Despite being in business for over two decades. Londontown customers were turning to other travel agencies for booking their trips. The competition was catching up with modern websites, beautiful designs and better user experience. Londontown was in dire need of website overhaul featuring a better design with a seamless experience. Easy to navigate the website and booking trips.
Creating a modern looking website with a cogent information architecture, better navigation, content strategy and good experience design that reduce the churn in making a request for booking a trip. This will enable users to quickly find information about an event, artist or a place. Explore the site supplementary services and request the booking with an easy to fill form.
The process involves understanding stakeholder requirements, business objectives and their struggles. Performing user research to deep dive what is happening in user’s mind? What are the main ingredients missing that can make users to start booking with Londontown again? This is what we are about to find out below.
I conducted stakeholders interview in order to understand business goals and requirements. What are their expectations from this project and how does success look like to them? The main purpose of this qualitative research method was to get stakeholders concerns and requirements in early phase to avoid any 11th hour change.
The stakeholder organized interview with their long term customers. All of them could speak English. Since it was their second language so a stakeholder was available in all interviews to help me with interpretations. Conducted 11 users interview in the span of 4 weeks.
Through insightful user interviews, I meticulously examined the collected data, distilling key findings to enhance the user experience. Employing the strategic approach of affinity mapping, I visually organized and interconnected user responses, revealing invaluable patterns. This method not only illuminated crucial insights but also provided a foundation for my informed decisions, steering my efforts in refining and optimizing user-centric design strategies.
The side-by-side comparison of business goals and user needs along feature request shows us how fulfilling these important tasks could possibly result in achieving tangible business goals.
Based on the interviews conducted with their old and loyal users. I’ve had enough information to create user personas. This was a crucial step towards understanding users mindset and building empathy for end-users.
To gain deeper insights into users' thoughts while booking a trip, I crafted journey maps. This process allowed me to uncover both areas of opportunity and pain points in the user experience, providing a more comprehensive understanding of their current state of mind during the trip booking request.
After creating the journey maps. I analyzed gathered data and made a list of all opportunities with the stakeholders on board. Created prioritization matrix to identify tasks and features that are high value to users.
These tasks are compared against design and development efforts to produce. Due to the budget cap and limited resources, we decided to work on the most important areas first to reduce user frustration.
Armed with concrete facts and figures obtained through a meticulous process of collecting and synthesizing data, it's now time to construct the website structure and develop a design system. By weaving together data-driven decisions and design principles, the aim is to create an engaging and purposeful online experience for users.
Reshaped the website structure by establishing a more coherent page hierarchy. Reducing intermediate pages to shorten steps involve in selecting an event to request booking. Additionally, I incorporated dedicated pages for listing hotels, attractions, and more, eliminating the need to redirect users to secondary sites for a seamless and efficient experience.
These skeletal outlines served as the blueprint for the website's layout, strategically aligning with user needs and preferences. By distilling complex information into a visual framework, the wireframes provided a clear roadmap for subsequent ideation and refinement phases. These are the early sketches that were refined in next ideations.
Given the scale and scope of the project, I made a strategic decision not to fully implement a design system at the current stage. The immediate investment in a comprehensive design system seemed impractical. However, recognizing the potential for scalability and future team expansion, I laid the foundation by creating a component library. This approach ensures a structured and reusable set of design elements, paving the way for a seamless transition to a full-fledged design system
Upon request, I revamped the brand color scheme by introducing an additional primary color and an accent color. This was aimed at injecting more meaning into the design, steering clear of a bland appearance. In terms of typeface, I opted for Franklin Gothic, a versatile font widely employed in newspapers, advertisements, and posters. This choice struck a balance between classic and modern aesthetics, contributing to an overall refreshed and purposeful design.
A comprehensive collection has been curated, encompassing nearly all UI elements meticulously crafted with a focus on scalability, standardization, and reusability. This repository serves as a centralized hub for a diverse range of design components, ensuring consistency across the project and facilitating efficient reuse
Crafted to align with user needs and project objectives, each page serves as a visual narrative of thoughtful design choices. From the strategic layout structure to the integration of a refined color scheme and typefaces, the pages reflect a commitment to consistency and brand identity. The amalgamation of aesthetic appeal and functional efficacy ensures that every user interaction is not just visually engaging but also intuitively navigable. These pages, conceived through an iterative and user-driven design process, collectively contribute to a cohesive and impactful digital experience.
Planned and moderated usability testing of frequently used pages and sections. Showing test of one of the most important part of the website i.e football match booking request. Users were tasked to perform complete process from requesting tickets to talking with customer support to confirm the order. All of the tests were moderated remotely.
Users mentioned they are more satisfied with the request form as compared to before. But takes almost same time talking with customer support to confirming the booking. Whereas the stats shows otherwise.
Once the website is developed by the in-house development team, the next focus will be on enhancing user experience with features like Seat Selection, Room Selection, Online Payment, Live Chat, and Capturing Email on Abandoned Forms. Following the re-launch, comprehensive statistical analysis, including Bounce Rate and Conversions, will be conducted. Based on the insights gathered, I will iterate on the design by creating different landing page versions and conducting A/B tests for continuous improvement. Looking forward to optimizing the user journey for maximum engagement and success.
