Alabama Travel

Sweet Spots UX Update

Using psychology to uniquely position Sweet Home Alabama for today’s over-scheduled travelers.

Alabama Travel Sweet Spots

Project Overview

Studies show the emotional and physiological benefits of taking vacations immediately drop after the vacation ends unless travelers return “very relaxed." To bring meaning to Alabama Tourism’s recognizable but undefined “Sweet Home Alabama” moniker, we repositioned the brand and all of the digital experiences to present our state’s offerings as relaxing experiences worth savoring.

Psychological Insight & Digital Strategy

Relaxation is a coping mechanism for stress, the “health epidemic of the 21st Century.”

Our goal was to address this need for relaxation by presenting Alabama’s diverse experiential offerings through a satisfying digital experience. Sweet Spots, an interactive vacation planning platform, showcases the unique and surprising things to do in Alabama through sensory-detailed vacation activities customized to each visitors attitudes and desires.

Through continual UX engagement strategy, including heat map tracking, feedback, analysis of analytics, and UX best practices, Alloy was able to introduce functionalities that give users contextual control of destination data to build tailored vacation experiences.

Market Results

Since launch, the new platform increased site visitation 28.5%, page views by 140%, and social following by 20%. With In the first three months, Alabama Travel experienced improved feedback from 50% negative to 97% positive and increased key conversion by 70 points.