A private tour company that finally looked private.
AAA Citylink is the website and booking experience I designed and built solo, from scratch, over a few weeks — turning “we’re not a group bus tour” from a claim into something visitors could feel and compare, package by package.
The problem
Three tour packages, and no way to tell what you were actually paying for.
With nothing built yet, the challenge wasn’t fixing something broken — it was making a real decision easy from a blank page. Falls Express, Grand Day Tour, and Wine & Falls Luxury needed to read as three genuinely different experiences, not “same tour, more expensive,” so a visitor could pick the right one in under a minute.
The bigger claim underneath all three — private, not a group bus tour — had to be something people felt on the page, not just a line in the copy. Anyone can say “private.” Proving it meant showing the difference: who’s in the vehicle, how pickup works, what “on your own terms” actually changes about the day.
Process
The system
What I’d do differently
Building from a blank page meant I made a lot of structural decisions early and just kept building on top of them. I’d want to pressure-test the three-package comparison with a couple of real people before locking in the layout, instead of relying on my own read of what’s clear.