Project background

As part of a larger website redesign, there was a requirement by the client to look specifically at improving conversions through holiday bookings. This had previously been a small portion of revenue for the business, but as part of a larger overarching strategy, more of a focus was placed on holidays in an attempt to nurture future potential buyers.

Journey Mapping

Our first goal was to understand the holiday journey from start to finish and identify what core actions were required to complete a booking.

The holiday booking system was a bespoke system that was very limited in it's functionality and immediately put limitations on what we could/couldn't do to the core journey.

The search criteria in particular required specific dates in order to pull availability and would often return zero results. This was flagged as a technical limitation, however in order to counteract this problem the best we could, we implemented alternative results at different parks to avoid dead ends in the search journey.

The ability to search via "all parks" was implemented to increase search results and avoid a zero result situation. As part of this, we also implemented more in-depth filtering to allow users to easily refine their search.

The card design focused on presenting key information to allow users to quickly compare accommodation types and speed up decision making.

To reduce booking steps, we provided users a "book now" option directly from search results with the option to "view more" should they require more detail about the accommodation before proceeding to book.

Accommodation information was designed to be scannable and prioritise key features upfront to allow users to gather key information efficiently without the need to scroll very far.

The booking system featured a 1-step checkout which, from previous studies, has shown to reduce clicks and lends itself to mobile scrolling.

The key focus on this page was provide a clear breakdown of booking information and pricing, as well as only request the bare minimum information required by the user to complete their booking.

The booking confirmation page was previously overlooked, however we used this page to provide users with helpful information regarding their stay, including:

• Park address information with a link to Google maps for directions

• Park contact information

• Pricing breakdown, showing any deposits made plus remaining balances

• Discount information for local attraction