Where travellers cast their votes for their favourite destinations across ten categories, sparking inspiration for their next getaway.
View Live SiteAir Canada Vacations tasked the creation of Traveller Top Picks, an interactive experience that allows travellers to vote for their favourite destinations. Designed to go beyond a simple form, I created an intuitive, on-brand experience, shaped by campaign insights and competitive research, turning the voting journey into the first step of booking customers' next dream vacation.
YEAR
2025
SERVICES
UX & UI Design / Web Design & Development
CLIENT
Air Canada Vacations
SECTOR
Tourism
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After completing initial UX research, creating a clear roadmap and user flows, the first low-fidelity prototype was presented. Feedback was then used to refine the UI, ensuring alignment with the planned social media campaigns.
Once the final high-fidelity prototype was complete, members of tourism boards and real users were invited to participate in focus groups to provide UX feedback.
After incorporating feedback-driven UX improvements, development of the live website proceeded in Webflow.
The form was stress-tested to ensure accurate data collection, with CAPTCHA and other bot-prevention measures in place to allow only genuine user votes.
Alongside web development, I created video and graphic assets for social channels to promote the site and boost engagement.
With Google Analytics and Webflow insights, we closely analyzed website performance from launch. Our user-centered strategy drove over 206,000 visitor sessions and 120,006 votes.
The campaign gained coverage across multiple media outlets and was further amplified through influencer-led Instagram posts, expanding reach and visibility.
Once voting closed, we reviewed all submissions to select the winning destination in each of the ten categories. The winners, including the winner of the $5,000 Air Canada travel credit, were announced at an in-person gala, celebrated across social media and shared in a dedicated results website, bringing the campaign to a memorable conclusion.
Across all of Air Canada Vacations’ media channels, the winners were announced with a dedicated video. Months after the gala, short videos highlighting key insights from each winning tourism board representative were shared across social media, keeping the excitement alive and extending the campaign’s reach.
Representatives from each winning destination’s tourism board were invited to the Travellers’ Top Picks gala, where they were celebrated with a trophy in recognition of their achievement. During the event, they shared insider tips and key insights about their destinations, giving travellers a behind-the-scenes look at what makes each location truly special.
Alongside this announcement, a secondary website was created following full UX methodologies. This time, the site’s purpose was to showcase the winners, share comments from voters, and provide tips and insights for each destination.
After finalizing the recording, editing and publishing of all winners’ interviews, I jumped into creating a conceptual promotional video for the 2026 Travellers’ Top Picks. Driven by the incredible engagement and positive feedback from last year, we’re excited to run this campaign again and get travelers eager to cast their votes once again.
