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 directly: a side-by-side against the shared-bus alternative (10–30 strangers, a fixed 8:30am departure) against the private numbers: your group only, your schedule, from about $50 per person.
There’s also a moving target to design around: the site now has to work for a very specific, time-pressured visitor: someone flying in for FIFA World Cup 2026 who needs a full Niagara day that gets them back to Toronto before kickoff, in whatever language they’re most comfortable booking in.
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.