Jelena Antic's profile

Iceland Travel - Website Re-design

New UX and UI elements for Iceland Travel website​​​​​​​
My changes are mostly focused on the UX rather than UI. UI is very nice and I like it. I like the minimal style and many nice details. But besides of being nice, selling websites are suppose to have very good, and carefully studied UX. 


Suggested changes for the tour page:
Suggestions:
Color - "Old but Gold" B.O.B. principle - Big Orange Button
I am aware that blue color is company branding color, but it feels a bit overused on the web site. Instead, I suggest use of orange for buttons and for anything that needs to get visitors attention. It's a classic color for "call to action" and it's also a complementary to blue. This white and blue minimal design is beautiful, and I would probably not change it much if it wasn't meant to sell something. Selling websites besides of beautiful, need a kind of boost. Usually - color boost.

Menu is meant to help visitors find what they want
Standard top menu is a good choice when you have a wide audience of customers. 
Menu (navigation) is the most important part of the good web site; should be very accessible and user-friendly.

Photos  on the home page
Big, full-page photo is always a good choice for travel web site because people usually don't know what they want to visit until they see it, or get caught by good photo. But if you decide to occupy your most expensive space (home page) with a nice photo, then make sure that you are getting the most of it. So, if you have a very nice photo but without name, explanation or following link to click then you'll get your visitors searching on the web site to find a tour from the photo, and probably fail to find it - because they don't have even a title or name of a location. So I would suggest 4-5 slides with your most attractive tours, each one with name, location and link that leads to the tour page.

Consistency of the content
Every tour page should have same organisation of the page, so visitors can be sure where to look and how to find all the info. It's time consuming and exhausting to search on the page and to learn different page organisation for every tour.

Tabs instead of anchored links
Anchored links make the page to "jump" every time when you click on something. Even if the menu is fixed and always visible to the user, it is still stressful for many users if the page runs up and down too much. I would suggest tabs, they are user friendly and they give to the user comfort preview of all necessary info.

Bottom of the tour page - "You may also like..."
My solution with tabs made enough room on the page and possibility to scroll to the bottom easily. Best use of the bottom is to give few suggestions of similar tours, so the user stays on the website and doesn't leave. This is one of the most important principles of selling websites. Visitors usually don't find what they want at the first click but they find it in suggested links below, when they scroll out the page. Don't make them to scroll to much to see more of your products. Not to mention - don't force them to go back on a previous page. That makes site usability much smoother.

Home page - below the main content
Categories like "Best Seller, Great Value, Special Offer" are very good idea, but instead of having them separated by groups, I would have them all together and label them in different colors. Because, some of them could have 2 or 3 categories, so they appear in the "wrong" group or appear twice. That makes the page confusing. My solution is much simpler, saves space and gets attention.

Too many blue icons made the page confusing
On the tour page I removed blue icons which are nice idea, but not very helpful. Good UX must intent to separate clickable parts of just text info. Types of the travelers must be clickable and as a result show all the tours for that type, so I made them to look like hashtags. That is something that everyone is pretty familiar with. Tags like "Best Seller" etc must be also clickable.


Current look of the tour page:


Suggested changes for the HOME page:
Current look of the HOME page:
Thank you for your attention. Comments are very welcome. 
Appreciate if you like it!
Thanks!
Iceland Travel - Website Re-design
Published:

Iceland Travel - Website Re-design

Published:

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