How to upgrade a large, existing website for one of the UK’s leading Tour Operators; to improve performance, seamlessly integrating it with their current CRM whilst at the same time laying technical foundations for future roll-outs?
As always, we began with customer research, which showed that the current online experience wasn’t as good as it could be. Site visitors were leaving the site when they shouldn’t, it wasn’t performing as quickly as it needed to, and it was becoming increasingly difficult to navigate; consequently the site wasn’t delivering anything close to the optimum. We needed to re-think the site from start to finish, ensuring a seamless customer journey that really delivered on the brand promise people expected from Discover the World, demonstrating their specialist knowledge and experience.
Discover the World
Based on site analytics and customer research, developing an improved information architecture (IA) was a crucial first step in this project. We identified personas for their core user groups and created improved journeys for them through the website. The new IA made it much easier for users to explore their range of destinations and tours available. Our initial phase was to identify what performance and user improvements we could make on the existing site; whilst concurrently focussing on the main re-design and rebuild of the front and back-end.
We had worked closely with Discover the World for many years on their print collateral, so fortunately we were completely up to speed on their brand and had excellent product knowledge from the start. This enabled us to rapidly develop designs that faithfully reflected the heritage and extraordinary nature of the company's offering; whilst our analysis through the IA phase meant that our new front-end designs really brought the site to life, showcasing the destinations to their fullest and creating a slick, effective site that is not only easy to use, but also highly rewarding.
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