Exoticca
www.exoticca.com
Page redesign,
User Experience Investigation
The client
*This is an academic project led directly with Exoticca and Ironhack school back in 2020.
Exoticca.com is an agency that offers luxury travel packages to exotic places. Their aim is to maintain competitive prices offering top-quality experiences. The audience is mainly over 55 years old.
The purpose of the project consists of improving the user experience with the travel product page, focusing on its interaction with the users, and raising trust towards the agency.
The process
Empathize: analysis of the company and its competition, survey + interview to understand the audience
Define: definition of an ideal user persona to create an ideal client, card sorting, sitemap
Prototyping: 3 different prototypes, starting from sketches to a full detailed prototype in order to study all the aspects of the usability of the page
Test: task analysis to get feedback from users and correct mistakes
Before
After
At the end of the project, the company really applied some of our suggestions.
Mobile friendly
Want to know more about the process?
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01.
Analysis of the page and purpose definition.
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02.
Survey and interviews with the users (target age over 50 years old.)
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03.
Analysis of information gathered and first sketches and presentation of a basic layout.
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04.
More testing with users as the project was advancing.
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05.
Preparation of the final layout and website set up.
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06.
The finally presentation was so appreaciated by the client, that they decided to really apply some of our suggestions.
Main problems detected
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01.
The information was not well presented to the users who felt confused and didn’t trust the travel agency.
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02.
People over 50 years old use website in the different way than younger generation and the design was not so intuitive. It needs further explainations about every aspect of the trip.
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03.
Moving both horizontally and vertically through the content of the page caused frustration and confusion.
A new itinerary description
Booking process
We decided to go further. We studied and improved also the booking process as it was directly connected with the product page.
We realized the button text “book now” caused fear in the users who didn’t want to click because they thought they were directly confirming their booking.
Results
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01.
More information about every steps of the project.
The users gained trust.
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02.
Improvement of the visual presentation of the itinerary.
The users felt everything better explained.
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03.
Improvement of the booking process.
The users felt they could book easily.