Visit Northumberland
A best in class digital solution for Northumberland’s tourism sector.
Design problem
The previous website left users to abandon the site due to its lack of usability.
The previous website left users to abandon the site due to its lack of usability.
Scope
The brief was to design an E-commerce website that will be used to increase tourism in the area of Northumberland and increase website footfall, whilst also helping to improve profitability to Northumberland and it's tourism industry.
The brief was to design an E-commerce website that will be used to increase tourism in the area of Northumberland and increase website footfall, whilst also helping to improve profitability to Northumberland and it's tourism industry.
Goals
-Visit Northumberland website to become a high traffic source for visitor information.
-Create an immersive experience and two-way dialogue.
-Platform for interactive marketing campaigns.
-Stay and events platform that maximised ROI for businesses while creating a streamlined user journey.
Design rationale
The rationale for my designs were based around creating an ‘endless experience’. Focusing on the interactional context of each persona helped me to understand the physical, environmental and emotional state of the user at the moment of the interaction. This process has significantly influenced the development of important design decisions and key functionalities such as:
- Easy to navigate - two navigation systems
- Clear and easy to read navigation
- Most frequently used journey paths
- Easy to navigate - two navigation systems
- Clear and easy to read navigation
- Most frequently used journey paths
Which I incorporated into my designs and allowed me to create a flowing user journey, utilising intuitive endless carousels, layouts which directed users to scroll down the page, large block components which aided accessibility, combined with call to action buttons that inspires and delights the users.
By also incorporating personalisation, which took the form of an onboarding process, and an account section where users could plan, share, and explore additional information allowed me to achieve a website that was not only educational but also reduced user abandonment, and allowed me to meet the brief of the project.
My roles
Title: UI Lead
Research
Ideation
User research & Analysis
Digital branding
Product strategy
Workshops and 1:1 interviews
Wireframes
Research
Ideation
User research & Analysis
Digital branding
Product strategy
Workshops and 1:1 interviews
Wireframes
UI Design & Prototyping
Illustration/Icon design
Photography styling
Accessibility guidelines
Usability testing
Client interaction
Illustration/Icon design
Photography styling
Accessibility guidelines
Usability testing
Client interaction
