Visit California:
‘Play Day’ Microsite
Website Design + Development
In partnership with The Shipyard, we supported the final design and led full development of an interactive microsite for Visit California that transforms user preferences into personalized travel recommendations.
Built as an extension of a Pinterest media buy, the experience guides users through a series of visual, choice-based questions, ultimately directing them to a region of California that best matches their interests.
Client
The Shipyard / Visit California
Year
2026
Visit California needed a way to:
Turn passive media engagement into an interactive experience
Help users navigate the breadth of California’s travel offerings
Deliver personalized recommendations in a simple, engaging way
Create a seamless bridge between inspiration and action
The challenge was to balance interactive playfulness with clarity, while ensuring the experience remained fast, intuitive, and scalable.
CHALLENGE
We built a guided, question-based experience that feels more like a game than a traditional travel tool
Users move through a series of prompts like:
Choose your playing field.
What equipment are you grabbing first?
What vibe are you chasing today?
What’s on your plate?
Each step uses strong visual cues and quick selections to keep the experience lightweight and engaging.
On the backend, selections are mapped to specific California regions, allowing us to dynamically route users to regions that aligns with their preferences.
APPROACH
