The Table Less Traveled redesign

 
Visual Design: Anupam Choudhary

Visual Design: Anupam Choudhary

 
 
 

Introduction

Redesign of a boutique travel website to double booking inquiries and number of travel packages sold by end of 2019.

 
 

DURATION
3 weeks

ROLE
Interaction Design
 

TEAM
Anastasia Tavare (User Research), Anupam Choudhary (Visual design/IA)

TOOLS
Pen & paper, Omnigraffle, Sketch, InVision

 

 
 

DEFINE

BACKGROUND

The Table Less Traveled creates extraordinary experiences that take travelers beyond local attractions, deep into local culture by offering exclusive access to special experiences unlike any other with local suppliers. They offer set date trips to three countries – Italy, Malaysia, and Peru—as well as a custom itinerary service for the customer that wants to travel their own way. The Table Less Traveled provides a curated journey each step of the way focusing on cultural immersion through food.

PROBLEM

The current website experience is not meeting new users’ goals of feeling effortlessly informed about international trip offerings. How can we create a website that is cohesive, informative, and easy to use?

SOLUTION

By creating an interface with (a) consistent branding, (b) clear copy, and (c) immersive images, users will stay longer on pages thus increasing the probability of capturing their imagination and leading them to inquiring further about a trip.

 

 

 
 

DISCOVER

INITIAL STATE

The Table Less Traveled website is a collection of pages that inform potential travelers about group travel packages, custom travel options, and other necessary information involved with traveling the world.

The existing main navigation consists of six options, two of which have dropdowns. Users noted that the navigation appeared simple; however, once users were deeper into specific destinations pages they described the pages as large and scattered with various bits of information. Important trip-specific information was hidden under non-animated dropdown arrows.

 

Hidden Pricing Inclusions + Exclusions

ttlt gif inclu exclu.gif

Hidden Itinerary Breakdown + Optional Extensions

ttlt itin gif.gif
 
 

HOMEPAGE

 

Users reported:

  1. Branding unfocused despite 12 high quality rotating images

  2. Value proposition unconvincing due to text size and copy

  3. Unimpressive small images

  4. Buried quote did not add credibility

  5. Users were unsure of what they were subscribing to due to lack of text content

 

home callout.png
 
 
 
 

PERSONAS

 

Our user researcher compiled her findings into a primary and secondary persona using data from Google Analytics and customer interviews. As our primary persona, Anna represents the 25-34 year old demographic which makes up the largest percentage (~40%) of web traffic.

DianeRice.png
 

 
 

DESIGN

COMPETITIVE ANALYSIS 

I started off by comparing 12 competing travel companies, sketching their homepage layouts to gain insight into current industry trends.

image2.png
Competitive Analysis TTLT.png

In order to better understand The Table Less Traveled's place in the market I conducted a competitive analysis on various components of four competitor websites. These companies selected were selected due to similar experiences offered.

 Each competitor had:

  • Large hero images

  • Fixed top navigation

  • Large call to actions with clear text

 

PAPER PROTOTYPES

After researching competitors, I designed wireframes to validate users’ goals. I executed five usability tests to assess effectiveness of the preliminary design.

Users reported:

  1. Homepage was cluttered and did not include a clear value proposition

  2. Redesign was suffering from major call to action issues

  3. Clear placement and size of pictures

  4. Effective expanded itinerary content

  5. Trip comparison page provides at-a-glance comparison

  6. FAQ section confusing and felt out of place

paper proto ttlt display CO.png
 
 
 

CLICKABLE PROTOTYPE

Following multiple iterative paper prototypes and additional usability tests, I created and tested a clickable prototype with five users to further refine my design.

ttlt all screens.png
ttlt proto gif.gif
 

HOME PAGE ITERATIONS

The "what sets us apart" section on the home page saw four main iterations. I found that oversimplifying details led to more questions than answers. However, displaying too much information was overwhelming and redundant. The final iteration displayed beautiful, simple images that informed users about The Table Less Traveled and its core values, and users reported the combination as straightforward and enjoyable to use. 

Iteration A B.png

1. Users immediately clicked images expecting links elsewhere
2. "Logistics" was vague, especially without additional information
3. "Learn more" button was added to link to the FAQ page

 
Iteration C Finals.png

4. Image size increased to better display company values
5. Descriptive text already present on site was relocated for better visibility
6. Image and text sections combined as users found the prior iteration redundant

 
 
 

Final Design

Once my clickable prototype design was complete and ready to redline for pixel perfection, our visual designer took my wireframes and applied color, imagery, and typography consistent with his branding research. These aspects are:

Intimate, but not in-depth

Playful, but not comical

Relaxed, but not breezy

 
 
 

 
 

REFLECTIONS

RESULTS

Overall, the project resulted in a high-fidelity comp that exceeded executive leaderships’ expectations. Usability tests uncovered that the redesign resulted in an experience matching the users expectations regarding how a modern online travel company should feel. Users were able to compare travel packages and specific itinerary details with ease, and they reported feeling prepared for traveling abroad. Our team expects these results will translate to revenue once the website goes live.

NEXT STEPS

I would like to work on the design of the payment processing and implement a system into the site. Currently, users are routed to a third-party website to process payment, which results in a segmented experience.

WHAT I LEARNED

Time management and scope are important to address early on. I spent a good deal of time brainstorming branding ideas with the visual designer, which ultimately affected the time it took to deliver my wireframes to him. On the next project I will create a more detailed daily planner with goals and deliverable deadlines.