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Our Work · Tourism and Hospitality

Making a moving safari legible on a static page.

A mobile safari is not a place. It is a route. Most safari websites are built to sell a lodge you stay in, so they describe one location well and a journey badly. The design problem here was to make seven nights across five wilderness areas readable at a glance, without turning the itinerary into a wall of text.

  • Website Design
  • UX and UI

Project overview

Client
Afric Sage Expeditions
Sector
Tourism and Hospitality
Service
Website DesignUX and UI

3safari journeys published

The full story is below

Background

A safari operator whose product is movement.

Afric Sage Expeditions is a Botswana safari operator based in Maun, the gateway to the Okavango Delta. It runs mobile safaris through Moremi, Khwai, Savuti, Chobe, the Central Kalahari and the Delta itself.

That is a different product from a lodge. A lodge sells one place, and a lodge website can be organised around it. A mobile safari sells a route, and the traveller needs to understand both the individual places and the journey that connects them.

Project overview

Project overview

Client
Afric Sage Expeditions
Location
Maun, Botswana
Window
Site inventory counted on 21 August 2026
Website
africsageexpeditions.com
3safari journeys published
8Botswana areas given their own presence
5activity types presented separately

Delivered

What we delivered, counted.

3safari journeys published
8Botswana areas given their own presence
5activity types presented separately
4primary navigation items

Safari journeys, Botswana areas, activity types and primary navigation items, counted from the live pages on 21 August 2026.

An open safari vehicle with guests on a game drive, photographed on an Afric Sage mobile safari.

Afric Sage Expeditions

A moving safari, legible on a static page.

The product itself: a mobile safari that moves guests between Moremi, Khwai and the Kalahari, in black and white.

The problem

The itinerary is where safari websites usually fail.

The question a prospective traveller actually has is simple: what will the journey look like? On most operator sites that question is answered with a long block of prose describing eight days in one continuous paragraph.

It is technically complete and practically unreadable. Someone comparing three trips across two weeks of research cannot hold that in their head, and the unfamiliarity of mobile safari makes it worse. If the format is already unfamiliar, the presentation cannot be difficult as well.

The Secrets of the Kalahari itinerary on the live Afric Sage website, each of the eight days in its own row with its own description.
The itinerary as a progression. Each day is its own row with its own destination, so a seven night route through the Kalahari reads as a journey rather than a list of inclusions.

Our approach

We built the site around the shape of the journey.

01

We broke the itinerary into days

Each day becomes its own row with its own destination and its own description. The Secrets of the Kalahari route runs Maun, Central Kalahari, Makgadikgadi, Nxai Pan, Ntwetwe, and the layout makes that sequence visible before a word is read.

02

We gave destinations their own front door

Some travellers begin with a place, not a trip. Eight Botswana areas are presented in their own right, so someone who knows they want the Delta can start there and arrive at a journey second.

03

We separated the activities

Game drives, mokoro, boat cruises, walking safaris and cultural experiences are presented as distinct ways of experiencing the landscape, rather than buried in a list of inclusions.

04

We kept the interface quiet

Four navigation items. Large photography, consistent cards, generous spacing, and very little interface decoration. The wilderness is the strongest thing on the page and the design does not compete with it.

A leopard resting on a tree branch, photographed on an Afric Sage safari.

A leopard, closeThe photograph the homepage opens the Safari Experiences section on.

A herd of zebra and wildebeest at a waterhole in the Okavango Delta.

Zebra and wildebeestA mixed herd at a delta waterhole, the wide companion image beside the leopard.

Elephants gathered under a single acacia tree on an open plain.

Elephants under acaciaThe image the site reaches for when it needs to say Botswana in one frame.

Three scenes from the site’s own safari photography: a leopard at close range, a herd at a waterhole, and elephants under an acacia.

Making each place feel different

The Delta should not look like the Kalahari.

The waterways and floodplains of the Okavango and the dry expanse of the Central Kalahari are not interchangeable, and a template that treats them identically quietly tells the visitor they are.

Photography does most of that work. Each destination leads with a large image that establishes the environment before any supporting copy explains it, while navigation and page structure stay consistent underneath. The variety sits in the content, not in the layout, which is what keeps the site coherent as it grows.

The Afric Sage Expeditions Botswana Paradise journey page shown on a desktop monitor and a phone side by side.
The Botswana Paradise journey on desktop and phone: eight nights camping and two nights lodging through Moremi, Khwai, Savuti, Chobe, Kasane and Victoria Falls, read the same way on both screens.

Deliverables

What we shipped.

  • UX and UI designSite structure, page templates, the itinerary layout and the card systems for safaris, destinations and activities.
  • WordPress design and buildThe delivered site, structured so new journeys and destinations can be added without design work.
  • Responsive designDesktop, tablet and mobile. Safari research runs over weeks and moves between devices, so the mobile experience is built for exploration rather than shrunk from the desktop one.
  • Booking pathwayA Make a Booking route rather than a checkout, matching a tailor made product where the enquiry is the beginning of a conversation.
The rear of an open safari vehicle parked in scrub bush, guests seated inside.The game viewer
An elephant at the water's edge in Chobe National Park, from the Beautiful Destinations section.Chobe National Park
The Afric Sage booking form with fields for email and name and checkboxes for Mokoro, Game Drive, Boat Cruise and more.Request a booking
The first four days of the Secrets of the Kalahari itinerary, each in its own row.Day by day
Three images from the Our Safaris grid: palm trees and impala, a pair of oryx, and a meerkat.Our Safaris
The site travelling sideways: the safari vehicle, the destinations it reaches, a live enquiry form, the itinerary, and the safari grid a traveller chooses from.

What changed

The position at handover.

  1. A seven night, five location itinerary can be understood in a glance instead of a paragraph.
  2. Travellers can enter through a place or through a journey, rather than being forced down one path.
  3. Five activity types are visible as distinct experiences, which widens what a Botswana safari appears to include.
  4. The card systems mean new safaris and destinations can be published without redesigning anything.

If your product is a journey, a lodge website will not carry it.

Start a project See more of our work Engagements begin at P 42,500