Package Page
Redesign
2019
Overhauled the package page which reduced the bounce rate by 9% and increased the average duration by nearly 25%
field
UI, UX
client
Holidays Vertical, Tripoto
Objective
Rebuild the package page with the goal of increasing user engagement and conversion rate
User Group
People with medium to high intent to travel
Tools Used
Data Analysis
Competitive Analysis
Usability testing
Pen and paper
Sketch
Highlights
Improved content structure
based on competitive analysis and usability testing.
Used UX laws of grouping, colour and text hierarchy to make content consumption quick and easy.
Designed differently for mobile web based on user behaviour on small screens
Process Followed
1
Heuristic evaluation in order to understand usability problems.
2
Competitive analysis to observe competitor's content strategy
3
Cross-functional team discussions to create a plan of execution
4
User flows and wireframing
5
High Fidelity Design
6
Iterations
Challenges
-
Majority of our user traffic comes on mobile browser, so it was important to optimise their experience on small screens. Design for mobile focused more on navigation and conversion of CTAs
-
Avoiding overcrowding of information and keeping minimum number of focal points on the page so that the user can easily scan through it and find what they are looking for.
Design for Desktop & Mobile Browser
