Luxury Travel Service Provider Website
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I hope everyone is having an amazing day/week so far!
I want to start a series of projects called "No one asked me, but I know how to improve". In this series, I will take a real case and try to bring some suggestions on what I would do to improve the UI/UX of a website/app, not just by talking but also by showing how I would do it.
Today, I want to show a redesign of a travel service provider website. Due to copyright reasons and not wanting to offend anyone, I will not share a screenshot or link of the website I used as a reference.
Here is a brief overview of the redesign:
The navigation top and bottom lines have been changed to be more prominent and easier to use.
The filter section has been slightly modified to be more pleasing and modern.
The call to action section has been made more persuasive.
I hope you like the redesign!
Here are some suggestions for how to improve the user-friendliness of the website:
Navigation
The website could be more user-friendly by improving the navigation. The current navigation is a bit confusing, and it's not always clear where to find information. For example, the main navigation bar only includes links to the "Hotels" page, "Homes & Villas" page, and "Tours & Cruises" page etc. It would be helpful to add links to the navigation for other pages on the website, such as the Home page, About page, Support & Help page, Contact page, etc.
As the navigation bar already has a lot of links, it may be helpful to add a menu button in the navigation bar. When a user clicks on the menu button, they would be able to see a list of all of the pages on the website. This would make it easier for users to find the information they are looking for.
Navigation Links
Home
Our Story
Deals
Destinations
Customer Support
Careers & Culture
Guaranteed Savings
Become a Partner
Download Our App
Page titles
The titles of some of the pages on the website could be improved. For example, the title of the "About Us" page could be changed to "Our Story". This title is more accurate and informative, as it reflects the content of the page, which is about the history of XXXX company.
Similarly, the title of the "Best Price Guarantee" page could be changed to "Guaranteed Savings". This title is more accurate and informative, as it reflects the content of the page, which is about XXXX company' guarantee that they will always offer the best price on their deals.
Icons in navigation
The reference website uses icons only for some categories, such as "Hotels", "Homes & Villas", "Tours & Cruises", "Ultra Lux", "Experiences", and "Flights".
It is okay for some of the navigation links to not have icons. The icons are meant to represent the products or services that the buttons offer, and some of the buttons do not offer products or services that can be easily represented by an icon.
However, I do think that it would be helpful and create consistency to have icons in front of the button text for all of the buttons. This would help customers quickly identify the different buttons and understand what each button does.
Here are some suggestions for visual identifiers that could be used for the buttons:
The "Hotels" button could stay the same, with the icon of a bed and a sleeping person in it.
The "Homes & Villas" button could stay the same as the icon of a house with a roof.
The "Tours & Cruises" button could have an icon of a boat.
The "Ultra Lux" button could be the same idea, but add a bit more identity/lines to make an icon of a diamond more recognisable and keep a consistent style across all icons.
The "Experiences" button could stay the same as the air balloon.
The "Flights" button could stay the same as the icon of a plane.
The "Trip Planner" button could have a white icon of a globe.
The "Inspiration" button could have an icon of a light bulb.
The "Gift Cards" button could have an icon of a gift card.
The "Last-Minute Escapes" button could have an icon of a clock.
The "Refer a Friend" button could have an icon of a person with a speech bubble or the same icon of a person with a plus sign.
These are just a few suggestions, and the best icons to use will depend on the specific content of each page. However, I believe that using icons in the navigation would make the website more user-friendly and help customers find the information they are looking for more quickly and easily.
Call to Action Section
The content of the section is good, but there are a few things that could be improved. The section could be more specific about the exclusive offers that members get. For example, it could list some of the specific discounts or benefits that members receive. Additionally, to make the message feel more personalised for the user, incorporating words like "you" and "your" would enhance its impact.
Here are some suggestions for improving the content of the section:
Add images or videos to illustrate the benefits of becoming a member and make the section more visually appealing. For example, an image of a luxurious hotel or a video of a happy customer could be used to showcase what users can expect from XXXX company.
Be more specific about the exclusive offers. Instead of just saying that members get exclusive offers, the section could list some of the specific discounts or benefits that members receive. For example, the section could say that members get 20% off their first booking or that they receive complimentary airport transfers.
Make it more personal by using the words "you" and "your" to create a sense of exclusivity and a direct connection with the user. For instance, the section could say, "Join XXXX company today and start enjoying exclusive offers, VIP inclusions, and unbeatable value.
What can be improved and changed?
The following improvements and changes can be made in the section:
Increase the font size to improve readability.
Adjust the spacing to make the text more legible.
Make the call-to-action more prominent to encourage user engagement.
Filter
To enhance the filter functionality, consider adding the following features:
A map feature that allows users to see the location of destinations and hotels they are interested in.
The ability to save filters enables users to save their searches and return to them later.
The option to share filters with others gives users the ability to share their favourite destinations and hotels with friends and family.
The Trending Destination Section
To make the "Trending Destinations" section more prominent, consider the following redesign ideas:
Increase its size, making it more noticeable and drawing more attention to the most popular destinations.
Place the "Trending Destinations" section at the top of the page, right below the title of the filter, so it's the first thing users see when they open the filter, effectively capturing their attention.
Utilise images or videos of the most popular destinations in the "Trending Destinations" section, helping users visualise and decide which destination they want to visit.
Persuasiveness
To make the website more persuasive, incorporate testimonials from past customers. By featuring testimonials from satisfied customers, potential users can gain confidence in the deals they can book and feel assured about their experience with XXXX company.
Add a Switch Button for Dark Mode to Light Mode
By incorporating a switch button for toggling between dark and light mode, users can freely choose their preferred mode. The dark mode uses less power, making it ideal for low-light environments and reducing eye strain.
Although the switch button may introduce some complexity to the website's code and slightly affect load times, the benefits of sustainability and inclusivity outweigh any drawbacks.
Help and Support with AI Chatbot
The Help and support with the AI chatbot would be a valuable addition to the XXXX company website, providing quick assistance to visitors and collecting feedback. For optimal implementation, prominently display the chatbot at the bottom of the main page, ensuring it can address various questions and collect user feedback. To maintain service quality, human customer service representatives should monitor the chatbot and intervene if necessary.
Sustainability
I recommend XXXX company include a dedicated section in the hero area, highlighting the company's commitment to sustainability. As a responsible travel company, emphasising sustainability will attract socially conscious travellers.
Summary
In conclusion, the proposed redesign of XXXX's company hero section enhances user experience and engagement, potentially attracting and converting more leads into customers. I hope this redesign proposal proves helpful and inspiring. Please feel free to reach out if you have any questions.
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