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If only I could make the
perfect travel website
   Jason Till, Digital Production Director, Designate
It would
•   Know what I like                               •   Alert me
     •   – e.g. architecture, kite surfing, good        • via a widget, gadget, or RSS feed
        food – and make suggestions                         when a deal which was relevant to me
•   Provide believable reviews                              appeared
     • from people like me                         •   Know my budget
•   Have multimedia                                     • but know when I’d be prepared to
                                                            break it.
     • - a short video documentary of the          •   Know where I lived
        destination. IPIX and photo gallery
•   Show me an interesting events calendar              •    and be able to calculate the price of
                                                            my train ticket to the airport and
     • which could be personalised to me                    compare this with different airport
        and integrate with my Outlook diary                 locations and the total holiday cost
•   Give me a map-driven itinerary                 •   Provide group travel functionality
     • with local transport information which I         • (which could integrate with Facebook).
        could download using to my mobile          •   Have a “wish list / shortlist”
        device, display on a map and share
        with other people by bluetoothing it to         • which other people could login to and
        them – with GPS                                     see and add to.
•   Be beautiful to look at                        •   Be easy to use
                                                   •   Never break
There’s no such thing as the
   perfect travel website
- but most of the functionality I’ve mentioned
   already exists across a number of them
Legacy systems can
constrain how travel sites
          work



  But you still have a lot of
 control over brand (selling,
   imagery) and usability
Today
• A quick anatomy lesson
• Audience research – what this tells us about what people
  want
• The importance of the brand and communication
• The (broken) customer journey
• Some dos and don’ts
• Building blocks you need, process and specialist skills
A basic anatomy
lesson
Basic anatomy of a home
    page       Clearly-placed contact number

 Brand logo

                                               Hero shot
                                               with deals
Search




                                                Promos

Newsletter
registration


                  Listed deals / offers
Behind the scenes it can be complex

                                           SEO



                                                 Travel search                              Templates
  Booking         CRM
             Booking                 Content

                                                      Destination                                                      “Selling”
                                    Inventory                              Weather             Events          UGC
                                                       Guides                                                           content
                  Sign up
                                                                                                                                     Content
                                                      XML / Webservice   XML / Webservice   XML / Webservice
                                                                                                                                   Management
                      RSS
                                   XML / Webservice


    Secure
                                                                                                                     Multimedia
   payment            Email
   gateway



                               5     3rd party          3rd party          3rd party          3rd party
                           4
                       3
                  2
             1
                 Analytics

                                     3rd party
                                                                          3rd Party data


                                     3rd party
What is perfect?
Traveller (generic)          The challenge is
                               to tie these
Price Location Inspiration       together
Flexibility Rich Content
Childcare Choice                          E-commerce Director

Extras Fun                                      Optimised for SEO
                                                     Data capture
Luxury
                                         Conversion High margin
Deals
                                            Low booking latency
                                                 Low click to book
                                        Low cost of maintenance
                                      Performance Easy upkeep
Understanding the
traveller
Examining Travellers’ primary motivations

  Safety, security and
   privacy guarantees
                            Family
  Childcare
                           motivated
                                                                                                 Efficiency
  Flexibility               26%
                                                                                                 Control
  Unknown brand
                                                                                                 Compare/contrast
                                                                                     Career       results and details.
                                                                                    motivated
 Social computing                                                                    43%
                                                                                                 Slow-to-load Web sites
 Audio, video, colour
                                                                                                 Elaborate Flash-based
 Virtual tours                                                                                   intro screens
 Highly impulsive –                                                                             Not enough detail
  excellent target for
  cross selling and last
  minute offers – RSS
  feeds etc.
 Poor design
                             Entertainment
 Too much text                motivated
                                 31%


                                       Source: Forrester's Technographics Q2 2007
                                       European Benchmark Mail Study” &Designate
                                                    Communications
Travel research is among the most popular online activity




      Use free Web-based email (e.g.,
                                                                                               50%
                Hotmail)

         Research holiday destinations                                                         50%

 Prepare trips online (maps, directions)                                                      48%

                      Read news online                                                        46%

                                       Use IM                                           40%

                    Use reference sites                                                 39%

             Look up sports information                                           28%
                                  Base: Online Europeans leisure travellers
                                       (multiple responses accepted)
                          Source: Forrester’s Consumer Technographics® May 2007
Travel dominates online leisure category usage



