The Nordra homepage on a laptop, showing the Explore the Heart of the Fjords hero and trip filters.

About the project

Nordra is a responsive travel website designed to inspire and guide travelers exploring Norway, featuring interactive maps, curated packages, and expert insights. Optimized for both desktop and mobile, it offers seamless navigation, immersive storytelling, and effortless trip planning.

Role

  • UX Designer
  • UI Designer
  • Identity Designer

Deliverables

  • UI Library
  • User Flows
  • Wireframe Designs
  • High Fidelity Responsive Design
  • Brand Identity
  • Custom Icon Set

User research

Nordra’s UX research focused on understanding the needs of adventure seekers, luxury travelers, cultural explorers, and families, ensuring a seamless and engaging experience for each persona. Through journey mapping, user scenarios, and responsive design optimizations, we crafted an intuitive interface that prioritizes easy navigation, personalized recommendations, and immersive storytelling.

Personas

Emily Green, 48

Persona type: Comfort Seeker

New York City, USA

Emily works long hours in a high-pressure job and treasures her vacations as an opportunity to escape and indulge. She loves curated itineraries that combine relaxation and unique experiences without requiring too much effort on her part.

“I work hard, so I deserve to travel in style.”

Profession

Marketing Executive

Motivations

  • To relax and recharge while enjoying premium services.
  • To create unforgettable experiences with her partner or family.

Challenges

  • Balancing relaxation with light exploration.
  • Avoiding peak-season crowds.

Goals for the Trip

  • Stay in a luxurious fjordside spa or boutique hotel.
  • Enjoy a private cruise with a champagne toast.
  • Take a scenic train ride on the Flåm Railway.

Hobbies

  • Yoga
  • Wine tasting
  • Reading
  • Collecting art

Tech use

Relies on websites and apps that make travel planning seamless and convenient.

Emily’s journey map

Awareness Research Booking Experience Post-trip
Touchpoints
  • Luxury travel ads
  • Pinterest boards of Norwegian fjords
  • Email newsletters.
  • Your “Luxury Experiences” page
  • Reviews of 5-star hotels
  • Curated itineraries.
  • Concierge chat
  • Package comparison tools
  • Secure booking pages.
  • Fjord cruises with private dining
  • Boutique spa hotels
  • Guided day trips
  • Testimonials on your website
  • Shared anniversary photos on Facebook.
Emotion Curious and Intrigued Excited Assured Blissful Content and Nostalgic
Pain Points Concerns about travel logistics and weather conditions. Balancing luxury with access to scenic, less touristy locations. Managing changes in plans (e.g., rescheduling due to weather) Transportation between locations. Organizing her photos and reviews

Jake Matthews, 27

Persona type: Adventurous Explorer

Sydney, Australia

Jake loves pushing his limits through outdoor adventures. When he’s not working, he’s scaling mountains, surfing, or planning his next thrill-seeking trip. He’s motivated by breathtaking views and the stories he can share from his experiences.

“Adventure isn’t optional; it’s a way of life.”

Profession

Software Developer

Motivations

  • To challenge himself physically and mentally.
  • To tick off bucket-list adventures like Trolltunga.

Challenges

  • Ensuring safety during intense activities.
  • Managing logistics, like renting gear and finding reliable guides.

Goals for the Trip

  • Hike Trolltunga and Preikestolen (Pulpit Rock).
  • Kayak through Nærøyfjord.
  • Capture incredible photos of the fjords.

Hobbies

  • Hiking
  • Climbing
  • Photography
  • Extreme sports

Tech use

Uses apps for trail reviews, adventure forums, and action camera gear.

Jake’s journey map

Awareness Research Booking Experience Post-trip
Touchpoints
  • YouTube adventure vlogs
  • TikToks of kayaking in Nærøyfjord
  • Adventure travel forums.
  • “Adventure Guide” section
  • Gear rental listings
  • Transportation details
  • Group hike permits
  • Kayak rentals
  • Adventure guides
  • Trail maps
  • Rental services
  • Local guides.
  • Sharing GoPro videos on YouTube
  • Leaving reviews on travel forums.
Emotion Energized Determined. Pumped Thrilled Proud and Accomplished
Pain Points Ensuring safety during intense activities. Coordinating transportation to remote spots. Budgeting for all activities. Managing unpredictable weather. Editing videos and tagging experiences online.

Design language and branding

Nordra’s design language embraces simplicity and legibility, allowing the breathtaking landscapes of Norway to take center stage. A monochrome color scheme ensures a clean, timeless aesthetic, with bold serif headings that reinforce a Nordic-inspired elegance while clearly defining each section.

Custom line iconography and minimalistic illustrations add a handcrafted touch, while intuitive, legible controls create a seamless user experience, balancing functionality with a refined, modern design.

Focused on imagery

A region page on mobile, with a full-width aurora photograph. The featured trip packages list on mobile.

Custom iconography

Simple and clean controls

A date picker showing check-in and check-out fields above a June 2025 calendar. Steppers for adults, teens, children and rooms, above a budget slider. A flexible-dates panel with a night count and preferred season options.

Working prototype

The homepage below is a working prototype rather than a picture of one, built to exercise the main search and filtering interactions: the date and guest pickers, the region and activity filters, the trip package categories, and the light and dark themes.

Explore the Heart of the Fjords

The Norwegian fjords are among the most spectacular natural wonders in the world, offering breathtaking landscapes, tranquil waters, and opportunities for outdoor adventures.

