About

The home page serves as the primary screen the users see when they open the website and their starting point to navigate the site.

The problem

The page doesn’t provide direct and valuable data to the user. Items were uncategorized and unorganized on the page, it was full of lists written in small fonts and the division between the content and the products was unclear. Together with an unusable search, it was difficult to orientate on the page and find what you are looking for. Also, the page wasn’t compatible with mobile devices and suffered from an outdated design.

The challenge

Increase user conversion by creating an organized home page with two main focuses – sale tours online and be a content site for travelers. By providing high user experience and value the page will guide the users to invest time in discovering the company’s products and other useful information.

Market Research

Online tour operators companies focused on one country.

Travel e-commerce websites that integrating content

Personas

Focusing on our main target audience (Data analysis shows the majority of the users are boomers (+65) or young millennials (25-34), most of them American. 60% are women), we decided to see what are their travel behavior – needs, goals, habits, and motivations.

Study results provided information on users’ priorities. While the website does provide what the users are looking for it is hard for them to find it and navigate their way on the website.

The Solution

Home Page

Booking Widget – UI/UX Redesign

About

A booking widget for an online tour operator company that sells day tours and packages in Israel, Jordan and Egypt. Its main audience is American tourists.

The problem

The company mainly focuses on online sales, but its checkout process was very long and complicated, which resulted in user abandonment and telephone inquiries for help.

The challenge

Redesign a modernised UI that focuses on improving the user experience and also fits different devices.

The solution

• Dividing the products into 3 types: day tours, packages and transport. Making each booking process suitable to its product, while maintaining uniformity between the product’s UX design.
• Removing unnecessary input fields and dividing the booking process into 4 stages by adding a checkout flow and organize each step to clear topics.
• Adding a checkout summary showing the user what product he is purchasing.
• Adding visible ways to contact the company for help without abandoning the booking process.

Booking widget – Previous Version 

Booking widget – New Version