Inside Japan Tours UX, design and front end development for the market-leading Japan travel specialist


Inside Japan Tours is the market-leading Japan travel specialist, offering unique group tours, tailored travel and cultural experiences.


Inside Japan Tours (IJT) required a complete redesign of their existing Inside Japan Tours website (part of the Inside Travel Group). Working collaboratively with the client, we carried out extensive research and a comprehensive online user testing phase which revealed a number of key insights which drove our approach to the project.

The key to successful user testing is to establish the core objectives of the site, and begin to layout the key User Journeys. Once you have established a measurement framework, by which the user’s experience. Can be matched with tangible results, one can truly start to interrogate a site’s effectiveness. In effect by deconstructing the existing website with real-time customers, we were able to establish what was good, the elements that our Client’s customers valued and where enhancements could be made.

"When I was looking to redevelop the InsideJapan Tours website, I had the challenge of finding an agency that had the courage and capability to deliver something that wasn’t just an indentikit rehash of either something they had done before or what everybody else in the sector was doing. I had a strong vision of what I wanted the site to be but also wanted designers who could take that, challenge it and deliver something brilliant.

Wild Dog delivered on every level creating a fresh new look for our site, creatively solving the complexities of delivering a large volume of detailed content to users, and most importantly, increasing site conversion rate by 112% YOY in the first month following go live. One year on from launch, web sessions had increased by 72%. The numbers speak for themselves and I can say with complete conviction that Wild Dog was instrumental in accelerating our company growth and taking our business to the next level."
Alastair Donnelly, Director & Founder, Inside Travel Group Inside Japan Tours

The project included extensive Information Architecture, covering User Journeys, Persona analysis, Wire framing, Site mapping and Template design; incorporating a full User Centred Design UCD) the final stage of the project was template design and fully responsive front end code, incorporating basic PWA integration.

Working closely with the client’s chosen back-end CMS/CRM developer, we liaised closely to ensure that the completed site helped to inspire, educate and truly demonstrate Inside Japan Tours’s knowledge and experience of Japan.