                                                                                         44%
     Leisure travel            11%
                                         16%
                                                                                37%
            Books                          17%
                                            18%
                                                                   29%
      Event tickets            11%                                                    Researched online
                                 13%
                                                               27%                    Researched online, bought
CDs/tapes/records            10%
                              11%                                                     offline
                                                                                      Bought online
                                                               27%
          Clothing                13%
                                 12%

Music tracks (e.g.,                                      24%
                      4%
     MP3s)             5%
                                                         24%
     Videos/DVDs            8%
                              10%


                                Base: Online Europeans leisure travellers
                                     (multiple responses accepted)
                        Source: Forrester’s Consumer Technographics® May 2007
European “Lookers and Bookers” are an elite group



                                          Offline leisure               Online leisure
                                            travellers                    travellers

                     Age                           54                              39


                   % Male                        45%                               53%


              Education (upper)                  14%                               37%


               Income (upper)                    19%                               41%


              # leisure trips/year                4.8                              5.5




                                    Base: Online European leisure travellers
                           Source: Forrester’s Consumer Technographics® May 2007
Old customer journey
Life’s getting
complicated
New customer journey

     “Iterative Ideation”



   Looking                      Decided                     On location                 Back home
         a destination OR experience




                                                                          Travelling
                                           Travelling
                            
                                                        
                                                                                        
        
                                                        experiencing
                                                                                       sharing memories
                                research                communicating
                                                                                        thinking about
   Inspiration                                                                          the next trip
Travel sector companies aren’t as
 good as they could be at selling
              online
“Advertising at its worst has been killed by the Internet”*

• Sites don’t differentiate brands or tailor their product
  offering to suit people’s needs nearly enough
• Competition is still largely focussed on price and volume
  represented as “choice”
• As the research shows, customers want more


*(Maurice Saatchi)
emotional

Research has shown that strong
online branding increases
purchase intent but only if the
site meets basic usability
standards.
                       Rational /
                       practical
Design for the emotional and rational

      The company I buy leisure travel from           Lookers        25%                                   Trust -online than 2/3 need
                                                                                                              All More
      doesn't matter as much as getting the                                                                   leisure
                                                      Bookers              33%                             reassurance
           absolutely lowest fare/rate                                                                        travelers


 Staying within my budget is more important                                           46%                   More than ½ could be inspired
                                                                                                               Bookers
  than going to my first-choice destination                                   37%                           to spend more


    I will pay above-average prices for better                            31%
                                                                                                       1/3 will pay more for quality
         quality travel products or service                                  37%


  I will pay more for travel products that save                               36%             More than 1/3 people will pay extra if the
                                                                                              site can dynamically package and the
              me time and hassle                                                41%
                                                                                              usability is good

   Price is more important to me than brand                                              50% An interesting split – shows that people will
                   names                                                                 50% shop around if they don’t get what they want


                                                                                      46%                    You can attempt to get 2/3 of
  Travel is an area in which I indulge myself
                                                                                                     65%     people to indulging themselves




                                                     Base: Online Europeans leisure travellers
                                                          (multiple responses accepted)
                                             Source: Forrester’s Consumer Technographics® May 2007
Aligning user and brand
             Site effectiveness – Your                                               Site efficiency
                differentiation – the                                             Your “hygiene factor”
                    opportunity                                                    the fundamentals
 User                  Emotional                                                   Rational / practical
         •   Adventure                                            •   Where is it?
         •   Escape                                               •   Who do I call?
         •   Romance                                              •   How do I get there?
         •   Luxury                                               •   Does the site work properly?
         •   Spa                                                  •   Is it in my price range?
         •   Nightlife                                            •   Can I get a refund?
         •   Sport
         •   Culture
         •   Food

 Brand                         Image                                                             Action
                          (brand position)                                                  (brand delivery)
         •   Is the proposition supported by the content?         •   Does the site support the user goals (e.g. book / register /
         •   E.g. if it promises the “best holidays” is this          search)?
             backed up by a an engaging, rich / rewarding user    •   Is the site language easy to understand?
             experience?                                          •   Are the icons and graphics easy to understand?
         •   Does multimedia and imagery support promise?         •   Does it meet accessibilty requirements?
         •   Is the imagery / layout / aesthetic appealing for    •   Does it display and the functionalitywork in all main browsers
             the target audience?
         •   Language – tone of voice, clarity, lack of jargon.
Get the emotional proposition right - The
Creative Brief
• What’s your proposition?
• What are your objectives?
• What’s the market insight?
• What are the consumer insights?
• What’s the single most important thing to say?
• Reasons to believe (compelling truths)?
• What do you want them to do?
• How do you want them to feel?
Case Study
From this…
… to creating an emotional proposition that resonates
with people’s interests

