How to drive business to an obscure but extraordinary lodge in NM? By letting the pictures tell the story... 

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While I played almost every conceivable role on this project - PM, IA, developer, writer, photographer - it was the UX role that was the most exciting. I generally avoid "portfolio" projects or work for friends, but since I've had a love affair with this place for 15+ years, and because there was a tempting challenge (how to turn the business profitable), I took it on.

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Once I'd established the organizing principle - that this place truly was "Your own private Yosemite" - then the question became how to convey this to prospective customers? Though the owners fought hard against revealing too much of the place's mystique - wanting to leave this discovery process to the customers - the fact they were running in the red said there needed to be better promotion...and the use of photography to provide an immersive experience was the obvious way to proceed.

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So the website does exactly that: letting the pictures seduce the website visitor...

...then answering the obvious questions - What is there to do when I get there? What is nearby? What are the cabins like? - more or less the same way.

Business increased $100K the first year after launch, and has been in the black ever since. 

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