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01

Project Overview

Redesign the homepage for a small tourism company.

You have been asked to redesign an organization’s Web site. Your client has asked you to redesign their site so it closely reflects the industry norm for their type of site. You are going to use research and competitor sites to find the “style/industry norm” of your industry.

You are redesigning the home page only.

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02

The Problem/Original Homepage

Biggest Problems:
  • Lacks clear booking feature leading to users getting frustrated and switching to a more user-friendly site

  • Large blocks of text; users rarely read, they scan

  • Poor use of space

  • Poor navigation

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03

Research

  • Survey:

       Revealed the product description was the most         influential factor when purchasing coffee beans         because it could address factors (such as                    flavors) that high-quality pictures could not. The        survey also showed a preference for separating        coffee purchasing from merchandise                            purchasing earlier in the shopping process.                Multiple purchasing options during checkout              was viewed favorably.

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  • Competitive Analysis:

       Showed a gap in many features. It lacked the             most valued feature - access to easy booking.             Respondents also valued images of the                       locations they were looking at. Large blocks of           texts are not found on the competitors sites. 

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total participants

93.3%

indicated they book flights from the homepage over using the "explore" pages on tourism sites

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73.3%

said a low-quality image made them decide against booking a trip/location

60%

of top reasons for picking a specific tourism site was due to easy access to booking

Easy Access to Booking

Feature

Caravan Tours

Kayak

Travelocity

Reviews

Compelling Imagery

Trending Locations

Offers Deals/Discounts

Responsive Design

Offers Beyond Just Flights

Clear CTAs

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04

 User Personas

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Name: Sam Cook​

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Age: 35

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Occupation: Marketing Manager

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Tech Savvy: High

Key Considerations
  • Wants a site that is fast to search on and user-friendly

  • Something that offers activities for kids

  • It’s a nice feature that Caravan Tours only does North and South America so they have lots of choices within the US, meaning they aren’t too far from home with small children

  • All inclusive packages are a plus because its less planning for her

Motivations
  • Primary goal is to plan a vacation that provides opportunities for her family to bond and share unique experiences together

  • Due to their busy lives, Sam needs something that is user friendly so she can search and plan quickly

Behaviors
  • Very proficient in Google searching vacation information

  • Also sees vacation ads on social media like Twitter, Instagram, and Facebook

  • Asks friends and family about vacations they’ve been on

Pain Points
  • Needs something that has kid-friendly options

  • Between work and raising her kids, Sam is very busy so she needs a site that is fast and has clear instructions/information

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Name: Mike Thompson

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Age: 55

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Occupation: History Teacher

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Tech Savvy: Moderate

Key Considersations
  • Needs to have good SEO to pop up on his search because Google is probably the only internet search he will be doing

  • Reviews from others would go a long way to ease Mike’s safety concerns about traveling solo

Motivations
  • Main goal is to discover more about the history and culture of the places he travels

  • Because he is single, Mike likes to be able to move at his own pace and spend more or less time at the locations that interest him

  • He enjoys taking the lesser known routes because they have untapped history, so a company that offers a lot of different choices is nice

Behaviors
  • Relies mostly on Google searching and checking out travel books at the library to plan his trips

  • Also asks friends and family if they’ve been on any vacations that may align with his interests

Pain Points
  • Because he travels solo, he has safety concerns. Mike wants to know the travel company and any guided tours he might take are well vetted

  • He likes to take multiple trips a year, but as a teacher, he is too busy for a long trip during the school year. Places that offer shorter trips and quick turn arounds would be immensely beneficial

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Name: John Kim

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Age: 70

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Occupation: Retired

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Tech Savvy: Low

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About
  • Needs to be user-friendly with easy navigation and very responsive so she can increase text size if needed

  • Clear instructions would be useful

  • If the site offers a discount for seniors or have extra mobility features, they would want to display that because it would be beneficial for the elderly population

Motivations
  • Spending time with her family is Maggie’s biggest motivation, so activities that accommodates large groups and a wide range of ages would be very beneficial

  • She is also looking forward to relaxing and experiencing new places

Behaviors
  • No social media

  • Seeks recommendations from family

  • Tries to plan using the Internet but it is a lot for her

  • Her son helps with the more difficult tasks

Pain Points
  • While Maggie is in good health for her age, she is getting old. A place that offers leisurely paced activities is important

  • She has a good savings, but she would still like it to be as cost effective as possible because so many people are going

  • Because the grandchildren are going, there should be kid-friendly activities as well

  • Still trying to get the hang of using the Internet, especially for planning trips

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05

Wireframes

I added the widgets on the hero image because destination and date are the main information a user would to know, so I wanted to make it very accessible.

Large blocks of text rarely get read by users. They just want to find their information and scan the text, so I used icons as a fast way to convey the site's main points instead of large paragraphs.

I changed the hero area of the homepage because a large photo, especially when the photo has people in it, can evoke emotions and make individuals want to be the people in those photos. This makes users more invested and people more connected to a product / service are more likely to act.

Remind users of top features before they get to the end.

Potential users respond well to reviews from people that have already used the product / service and are more likely to purchase when there are [positive] reviews or ratings; therefore, I would add a reviews section.

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06

Final Product

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07

Additional Steps

A webpage is never truly done because users' needs change as do graphic trends and information. But there are some KPIs we can look at to see how the newly released page is doing.

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I would monitor:

  • Length of visitor's stay on site

  • Number of unique visitors

  • Number of repeat visitors

  • Where visitors are coming from (social media ads, Google, etc.)?

  • Number of visits that result in a booking

  • Are there any links/buttons that get a lot of use, and does this activity look intentional or like the user is clicking because they are confused on where to go next/how to get back

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Let's chat!

Looking for a designer? Send me a message, and let's get to work making your vision come to life!

© Laura Weisz

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