•   Kayaking
                                                        •   Gardens
•   Surfing
                                                        •   Country and
•   Kitesurfing
                                                            coastal walks
•   Coasteering
                                                        •   Country parks
•   Mountain
    biking




                         •   Museums and galleries
                         •   Performing arts
                         •   Arts and crafts
                         •   Food and drink
Think about how the BBC has
repackaged Ski Sunday
• More lifestyle
• More like Top Gear
• Not just the racing and results
• Placing normal people in the picture, not just
  super-athletes
• More magazine-like – features on
  food, adventure, wildlife, trekking, training
• More inclusive
Design for real
users
Get the practical / rational stuff right: apply a user-centred design
approach and achieve true usability

•   Design for real people
     •   Create personas (pen portraits) and think about their objectives
     •   Use these to help model your route through the Website
•   Test your assumptions with real people
•   Increases ROI No single rule of thumb, but…
     •   Case studies for e-commerce sites after a usability-led redesign have seen over 100%
         increase in revenue.
     •   Investment generally considered to payback 10:1
•   Increase transactions / purchases
•   Increases traffic
•   Retains customers
•   Attracts more customers
•   Increases user satisfaction
•   http://www.usabilityprofessionals.org/usability_resources/usability_in_the_real_world/
    roi_of_usability.html
Get it working in ALL main browsers




                                      31/1/2008 W3 Counter.com
Let’s look at some
examples
✗Unclear proposition – no anchoring
               ✗Confusing / unclear
Brand logo                          statement or strapline ✗No emotive
                 categorisation
                                               photography
                                          RSS feeds

                                                              Contact


                                                               Search




✗ Menu 2 X
too long –                                                   Promos
needs to be
kept to 6 or
7 items for
usability


                     List of Deals
                                     Some “inspiration” (if limited)
✗ No brand positioning ✗ no strapline ✗ imagery could be better

 Brand logo                            Contact                                  RSS feed
                                                           Deals




                                                                                     ✗
                                                                                  Benefits
                                                                                  not sold

Search                                                                              
                                                                                Socialboo
                                                                                k-marking

                                                                                 Sign up



                                                                                 Award

  Offers
                                                                        Inspiration
✗ no positioning ✗ no strapline ✗ limited imagery ✗ no sign up
                        ✗ no differentiation ✗ no contact
                                                                 Search
Brand logo                                         Deals




  RSS




    Offers
Inspirational “hero shot”
             Clear positioning




                                                             ✗Text too
                                                             dense –
Simple
                                                             needs to
navigation
                                                             be broken
menu
                                                             up




                                  Clear layout; good use of imagery
Inspirational “hero shot”
 Good anchoring statement (if wordy)           and good use of imagery




Simple
navigation
menu




                                        ✗no deals ✗no contact number
             Clear layout              ✗positioning could be stronger
                                        – maybe a strapline
Beautiful hero shot with
  Excellent positioning strapline   inspirational message



                                                        Text
                                                        resizer –
                                                        good
                                                        usability
                                                        accessibility




                                                         User
                                                         generated
                                                         content




Clear layout and
design
Beautiful hero shot with
   Excellent positioning strapline   inspirational message




                                                        ✗deals
                                                        could be
                                                        pushed




                                                         Good
                                                         inspiration /
Clear                                                   selling copy
layout and
design
“Coffee Table
Websites”
Clear brand proposition
                       Excellent positioning statement
                                                  Beautiful imagery

Categorised
by experience
- with
inspirational
copy - it’s not
all about
price and
location




 Official
logos
inspire trust



            ✗even though it’s a “quality” Website, offers could be pushed
Clear brand proposition with Excellent positioning statement

 Not afraid to            Beautiful imagery with simple, emotive copy
 sell offers




Award
winning –
builds trust




Categorise
d by
experience –
more
inspirational
Beautiful imagery
Clear anchoring
                                        Emotive selling / seasonal offer
statement
                                                                    Search
                                                                   help
                                                                   clearly
                                                                   appeals to
                                                                   how real
                                                                   users think




                                                                  ✗E-mail
                                                                  sign-up
                                                                  below “the
                                                                  fold”
Towards perfection
Shortlists
Gadgets and Widgets
Microformats
http://en.wikipedia.org/wiki/Microformats (technical).




