A total website redesign for a unique travel site

To complete these objectives we:

• Conducted senior stakeholder workshops and interviews in order to gather insight from the organisation and gather business requirements
• Carried out competitor review of a number of key websites in order to understand what Great Rail Journeys are doing well and what competitors are doing better – key features including navigation, content, visual design and persuasion factors
• Carried out primary research with 20 face-to-face interview sessions across two UK locations as well as telephone interviews
• Used eye tracking in order to help identify usability issues
• Proposed a new site Information architecture and provided advice to improve the taxonomy with results and insights from a card sorting exercise
• Generated Personas portraying audience goals, behaviours and motivations when interacting with the site in order to help prioritise the design and implementation of features and functions and used mental models and an experience map to identify key points of influence and persuasion throughout the different user journeys
• Created wireframes that addressed the issues and opportunities we had identified and then used iterative user testing starting with the booking journey then broadening the scope to the full site
• Created a number of visual design concepts before selecting one and tweaking and refining it