Challenges

The Take Tour home page's Bounce rate was high from the Google Analytics result. It made the company has a hard time to bring new customers. Its competitors bring more features to all travelers, so the company is also struggling to keep the returning customers.

My job was finding the reason for the high bounce rate and crate a private tour plan feature

My Role

I acted as a content strategist who provided a website content audit and the findings with improvement recommendations. As a lead UX/UI, I created a new homepage IA with design. As well as providing the Private Tour planner.

I audited content on the home page (93 links) and the secondary pages (578 links). The main findings are:

Low findability: 

1. There were 27% duplicated links; some kept customers in a searching loop.

2. Tour packages pages had similar titles and the same images. It would challenge the customers' short memory.

3. Many links were broken that directed the customers to a dead end.

4. Navigations were broad and deep. They were located in different areas on the site. The customers would have a hard time to track their path and remember them.

Poor content quality:

1. Multiple search areas were offered on one page, with different functionalities. It discouraged the user from using it.

2. Most pages had missing images, which reduced the user's clarification of what the attractions may look/feel like.

2. Analysis & Recommendation

3. IA Refinement

To address the issues above, I simplified the user tour package searching journey. I took out the three searching options from the landing page, limited tour package information with only a tour title, duration, price range, and rating. I also created a responsive layout for the site, and a Plan My Tour/Private Tour feature. Please see the design After.

4. Home Page Redesign

Although there were 7000+ guided tours and vacation packages available, the customers wanted the flexibility to create their own tour by utilizing the existing attractions or requesting a tour from the editors that meets their needs.

Challenges

1. Provide available attractions or tour packages for customers to assemble by themselves

2. Offer a planning tool that allow the customer to create their own experience.

My Role

I led the private tour planner design process and worked with the tour content editors on the tour configuration page.