 Lastminute.com’s “add to my calendar” function.
Expedia’s UGC rating system
Getting more out of mapping




Search returns further results within                  Results
          a 10 mile radius            Distances from   categorised by
                                      accommodation    type of
                                      shown in miles   experience
Less than perfect
  Functionality that fails to deliver
Calendars!
Calendars!
Calendars!
Calendars!
Calendars!
Almost perfect…
Errors
Errors
Errors
Errors
Any London?




I want Gatwick and Heathrow
   NOT Stansted or Luton
Email sign-up problems
Email sign-up problems
Email sign-up problems
Getting there
Traditional Website Map
About   Contact        Help                T&Cs




                                                     Home




            Search /                              Destination
                              Deals / offers                    Reviews   Booking
             results                                guides
Understanding your site within context of the customer
                journey will make your site work harder

                               Inspiration

                                                              Planning                                                                                                 Share


                                                                                                    Booking

   Search
                                                 Search            Offers                                                                              Experience
                                                 results          (detail)
                                                                                Group                       Booking
                                                                                travel                     Assistance
                                                                 Country         form

   Browse                                                          pages
                                               Product            (maps,
                                                pages            climate,
                                                                travel tips
                                                                    etc.)
                                                                                                         Online                            Call centre
   Promos

                    Getting to a simple result can be complicated…
                    Home                                                                                                                     Form                                                 Post
                                                                                                            Booking                        contents                                                tour
                                                                                                             Flow                           to call                                               Email
                                               Brief itin.                     How would                                                    centre
                                                                               you like to
                                                                City pages       book?
                                                Full itin.

                                                  Maps                                                                          Callback


Corporate
                                                 Hotels                                                                                          Community

 T&C        Jobs
                      Press                                      Create your
                                                                                                                                                                    Tours         Photo /
                    releases                     Dates          own brochure                                                                          Reviews
                                                                                                                                                                   reunited    video gallery

                                                                                                             Telephone
Green     Opening
issues     hours                                                                                                                                       Tell a                      Online
                                                                                                                                                                  Wallpapers
                                                                                                                                                       friend                      Qstnre
                                                                                                     Call me
                                             User utilities
                                                                 Personal
                                             Insurance            sales
                                                                consultant


                                              Travel            Currency
                                              Extras            converter
                                                                                              Your personal pages
                                                                                             Pre holiday                                   During holiday                                      Post holiday
                                                                                                                        Personal            Family                        Hotel
                                                                                                           Items for                                                                            Question
                                                                                               My info                   sales                and         Day’s itin     contact
                                                                                                              dist                                                                               naire
                                                                                                                       consultant           friends                      details
Surface
                                                                          Visual design is
                                                                          late in the
Skeleton
                                                                          process.



Structure




 Scope




Strategy




            By Jesse James Garrett of Adaptive Path - http://www.jjg.net/ia/
How to get there
 Understand marketing objectives, target
audience, benchmark the competition and                                                      Benchmarks
         create the proposition.                                                              and KPIs



               Discover

                             Define

                                            Design
              Delivering
              the project
                                                             Develop


                                          Iterate / apply learning              Deliver

         Delivering the User
             Experience                                         Surface
                                                     Skeleton
                                         Structure
                                 Scope
                      Strategy
                                                       Apply to ongoing site improvement



       Create audience personas                Testing, iterative                          Lifetime testing
        – pen portraits of people          prototyping, focus groups
Key performance factors - usability
•   Is the essential content available where needed?
•   Is essential function available where needed?
•   Are category and subcategory names clear and mutually exclusive?
•   Does the site use language that’s easy to understand?
•   Does the site use graphics, icons, and symbols that are easy to
    understand?
•   Is text legible?
•   Are interactiveelements easily recognizable?
•   Does the site perform well?
A “recipe” for creating the perfect travel Website

•   Establish a clear brand proposition: differentiate
     •   Make sure this comes through in all content – words, pictures, moving images
•   Get to know how people think about holidays – experience – take your top 20
    destinations and re-categorise all the holidays into “experiences”
•   Test with real users before you commit to a final design
•   Think about where your Website sits in the overall customer journey and what
    features you can employ to extend it’s reach, and where you can push information to
    them, and pull them back in to create content for you.
•   Employ an Information / User Experience Architect (from a usability or design
    agency)
•   Keep an eye on the detail – small issues can irk big time
•   Make sure it works in all main browsers and doesn’t rely on Javascript
•   Keep benchmarking your site against others.
•   Keep testing your site for performance - fix it if it breaks
Thank you for listening
   jason@designate.co.uk

