Inside Asia Tours

front-end design for a suite of sites

How do you create a suite of websites that faithfully reflect an award-winning Specialist Tour Operators’s incredible knowledge of this amazing world region?


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.

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Our approach:

From the data collected, we were able to determine which user-journeys needed improving. We simplified the journeys and much improved the overall Information Architecture and browsing experience.

The website we created helped to inspire, educate and truly demonstrate Inside Asia’s knowledge of Japan through their Inside Japan Tours site; bringing to the fore all that Japan had to offer, with tailored landing pages for specific interest groups such as diving, family, honeymoons and skiing. We sympathetically designed and built responsively the myriad of html templates that make up the new Inside Japan Tours website.

Inside Asia Tours - Visit Site
Inside Japan Tours - Visit Site

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