Promoting responsible travel and ethical tourism on Mount Kilimanjaro
The Kilimanjaro Porters Assistance Project (KPAP) is a Tanzanian NGO focused on securing ethical treatment and fair pay for the guides and porters on Mount Kilimanjaro. I worked with KPAP staff and volunteers to improve the usability and visual design of their website.
Tourism dollars should be going to ethical guiding companies. KPAP makes that happen.
KPAP supports porters by promoting ethical mountain climbs through their Partner for Responsible Travel program. As a small non-profit based at the foot of Kilimanjaro, KPAP needed a website that effectively communicated their work and accomplished two key goals:
01
Persuading visiting climbers to book with a KPAP-approved Partner for Responsible Travel
02
Convincing tourism companies to commit to ethical practices and become a Partner for Responsible Travel
The onset of the COVID-19 pandemic deeply impacted the global tourism industry, which made communicating KPAP's work effectively online more crucial than ever. As a first step, I planned out a project scope that would have me looking at the site content and page structure across the site as well as making improvements to the UI.
I interviewed the team to determine what they needed from this redesign.
I met with the KPAP team in Tanzania and Scotland via Zoom to identify the technical constraints that would define my work. As KPAP is a small organization that relies heavily on volunteering, all designs needed to be easy to manage and update, and had to minimize complexity and render quickly on slow internet connections.
After asking tons of questions, I settled on a few directives to serve as my personal design principles:
01
Lean and Fast: don't introduce complication or complexity unless absolutely necessary (a tenet I try to apply in every project!).
02
More than the Mountain: show the human side of Kilimanjaro (the porters!) as much as possible.
03
Stellar Documentation: record the context and reasoning behind design decisions to ensure clarity far into the future.
Page tracking on the current site revealed that users were having a hard time finding what they needed.
When I analyzed behavior patterns on the existing site, I learned that most users were bouncing between unrelated pages before settling on the "Porter Treatment Guidelines and Tipping Recommendations" page or the "Becoming a Partner" page. It was clear that the information architecture on the existing KPAP site needed to be reconsidered in order to allow easier navigation to this key content.
Before anything else, I needed to rework the information architecture to match the needs of users visiting the site.
(Click to expand) Screenshot of existing KPAP Get Involved page showing page structure. The most valuable content for visitors was hard to find, hidden inside the Get Involved tab.
I conducted an evaluative tree test to validate the way I restructured the content.
The site content needed to be structured in such a way as to create channels for the various users visiting the site: aspiring Kilimanjaro climbers, tourism companies, potential donors, and those looking to learn about KPAP.
I examined the content of each page and created a new menu structure to test with users in a tree test.
Because access to users and time was limited, I opted for an evaluative tree test instead of a generative card sort and arranged the content in a way that created "channels" for each group of users from the top-level nav, such as "For Climbers" and "For Tourism Companies".
(Click to expand) Sample menu structure from tree test.
(Click to expand) Sample task from tree test.
20 users completed the tree test, and results confirmed that the proposed menu structure would enable aspiring climbers and tourism companies to find information relevant to them. The results also revealed that potential donors would look in three spots to learn about KPAP's cause: About Us, Donate, and Contact Us.
(Click to expand) Tree test results for a task regarding donating to KPAP. Most users initially visited the About Us, Donate, and Contact Us sections. Those who navigated to Contact Us went back.
The site needed a message "selling" the impact of a donation in these three places. While creating new copy was outside the project scope, I took note of this finding for the team to explore incorporating it in the future.
I delivered a re-designed website with clear information hierarchy, content structure, and improved visuals.
Now that the menu structure was in place, I needed to re-organize the existing content to match each page's purpose. I conducted an audit of the existing copy to determine the message and function of each section and assigned it to a group. I re-worked the content with a focus on brevity, clarity, and intentional language choice.
I made changes that instantly added cohesion to the design and made stronger use of the professional photographs KPAP had.
(Click to expand) Examples of the style guide and imagery used. I eyedropped from a photo that I wanted to take center stage, and built the style guide around that.
Before & After
(Click to expand) Screenshot of old KPAP Impact page. Existing copy explaining KPAP's impact was originally quite text-heavy, with bolded text serving as the only means of hierarchy.
(Click to expand) Screenshot of new KPAP Our Impact page with text separated into sections and icons added. I used meaningful iconography and hierarchy to make the message scannable. I also used language that would suit a global audience.
(Click to expand) Examples of the new KPAP site across desktop, tablet and mobile.
I really enjoyed working through the unique constraints and challenges this project presented. To learn more about my process, feel free to contact me.
Ethical tourism on Kilimanjaro is vital to maintaining the natural beauty of the mountain and the well-being of the community surrounding it. If you're considering a climb, consult KPAP's list of approved Partners for Responsible Travel. Asante Sana!
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