Understanding the pain points
We have over 10 years experience in building digital solutions for the travel and tourism industry; which was a leading factor in why Visit Victoria chose us to redevelop their corporate site.
After digging into the details and uncovering the pain points of their existing site, it became apparent that information architecture and user experience design would be key elements in delivering a website that worked for the sector. Furthermore, the Visit Victoria team wanted a site that was easy to manage, leading us to integrate Craft CMS, an uncomplicated yet powerful content management system.
Creating a product the target audience want to use
Technology is continuously transforming the tourism industry: from VR experiences to IoT connected hotel rooms to smartphone facilitated check-ins. The visitor market not only welcomes these innovations with open arms but expects it. However, the tourism sector itself is not always tech savvy.
Typically our audience would access the site using a desktop PC, through internet explorer, and with no sound or flash player capabilities. They would likely be browsing during workday hours, therefore, anything we could do to speed up the process of finding information would be a win.
A UX review of the existing site confirmed important pages and functionality. By using UX research to determine the overall architecture, we could avoid the pitfalls of the past. The strategy team started to construct the bones of the site with a structured sitemap.
The primary navigation would include About, Marketing, Events, News and Resources, with the rest of the pieces falling underneath in a secondary drop down. Users could now find what they wanted with a single hover and click. Alternatively, they can use the always-on search bar, powered by Craft CMS. Consideration was given to different enquiry forms and the newsletter, which had to integrate with existing email marketing software, Vision 6.