Wild Roads
Overview
Turibike's real challenge wasn't the ride — it was selling the feeling of it before anyone booked. A standard booking site gets clicks, not emotional buy-in.
The Challenge
Most tour sites follow the same formula: hero photo, itinerary, price, book now — a transactional template that works against a brand built on freedom and spontaneity. The brief: make people feel the ride before they book it.
Research & Strategy
Design started with research, not screens — understanding what actually draws riders to choose an e-bike tour over a bus or walking tour. That insight shaped tone, pacing, and the balance of motion versus white space.
The Design Solution
Research-led UX — navigation and CTAs placed around real rider intent
Confident UI — bold type and full-bleed imagery carry the emotion
A scalable style guide — keeps future campaigns consistent as the business grows