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If Only I Could Create the Perfect Travel Website (2008)

  • 1. If only I could make the perfect travel website Jason Till, Digital Production Director, Designate
  • 2. It would • Know what I like • Alert me • – e.g. architecture, kite surfing, good • via a widget, gadget, or RSS feed food – and make suggestions when a deal which was relevant to me • Provide believable reviews appeared • from people like me • Know my budget • Have multimedia • but know when I’d be prepared to break it. • - a short video documentary of the • Know where I lived destination. IPIX and photo gallery • Show me an interesting events calendar • and be able to calculate the price of my train ticket to the airport and • which could be personalised to me compare this with different airport and integrate with my Outlook diary locations and the total holiday cost • Give me a map-driven itinerary • Provide group travel functionality • with local transport information which I • (which could integrate with Facebook). could download using to my mobile • Have a “wish list / shortlist” device, display on a map and share with other people by bluetoothing it to • which other people could login to and them – with GPS see and add to. • Be beautiful to look at • Be easy to use • Never break
  • 3. There’s no such thing as the perfect travel website - but most of the functionality I’ve mentioned already exists across a number of them
  • 4. Legacy systems can constrain how travel sites work But you still have a lot of control over brand (selling, imagery) and usability
  • 5. Today • A quick anatomy lesson • Audience research – what this tells us about what people want • The importance of the brand and communication • The (broken) customer journey • Some dos and don’ts • Building blocks you need, process and specialist skills
  • 7. Basic anatomy of a home page Clearly-placed contact number Brand logo Hero shot with deals Search Promos Newsletter registration Listed deals / offers
  • 8. Behind the scenes it can be complex SEO Travel search Templates Booking CRM Booking Content Destination “Selling” Inventory Weather Events UGC Guides content Sign up Content XML / Webservice XML / Webservice XML / Webservice Management RSS XML / Webservice Secure Multimedia payment Email gateway 5 3rd party 3rd party 3rd party 3rd party 4 3 2 1 Analytics 3rd party 3rd Party data 3rd party
  • 9. What is perfect? Traveller (generic) The challenge is to tie these Price Location Inspiration together Flexibility Rich Content Childcare Choice E-commerce Director Extras Fun Optimised for SEO Data capture Luxury Conversion High margin Deals Low booking latency Low click to book Low cost of maintenance Performance Easy upkeep
  • 11. Examining Travellers’ primary motivations  Safety, security and privacy guarantees Family  Childcare motivated  Efficiency  Flexibility 26%  Control  Unknown brand  Compare/contrast Career results and details. motivated  Social computing 43%  Slow-to-load Web sites  Audio, video, colour  Elaborate Flash-based  Virtual tours intro screens  Highly impulsive –  Not enough detail excellent target for cross selling and last minute offers – RSS feeds etc.  Poor design Entertainment  Too much text motivated 31% Source: Forrester's Technographics Q2 2007 European Benchmark Mail Study” &Designate Communications
  • 12. Travel research is among the most popular online activity Use free Web-based email (e.g., 50% Hotmail) Research holiday destinations 50% Prepare trips online (maps, directions) 48% Read news online 46% Use IM 40% Use reference sites 39% Look up sports information 28% Base: Online Europeans leisure travellers (multiple responses accepted) Source: Forrester’s Consumer Technographics® May 2007
  • 13. Travel dominates online leisure category usage 44% Leisure travel 11% 16% 37% Books 17% 18% 29% Event tickets 11% Researched online 13% 27% Researched online, bought CDs/tapes/records 10% 11% offline Bought online 27% Clothing 13% 12% Music tracks (e.g., 24% 4% MP3s) 5% 24% Videos/DVDs 8% 10% Base: Online Europeans leisure travellers (multiple responses accepted) Source: Forrester’s Consumer Technographics® May 2007
  • 14. European “Lookers and Bookers” are an elite group Offline leisure Online leisure travellers travellers Age 54 39 % Male 45% 53% Education (upper) 14% 37% Income (upper) 19% 41% # leisure trips/year 4.8 5.5 Base: Online European leisure travellers Source: Forrester’s Consumer Technographics® May 2007
  • 17. New customer journey “Iterative Ideation” Looking Decided On location Back home a destination OR experience Travelling Travelling     experiencing sharing memories research communicating thinking about Inspiration the next trip
  • 18. Travel sector companies aren’t as good as they could be at selling online
