Urban Swan

With hundreds of date options spanning multiple cities, the core challenge was to design a user experience that made discovering and purchasing experiences simple and delightful. The client sought a cohesive brand strategy alongside an intuitive, feature-rich website that could evolve with their growing service.

I began by researching competitive offerings and current design trends relevant to lifestyle, dating, and event booking platforms. This research informed moodboards that captured fresh, youthful aesthetics appealing to Urban Swan’s target audience. Parallel to brand exploration, I mapped out user journeys and content structures, understanding how users might navigate vast experience choices and what factors mattered most in their decision-making.

With the client, I iterated on multiple brand style directions—varying in tone, colour palettes, typography, and imagery styles—and presented three distinct concepts. This collaborative selection process defined the visual foundation for the entire digital experience. On the UX side, I devised a quiz feature designed to guide users in refining their preferences by querying accessibility needs, desired social settings, and other key criteria, making the discovery journey personalized and efficient.

The final brand guidelines encompassed photography style, typography, icons, and custom illustrations crafted to infuse warmth and playfulness into the site. The website’s information architecture was carefully structured with categorized listings and sorting filters, enabling quick navigation through hundreds of events.

The quiz, integrated with engaging illustrated assets, streamlines the path to tailored date suggestions, enhancing user engagement and satisfaction. In phase two, I designed a flexible master booking form to accommodate the varied experience types and purchasing flows, maintaining clarity and ease of use despite complexity.

Since launch, Urban Swan has expanded from Sydney to Melbourne and Brisbane, reflecting strong market adoption. The design system and user-centric features continue to support growth, enabling the brand to evolve while consistently delighting couples seeking memorable experiences.