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Simpleview Inc.

DMS Platform

At a glance

The problem

Simpleview’s Destination Management System was hard to navigate. Its screens didn’t work the same way from page to page. Clients struggled to update their websites.

My role

I redesigned the platform. I researched with client teams, rebuilt the navigation, and created one design system for the whole platform.

The outcome

Content publishing time dropped 40%. Training time for new users dropped 50%. Client satisfaction went up.

Overview

Simpleview’s Destination Management System (DMS) is the platform destination marketing organizations (DMOs) use to promote their cities, regions, and attractions. It needed to help marketing teams build great destination experiences while managing a lot of content and data.

The old platform was hard to navigate. Its screens didn’t work the same way from page to page, and it lacked modern tools for managing content. DMO clients struggled to update their websites and to measure how their campaigns performed.

My goal was to redesign the DMS to make it easier to use, to simplify how teams manage content, and to give clients strong tools to show off their destinations.

The redesigned DMS in a dark navigation shell: an Inquiries list with a search bar, filters, and rows of inquiries, each with quick actions to view, edit, and copy.
The redesigned Inquiries list, with quick actions on every row.

Project Approach

Discovery

  • Interviewed DMO clients to learn their content-management pain points and workflow problems.
  • Studied competing platforms to find best practices and ways to stand out.
  • Mapped key user journeys for creating content, running campaigns, and reporting on results.

Design

  • Created one design system with consistent components, patterns, and interactions across the platform.
  • Redesigned the content tools with drag-and-drop and visual page building.
  • Improved the analytics dashboard so it gives clear, useful insights about destination performance and visitor behavior.

Testing & Launch

  • Ran usability tests with DMO clients to confirm design decisions and find areas to improve.
  • Worked closely with engineering to build responsive layouts and keep the platform fast.
  • Released the new platform in phases, gathering feedback and improving features based on what clients needed.
The Inquiry Detail edit panel slides over the list: contact information and inquiry information fields grouped into sections, with Save and Cancel buttons at the top.
Editing an inquiry in a panel, without leaving the list.
The same inquiry edit panel with a “?” help icon beside each field, showing where tool tips explain what to enter.
A help icon beside each field explains what to enter.

Artifacts Delivered

  • Research findings and personas for DMO marketing teams
  • New information architecture and navigation for the DMS
  • A full design system with UI components, patterns, and guidelines
  • High-fidelity designs for content management, page building, and campaign tools
  • A redesigned analytics dashboard with clearer data visuals
  • Responsive design specs for desktop, tablet, and mobile
  • Interactive prototypes for key user flows and new features

Results & Impact

Content publishing time down 40%, thanks to simpler workflows and visual page building.

  • More DMO clients adopted the platform because it was modern and easy to use.
  • Client satisfaction scores went up thanks to better analytics and clearer insights.
  • Built a design system that sped up new features and kept the platform consistent.
  • Helped DMO clients build more engaging destination websites with modern design patterns and interactive features.
  • Training time for new users down 50%, thanks to clearer information architecture and self-service tools.