Case Study - Asia Transpacific Journeys Digital ReDesign
ATJ is a travel agency specializing in luxury tours and travel to the Asia Pacific region.
ATJ was in need of a digital redesign of their desktop experience along with looking to develop a mobile app experience for their end users. Their current site was outdated in its approach. It was content heavy and difficult to navigate. Visitors had a hard time distinguishing not only where they were on the site, but how to accomplish common user tasks.
Redesign and rebrand the ATJ experience. Introduce a brand new responsive web design which met both business goals and end user goals.
Some business goals included ...
• Rebranding of the ATJ site
• Increase online engagement through new screens showcasing inspirational content
• Increase bookings and sales overall- specifically of group trip sales
• Build trust in ATJ being the best travel option- especially by showcasing their travel experts
Main user goals to focus on included ...
• Learn about the ATJ brand as a whole
• Learn about the specific destinations and offerings for travel
• Speak with a travel expert
• Book an actual tour/trip
• Find inspiration for travel/save searches
User Research, Design Iterations, Wireframes
Some deliverables included...
Navigation and IA design
Sketches and annotated wireframes for visual and development teams based off design iterations and testing
User research was conducted through efforts including competitive analysis, user interviews, and studying industry best practices to name a few. Some research based deliverables included journey maps and persona generation.
Research and Discovery
Personas were referenced by creatives during design iteration sessions. They help keep the focus on the site visitors while getting creative.
Competitors of ATJ Main Takeaways ...
Less wordy, used more visuals
Present trips as actual experiences
Offer numerous touch points for engagement via features such as bucket lists, blogs, etc.
Good at showcasing how they differentiate from others in the industry
Better use of icons, stats, and quick facts to convey important or interesting information for site visitors - this builds trust
Customer Journey Map
The deep dive customer map also keeps the team thinking about what ATJ visitors are doing, thinking, feeling, and experiencing during the whole process of first visiting the ATJ site all the way until their return from a trip. It also mentions potential opportunities for ATJ during each stage of the experience.
IA and Navigation Design - Marrying ATJ's business goals with these design improvements
Navigation redesign represents ATJs new forward facing approach to luxury travel services ...
Improving the booking process overall
Clear means of communication with ATJ staff for questions or concerns
Easy to contact them
FAQ/resources clear and easily found
Booking process is consistent across all navigation paths designed
Showcases their abilities as travel experts ...
Through consistently updated curated content via mediums such as blog posts covering topics for the travel sector, specifically where they provide travel to
Provides a focus on the team members themselves in the IA/navigation options
Provide overall sense of interactiveness and customization for site visitors ...
Addition of features such as the randomizer trip tool and new trip building features such as customization through categories of interest such
Making the trip planning experience socially sharable
Design and Wireframes
From a top-level, the redesign should leave the ATJ site ...
Are there too many options?
Have we applied conventions the user base is familiar with?
Are there shortcuts offered or needed?
Have we reduced hesitation through clear wording and feedback?
Does the site retain changes made since last visited?
“You may also like”
“Traveler Portal/My Account”
Error Managed ...
Anticipating errors site visitors will make and how to forgive them.
“Trip not available during these dates,etc.”
Delight the users
Does it do what it states it will do?
Some ideas which emerged during design iterations in regards to the redesign of the ATJ site ...
The site needed to be more conversational tone with terminology and content
The site needed more Calls to Action, specifically for speaking to Travel Experts
Perhaps add the concept of a bucket list feature
Perhaps add a randomizer trip feature
Adding and improving the news and blog pages
When it came to the Travel Experts - humanize them, showcase their strengths, and make them feel “easy to contact”.
When it came to the Non-Profit Foundation - showcase this more, humanize the story through storytelling, statistics, and how it ties into the ATJ core values overall.
Touch points throughout the site for the various personas were also considered when design inception began.
Low-Fidelity Wireframes Examples
From the design iterations began the actual design of the screens needed to accomplish the user tasks.
Multiple low-fidelity iterations were flushed through before moving onto high-fidelity design.
Finalizing the Design
Research results and other deliverables I produced were passed along to the graphic designers who along with the development team brought the redesign of the ATJ site to life. The final results can be seen by clicking the button above.
It should be noted I was hired on a consultant basis through an advertising and design agency for whom ATJ is a current client. I did not work directly underneath ATJ.