We kicked-off the project by holding remote stakeholder interviews with the JDA team via Skype. This meant we could gain a greater understanding of their business needs and typical clientele. This supported our analysis of search trends, web analytics and competitors, to increase our knowledge of archetypal user behaviour.
From this, we planned the information architecture for the new website, organising the different types of holiday, location, itinerary and other related content. We then mapped out user journeys: how people would find holidays, explore example itineraries, tailor their own perfect safari experience, and submit an online enquiry.
This research-driven process informed how we developed prototypes and tested the core interfaces. We aimed to fine-tune the experience based on people’s needs and expectations.