Design for the person
most likely to say no.

The brief was a single-page site for nature-based corporate outings, intended to reach employees through a forum link. A team lead might share it; a hesitant colleague might see only the preview and the first screen.

The audience spanned different ages and fitness levels. I treated comfort questions as primary content: whether the outing is beginner-friendly, how food and facilities work, and whether the whole team can participate. This framing came from the brief and review process, rather than a separate user-interview study.

The earlier emphasis on TV and funding recognition answered whether the vendor was legitimate. Readers first needed to know whether the outing was for them. I moved reassurance higher and used actual team imagery to establish the experience.

The hero’s next step led into the introductory film, keeping the visitor with the story before asking them to choose a format.

The source material mixed recognition, funding and credibility. I separated those ideas so that a television-panel appearance would not imply an investment. Conflicting statistics were not combined into a more flattering total.

This influenced layout as well as copy. Credibility belongs alongside the reader’s questions, with enough room to understand what the evidence actually says.

The review included typography, imagery, keyboard focus, motion and icons. In a set of 35 icons, six read incorrectly at their intended 30px size. A beach-camping icon, for example, looked more like a hazard warning.

I increased text sizes, removed italic body copy, added visible focus treatments and respected reduced-motion preferences. Text over photography was evaluated against difficult bright areas, rather than an average image colour.

The completed site was handed to the client after four review passes. The record does not establish a client launch or measured conversion change.

This project shows how I approach a different audience: use the brief to identify hesitation, check what the content can promise, and make the resulting page easier to read and act on.