Redesigned Cape Town Tourism’s site for a new monetisation strategy

TOURISM

The challenge

Cape Town Tourism were updating their website to account for a new monetisation strategy and needed to improve the UX so that the User Experience was optimised for conversions.

The team had 5 mechanisms for generating revenue: affiliate marketing, database marketing, deals & packages, advertising revenues, and merchandising.

The current website had significant traffic but had high bounce rates. We were asked to redesign the Information Architecture and site design to make information easier to find, improve retention and increase conversions.

The solution

We conducted a usability test of the existing Cape Town Tourism website and qualitative interviews with tourists planning to visit Cape Town.

From the test and interview, we identified a user behaviour model where people browse the site to find inspiration and plan their trip. They move between exploration and action in a non-linear fashion.

The site was designed and tested through multiple rounds of usability testing. Users could easily browse the site, increasing retention, and find what they were looking for. Conversion and time on site was increased.

Usability testing and interviews

We conducted in-depth testing with users of our client’s website to understand what users expected from the existing experience. We analysed our client’s internal capabilities from a user centric perspective as well as other digital and non-digital competitive assets that they had developed. This process surfaced the key insight that users valued our client’s content and expected to be able to complete transactions without leaving our client’s site.

Experience map

Using the data gathered during research we created a user journey map through every stage of a typical traveller’s experience. The journey map incorporates a user’s thoughts, actions, behaviour, as well as the technology platforms they use at each stage. We used the map to discuss each step in detail and to identify opportunities to improve the customer experience by solving the user’s pain points.

UX Design, testing and ideation

We agreed on a set of design principles aligned to the emerging strategy that enabled us to construct an initial prototype of the ideal user experience. We tested the clickable prototype with recruits based on our target personas.
Between rounds of testing we updated the prototype to improve any issues that surfaced and improve the goals of conversion and retention. Multiple rounds of testing and iteration of the design enabled us to develop a seamless intuitive journey that met with our target users’ expectations and needs, as well as hitting the strategic objectives of our client.