Wris Travel Agency is one of the largest Estonian travel agencies, operating since 1991. They have a modern approach on business and this also applies to their e-channels.
A travel agency’s site is something that is used by all sorts of people with various computer skills – from the novice and the elderly to people who know everything there is to know about the internet.
This means that the navigation and the overall information architecture needs to be clear and understandable for a wide variety of people, from all kinds of backgrounds.
Good navigation is especially important in those rare cases when you happen to find yourself in a country on the brink of war or if you need quick information about a certain travel terms. For example when your flight is canceled or baggage gets lost.
Business goals in a nutshell
- Higher conversions
- Clear value propositions
- A more personal tone of voice
- Better navigation and search
- Future proof – the structure of the website can be easily converted to responsive
Just like any project, this also started with dissecting the existing website and mapping out the possibilities. For the latter we used storyboarding as our main tool. This was followed by prototyping where we started to play with various ideas and worked out the necessary forms.
The forms took a good amount of time to complete. During the fine tuning phase we also did some user tests where we found out what we needed to change in order to get a better end result.
First the prototype then the visuals
If your house is on the brink of collapsing then there is no need to start with the interior design. Before you start to even think about it, you need to build a solid foundation that is usable even when the interior or exterior facade. In web projects the role is filled by a high-fidelity prototype
We highly recommend to see if the prototype is really done before the design because you will generally get a lot of ideas during it and prototyping along with user testing also helps to avoid major mistakes. You can also quickly see the results with your own eyes.
Prototyping helps you to quickly figure out what works and what doesn’t. You can play out even the most complicated of real life scenarios. It is a quick and ultimately a very effective tool to use.
Say NO to extravagant design!
The goals of the website is mainly to give out important information and a good overview of the travel offers. This is why we tossed out the wackiest of our design ideas and concentrated on what matters the most – functionality.
Information noise is almost non-existent and fresh content pictures help to induce positive emotions in the visitors.
When building the website we used several little psychological tricks which resulted in a site that is aesthetically great to look at, is trustworthy and invites you to come back to it when you need to book your travels.
The job of the visuals is to convince the client that the website is trustworthy. A lot of decisions are in fact impulse decisions and it is up to the visuals to close the deal.
- Conversion rate made a huge jump upwards
- Navigation is faster
- Online booking is faster
- The loading time of the page is quicker
But we are not stopping here
Wris’ homepage is constantly developing and we do recommend coming back tho this case study in a few months or so. Our goal is to create the best website of 2014 in the travel category.
If you have any ideas or thoughts you want to share with us then do let us know about them. The developer of the website was our client’s partner Futulabs.