With our track record in conversion rate optimisation and significant experience in complex customer experience design, we were proud to win the pitch to design, build and launch Neilson Active Holidays new digital assets. This included the website, booking journey and self service capability.
Our new site perfectly handles the complex e-commerce challenges of holiday bookings and combines them with a beautiful user interface to create a dynamic experience for Neilson's customers.
Neilson wanted to make booking their holidays a pleasure for their audience, many of whom are mobile and tablet users. The range of holiday resorts, accommodations and extras made their previous website busy and confusing.
Neilson often found themselves having to make arduous changes in back-end systems to update the website. Users were overwhelmed by cluttered pages and a complex content taxonomy making the site confusing and difficult to use.
The brand has been reinvigorated and the site is full of visceral new content which reflects Neilson's friendly and professional tone of voice.
The holiday search is user-friendly, clear and concise. Relevant information has been surfaced sooner in the booking journey and is accessible through smart user centered and mobile-first design.
For Neilson's content team, they now have an intuitive CMS with complete control of the Neilson proposition – all independent of (but connected to) the complex booking system.
The iterative five-week discovery process began with a deep-dive into Neilson's analytics and audience data to inform us of Neilson’s user insights, business objectives and narrative touchpoints.
Through our user story workshops, call centre listening and story mapping we identified key user learnings such as Neilson’s customers are fiercely loyal, there are high levels of mobile use for browsing and that they only really understand the Neilson experience after they have been on a holiday.
We facilitated customer testing throughout the project, examining every element of the sites design as it was being developed.
Development of the MVP focused on the user, technical and business needs of each touchpoint; stage 1 being content and information architecture developed with SEO in mind as well as ensuring consistency of page titling and URL structure.
Stage 2 looked at the challenges facing the UX, UI and technical design of the site exploring the key areas of validation, search, refine, research and book and pay.
Another important part of our process was establishing a complimentary content strategy that really supported Neilson’s UX and UI design ambitions.
Neilson sell activity packed holidays which inspire life’s natural doers to have a go with them. They want everyone to have that ‘I did it!’ feeling. We made sure the tone of voice, key messaging and supporting content helped tell this very persuasive story and bring it to life.
The project has set a precedent in the way Neilson’s customer’s experience the holiday booking journey through an inspiring & optimistic tone of voice.
Highlights include: re-organisation and simplification of important content, relevant information surfaced sooner in online journey, elevated brand identity and the foundation for new guidelines and further design work.We also established new tone of voice guidelines, allowed Neilson full control over the booking journey, deployed reusable page level components that are used across the site and implemented a modern technology stack for slicker experience.