  • 19. “Advertising at its worst has been killed by the Internet”* • Sites don’t differentiate brands or tailor their product offering to suit people’s needs nearly enough • Competition is still largely focussed on price and volume represented as “choice” • As the research shows, customers want more *(Maurice Saatchi)
  • 20. emotional Research has shown that strong online branding increases purchase intent but only if the site meets basic usability standards. Rational / practical
  • 21. Design for the emotional and rational The company I buy leisure travel from Lookers 25% Trust -online than 2/3 need All More doesn't matter as much as getting the leisure Bookers 33% reassurance absolutely lowest fare/rate travelers Staying within my budget is more important 46% More than ½ could be inspired Bookers than going to my first-choice destination 37% to spend more I will pay above-average prices for better 31% 1/3 will pay more for quality quality travel products or service 37% I will pay more for travel products that save 36% More than 1/3 people will pay extra if the site can dynamically package and the me time and hassle 41% usability is good Price is more important to me than brand 50% An interesting split – shows that people will names 50% shop around if they don’t get what they want 46% You can attempt to get 2/3 of Travel is an area in which I indulge myself 65% people to indulging themselves Base: Online Europeans leisure travellers (multiple responses accepted) Source: Forrester’s Consumer Technographics® May 2007
  • 22. Aligning user and brand Site effectiveness – Your Site efficiency differentiation – the Your “hygiene factor” opportunity the fundamentals User Emotional Rational / practical • Adventure • Where is it? • Escape • Who do I call? • Romance • How do I get there? • Luxury • Does the site work properly? • Spa • Is it in my price range? • Nightlife • Can I get a refund? • Sport • Culture • Food Brand Image Action (brand position) (brand delivery) • Is the proposition supported by the content? • Does the site support the user goals (e.g. book / register / • E.g. if it promises the “best holidays” is this search)? backed up by a an engaging, rich / rewarding user • Is the site language easy to understand? experience? • Are the icons and graphics easy to understand? • Does multimedia and imagery support promise? • Does it meet accessibilty requirements? • Is the imagery / layout / aesthetic appealing for • Does it display and the functionalitywork in all main browsers the target audience? • Language – tone of voice, clarity, lack of jargon.
  • 23. Get the emotional proposition right - The Creative Brief • What’s your proposition? • What are your objectives? • What’s the market insight? • What are the consumer insights? • What’s the single most important thing to say? • Reasons to believe (compelling truths)? • What do you want them to do? • How do you want them to feel?
  • 26. … to creating an emotional proposition that resonates with people’s interests • Kayaking • Gardens • Surfing • Country and • Kitesurfing coastal walks • Coasteering • Country parks • Mountain biking • Museums and galleries • Performing arts • Arts and crafts • Food and drink
  • 27. Think about how the BBC has repackaged Ski Sunday • More lifestyle • More like Top Gear • Not just the racing and results • Placing normal people in the picture, not just super-athletes • More magazine-like – features on food, adventure, wildlife, trekking, training • More inclusive
  • 29. Get the practical / rational stuff right: apply a user-centred design approach and achieve true usability • Design for real people • Create personas (pen portraits) and think about their objectives • Use these to help model your route through the Website • Test your assumptions with real people • Increases ROI No single rule of thumb, but… • Case studies for e-commerce sites after a usability-led redesign have seen over 100% increase in revenue. • Investment generally considered to payback 10:1 • Increase transactions / purchases • Increases traffic • Retains customers • Attracts more customers • Increases user satisfaction • http://www.usabilityprofessionals.org/usability_resources/usability_in_the_real_world/ roi_of_usability.html
  • 30. Get it working in ALL main browsers 31/1/2008 W3 Counter.com
  • 31. Let’s look at some examples
  • 32. ✗Unclear proposition – no anchoring ✗Confusing / unclear Brand logo statement or strapline ✗No emotive categorisation photography RSS feeds Contact Search ✗ Menu 2 X too long – Promos needs to be kept to 6 or 7 items for usability List of Deals Some “inspiration” (if limited)
  • 33. ✗ No brand positioning ✗ no strapline ✗ imagery could be better Brand logo Contact RSS feed Deals ✗ Benefits not sold Search  Socialboo k-marking Sign up  Award Offers Inspiration
  • 34. ✗ no positioning ✗ no strapline ✗ limited imagery ✗ no sign up ✗ no differentiation ✗ no contact Search Brand logo Deals RSS Offers
