Inside Asia Tours: front-end design for a suite of sites

Inside Asia Tours (IAT) required a complete redesign of their existing Inside Japan Tours website. Initially we carried out extensive research and a comprehensive online user testing phase revealed a number of key insights that really drove the thinking behind our approach to the project. The greatest value of user testing is that it can disprove accepted wisdom about an offering and how it is perceived with one's customers; but conversely it can confirm when an existing piece of functionality is actually very effective. By deconstructing the existing website with real-time customers we were able to establish what was good, and maybe what was not so good.

The consequence of having such a wealth of information, thoughts and views, born out through analysis was it freed all parties to actively embrace change where required, whilst valuing what was important and appreciated by the core audience. Amongst many truths established, was that user testing revealed we needed to make the site easier for people to complete key tasks and across all devices. IAT were at the forefront of adopting responsive front-end design; and set out to ensure that the most useful and considered information was readily available and; for use on any device, paying particular heed to the growing use of mobile and tablet usage for their target audience.