Building Trust Before Camp Starts
Case Study
Website Strategy & Audience Definition
Services
🎯 Audience Strategy
🗺️ User Journey Mapping
🧭 Information Architecture
💬 Messaging Strategy
🛠️ Design & Development QA
Note: This case study is anonymous. Please message me for more information.
Turning a camp's website into a trust-building journey for families making a big decision.
An overnight summer camp needed a website that helped families decide—especially first-time families and those considering switching camps. I led the strategy: audience research, user journeys, information architecture, and a messaging framework built around trust, community, and clarity.
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Project Goal:
Build a strategy — audience definitions, IA, and messaging — that helps
families move from uncertainty to confidence, while still serving current
families, staff/counselor candidates, and alumni.
My Approach
Ran stakeholder discovery sessions and reviewed client-provided research and recordings
Built audience definitions and user journey maps across 4 groups: prospective families, current families, staff/counselor candidates, and alumni
Conducted competitive research against similar and aspirational camps
Delivered a revised sitemap, page inventory, and navigation recommendations grounded in audience needs
Developed a messaging strategy and page-level messaging hierarchy around three pillars: Safety + Trust, Community + Closeness, and Clarity/Plain Language
The Result
The strategy shipped. The camp’s live site now reflects the audience-first
IA and the Safety + Trust, Community + Closeness, and Clarity messaging
pillars from the ground up — carried through design and development with
QA support. The site now guides families through the same
progressive questions the strategy was built around, from "is this camp
right for us" all the way to enrollment.
“This is great! I like this direction.”