Project Description

For TripTrends, I designed a website aimed at enhancing user experience and boosting booking conversions. The site features a prominent header with the company's slogan, "The Only Way to Travel," followed by a strategically placed search function in the center of the page, inviting users to enter their desired destination. This design choice was driven by the insight that 65% of customers book with a specific location in mind. Below the search area, the "Trending Destinations" section showcases popular travel spots, catering to the other 35%, which are those seeking inspiration. The layout and functionality were meticulously crafted to streamline the user journey from browsing to booking.

User-Centered Design Methodology

My design process for the TripTrends website centered on understanding and addressing the user's needs. By analyzing user behavior and conversion data, I identified that the placement of the search function could significantly impact booking rates. This led to its prominent positioning beneath the header, making it the focal point for immediate user interaction. The addition of "Trending Destinations" served dual purposes: guiding users without a set destination and enhancing the overall engagement on the site. This approach underscores the importance of data-driven design decisions in creating an intuitive and effective user interface.

Design Thinking and Problem-Solving

The redesign of the TripTrends website was governed by design thinking principles, focusing on empathizing with users and solving their core needs. Recognizing that users often visit with a destination in mind, I optimized the search function's placement to facilitate ease of use, which led to a 22% increase in conversions through this feature. However, the relocation of the "Trending Destinations" to a lower part of the page resulted in a 5% decrease in conversions for that section. Despite this, the overall design changes resulted in a net positive conversion increase of 17%. The original design had "Trending Destinations" at the top of the page, which was initially thought to drive bookings.

The outcome of the redesign highlighted the paramount importance of the search function in driving conversions and revenue, providing valuable insights into user priorities and behavior. This analysis and subsequent design adjustment underscored the critical role of strategic design placement and user-centric decision-making in enhancing website performance and business outcomes.