  • 35. Inspirational “hero shot” Clear positioning ✗Text too dense – Simple needs to navigation be broken menu up Clear layout; good use of imagery
  • 36. Inspirational “hero shot” Good anchoring statement (if wordy) and good use of imagery Simple navigation menu ✗no deals ✗no contact number Clear layout ✗positioning could be stronger – maybe a strapline
  • 37. Beautiful hero shot with Excellent positioning strapline inspirational message Text resizer – good usability accessibility User generated content Clear layout and design
  • 38. Beautiful hero shot with Excellent positioning strapline inspirational message ✗deals could be pushed Good inspiration / Clear selling copy layout and design
  • 40. Clear brand proposition Excellent positioning statement Beautiful imagery Categorised by experience - with inspirational copy - it’s not all about price and location  Official logos inspire trust ✗even though it’s a “quality” Website, offers could be pushed
  • 41. Clear brand proposition with Excellent positioning statement Not afraid to Beautiful imagery with simple, emotive copy sell offers Award winning – builds trust Categorise d by experience – more inspirational
  • 42. Beautiful imagery Clear anchoring Emotive selling / seasonal offer statement  Search help clearly appeals to how real users think ✗E-mail sign-up below “the fold”
  • 48. Getting more out of mapping Search returns further results within Results a 10 mile radius Distances from categorised by accommodation type of shown in miles experience
  • 49. Less than perfect Functionality that fails to deliver
  • 60. Any London? I want Gatwick and Heathrow NOT Stansted or Luton
  • 65. Traditional Website Map About Contact Help T&Cs Home Search / Destination Deals / offers Reviews Booking results guides
  • 66. Understanding your site within context of the customer journey will make your site work harder Inspiration Planning Share Booking Search Search Offers Experience results (detail) Group Booking travel Assistance Country form Browse pages Product (maps, pages climate, travel tips etc.) Online Call centre Promos Getting to a simple result can be complicated… Home Form Post Booking contents tour Flow to call Email Brief itin. How would centre you like to City pages book? Full itin. Maps Callback Corporate Hotels Community T&C Jobs Press Create your Tours Photo / releases Dates own brochure Reviews reunited video gallery Telephone Green Opening issues hours Tell a Online Wallpapers friend Qstnre Call me User utilities Personal Insurance sales consultant Travel Currency Extras converter Your personal pages Pre holiday During holiday Post holiday Personal Family Hotel Items for Question My info sales and Day’s itin contact dist naire consultant friends details
  • 67. Surface Visual design is late in the Skeleton process. Structure Scope Strategy By Jesse James Garrett of Adaptive Path - http://www.jjg.net/ia/
  • 68. How to get there Understand marketing objectives, target audience, benchmark the competition and Benchmarks create the proposition. and KPIs Discover Define Design Delivering the project Develop Iterate / apply learning Deliver Delivering the User Experience Surface Skeleton Structure Scope Strategy Apply to ongoing site improvement Create audience personas Testing, iterative Lifetime testing – pen portraits of people prototyping, focus groups
  • 69. Key performance factors - usability • Is the essential content available where needed? • Is essential function available where needed? • Are category and subcategory names clear and mutually exclusive? • Does the site use language that’s easy to understand? • Does the site use graphics, icons, and symbols that are easy to understand? • Is text legible? • Are interactiveelements easily recognizable? • Does the site perform well?
  • 70. A “recipe” for creating the perfect travel Website • Establish a clear brand proposition: differentiate • Make sure this comes through in all content – words, pictures, moving images • Get to know how people think about holidays – experience – take your top 20 destinations and re-categorise all the holidays into “experiences” • Test with real users before you commit to a final design • Think about where your Website sits in the overall customer journey and what features you can employ to extend it’s reach, and where you can push information to them, and pull them back in to create content for you. • Employ an Information / User Experience Architect (from a usability or design agency) • Keep an eye on the detail – small issues can irk big time • Make sure it works in all main browsers and doesn’t rely on Javascript • Keep benchmarking your site against others. • Keep testing your site for performance - fix it if it breaks
  • 71. Thank you for listening jason@designate.co.uk