Region
Regions
North Tromsø, Nordkapp, Lofoten, Lyngen Alps
South Stavanger, Preikestolen, Kristiansand
East Oslo, Lillehammer, Rondane
West Bergen, Geirangerfjord, Flåm, Ålesund
Check in and out dates
Guests
Filters

The perks of Norway fjords travel

Spectacular Scenery Towering cliffs, cascading waterfalls, and lush green valleys make the fjords a photographer’s dream.
Charming Villages Quaint coastal towns like Flåm, Bergen, and Alesund are gateways to the fjords.
Outdoor Activities Opportunities for hiking, kayaking, boat cruises, and scenic train rides.

Explore Norway

Troms og Finnmark: Gateway to the Arctic

Located in Norway’s far north, Troms og Finnmark is a land of unparalleled Arctic beauty. This region offers breathtaking landscapes that range from dramatic fjords and rugged mountains to the vast tundra of Finnmark.

As Norway’s largest and northernmost county, it is renowned for its vibrant Sami culture, thrilling outdoor adventures, and awe-inspiring natural phenomena like the Northern Lights in winter and the Midnight Sun in summer.

Read more

Local guides

Freya Bjørnsdottir Magnus Pedersen Erik Hansen Liv Akselsen

Notable locations

Tromsø Nordkapp (North Cape) Lyngen Alps

Activities specific to the region

Hunting the Northern Lights Sami Cultural Experience Arctic Wildlife Safaris Fjord Adventures North Cape Excursion Camping Hiking Photography
View gallery

What makes it unique

Northern Lights Capital
Tromsø, often called the “Gateway to the Arctic,” is one of the best places on Earth to witness the Aurora Borealis.
Midnight Sun
In the summer, the sun never sets, providing endless daylight for exploration.
Sami Heritage
The region is deeply rooted in Sami traditions, offering opportunities to meet reindeer herders, learn about Indigenous culture, and experience traditional joik singing.
Wildlife Haven
From whale watching to spotting Arctic foxes, Troms og Finnmark is a haven for nature lovers.

Meet your local guides

Ingrid Bergland
Bergen

Ingrid Bergland

Bergen history UNESCO sites Food tours

Ingrid has been a guide in Bergen for over 12 years, showcasing the Hanseatic wharf and vibrant local markets.

Erik Johansen
Geirangerfjord

Erik Johansen

Hiking Photography spots Waterfalls

A passionate hiker and nature photographer, Erik loves leading visitors to hidden gems.

Astrid Holm
Flåm

Astrid Holm

Flåm Railway Viking history Fjord kayaking

Astrid grew up in Flåm and has a deep love for sharing its cultural and natural treasures.

Lars Pedersen
Stavanger

Lars Pedersen

Pulpit Rock hikes Luxury fjord cruises

A lifelong adventurer, Lars specializes in storytelling and adventurous tours.

Plan your trip

Your stay dates
June 2025 Today
Your company
Adults
1
Teens (ages 13 to 17)
0
Children (under 12)
0
Rooms
1
Your trip budget
Region preference
Trip type
Activities

What your fellow explorers say about us

5/5
I felt safe and inspired every step of the way! This was the most breathtaking trip I’ve ever experienced. Every detail was meticulously planned, from the stunning accommodations to the private fjord cruises. The personal touches, like the wine tasting at sunset, made it truly unforgettable. I felt like royalty every step of the way!
Isabelle M., New York, USA Guide Erik Hansen
5/5
The Arctic wildlife safari was beyond anything I could have imagined! The Arctic wildlife safari was beyond anything I could have imagined. We spotted whales, reindeer, and even a puffin colony! Our guide’s deep knowledge of the animals and their habitats added so much depth to the experience. I’d come back in a heartbeat!
Ben J., Cape Town, South Africa Guide Lars Pedersen
5/5
It was the perfect romantic getaway. This trip was the perfect romantic getaway. The private cabin overlooking the fjord, candle-lit dinners, and spa treatments made it so special for us. Watching the Northern Lights together on our last night was like something out of a dream. We couldn’t have asked for more.
Anna & Lukas S., Munich, Germany Guide Ingrid Bergland
5/5
I felt like royalty every step of the way! This was the most breathtaking trip I’ve ever experienced. Every detail was meticulously planned, from the stunning accommodations to the private fjord cruises. The personal touches, like the wine tasting at sunset, made it truly unforgettable. I felt like royalty every step of the way!
Isabelle M., New York, USA Guide Freya Bjørnsdottir

Inspiration

Aurora borealis arcing over a coastal village

Chasing the Aurora: Tips for Seeing the Northern Lights

Nature Photography

Learn how to plan the ultimate Northern Lights experience in Norway. From the best times to visit to tips on capturing stunning photos, this guide will help you make the most of this magical phenomenon.

A green fjord valley enclosed by high cliffs

Family Adventures in Arctic Norway

Family-Friendly

Planning a family trip? Explore our top activities in Troms og Finnmark for travelers of all ages, including reindeer sledding, Sami cultural experiences, and kid-friendly hiking trails.

The search experience

Exploring a streamlined way of building a comprehensive search experience which is modular, fast and intuitive was essential to the project. The user needed to have full control of building their ideal trip while also having a fast way of exploring their options, with useful default setups.

Flow chart: a trip search starts, branches on whether there is a previous search to load defaults or the latest settings, opens the search modal, then leads to explore trips and a results listing, with a separate date-change branch.

Crafting a Seamless and Inspiring Travel Experience

Nordra’s design seamlessly blends aesthetics and functionality, creating an intuitive platform that inspires and guides travelers through Northern Norway. By prioritizing simplicity, legibility, and user-centered design, we crafted an experience that highlights breathtaking imagery, effortless navigation, and tailored content for diverse traveler needs. This project showcases how thoughtful UX research and a refined visual identity can transform trip planning into an immersive and engaging journey.