visual identity, a restructured information architecture, and new search and filtering tools designed to enhance content discovery and reader inspiration.
Homepage 2.0
Over 500 articles were crammed into just 7 broad categories with no granular filtering or destination browsing. Restructured into a clear parent-child-grandchild hierarchy with a dedicated Destinations section and megamenus for better wayfinding and scalability.
Over 500 articles were crammed into just 7 broad categories with no granular filtering or destination browsing. Restructured into a clear parent-child-grandchild hierarchy with a dedicated Destinations section and megamenus for better wayfinding and scalability.
At the core of the redesigned Jetsetter experience is the post module — a clean, flexible, and reusable unit composed of an image, category tags, headline, and author credit. Variations exist across the site, yet all maintain a consistent feel through streamlined anatomy and thoughtful whitespace, delivering a smooth and intuitive reading experience across the site.
To reduce visual fatigue in the infinite scroll feed, the article grid strategically employs several of these post module variations. Rather than overwhelming users with too many articles at once, the feed now displays only the most recent stories, with clear links provided to access additional content within each category.
Varying configurations allows for layouts that best fits the message we're trying to portray for each category
The Post Module
At the core of the redesigned Jetsetter experience is the post module — a clean, flexible, and reusable unit composed of an image, category tags, headline, and author credit. Variations exist across the site, yet all maintain a consistent feel through streamlined anatomy and thoughtful whitespace, delivering a smooth and intuitive reading experience across the site.
Mitigating Scroll Fatigue
To reduce visual fatigue in the infinite scroll feed, the article grid strategically employs several of these post module variations. Rather than overwhelming users with too many articles at once, the feed now displays only the most recent stories, with clear links provided to access additional content within each category.
Varying configurations allows for layouts that best fits the message we're trying to portray for each category
Eight archival links in the top navigation provide access to Destinations and seven primary categories. Each category functions as a parent page that intelligently branches into relevant child pages, with some sections extending further into grandchild pages. This scalable information architecture, supported by megamenus, creates an organized and intuitive framework for users to explore the full breadth of content while maintaining strong discoverability and orientation across the site.
Reflection
This redesign reinforced that strong information architecture is as much a growth lever as it is a usability fix. The results validated the approach, but a few of the original pain points, like giving readers a clickable path into every category, remain worth revisiting as the site continues to scale. Jetsetter's next chapter is about building on this foundation: deepening personalization and content discovery as the brand's library keeps growing.
