How do you create a website which successfully communicates this leading specialist's knowledge and experience, whilst making it easy for users to find the right tour for them from the large range available?
For over two decades Martin Randall Travel have been one of the most influential specialist tour operators in the field of intellectual travel. Pioneering and innovative, the company has led the way with new tour ideas and itineraries, whilst setting the industry benchmark for customer quality service.
With an increased portfolio of tours, coupled with an audience increasingly carrying out research and bookings using mobile devices, Martin Randall wished to develop a new website. The challenge for the site development and design was how best to create a simple and elegant user-centric site which also effectively communicated the very wide breadth of destinations and trips available (over 300 in total). Naturally, integral to the design was also a remit to retain and build on the established name that Martin Randall has for quality of service and tour trip knowledge. The website needed to continue to appeal to the existing, highly intelligent audience whilst creating a platform which would inform and attract a new, increasingly international clientele.
Martin Randall Travel
Working closely with the client, and making use of customer profiling and existing site analysis, the first stage in developing the website was creating distinct personas and their user journeys which clearly identified the routes users took through the site. We also identified important factors in their tour selection decision-making process, which helped us focus on bringing to the fore the information that was important to the target audience.
We broke the site development down into clear product offerings, focusing on the strengths and value of each route to enquiry. This ranged from first-rate lecturers, original itineraries that had been meticulously planned, and the comfort in which people would travel; through to the obvious destination and tour interest group. This enabled the user to search and view tours using their own personal preference criteria, making a information-rich site become manageable and informative at all stages.
Following on from a successful user-testing and wire-framing stage, our task involved design and build of the master responsive html templates, working with the third-party CMS provider, to ensure a smooth integration and transition of data.