Overview
End to end product design from conception and research through to wireframing, prototyping and testing.
Managed and delivered numerous page designs and feature implementation working closely with product managers, developers and the wider team.
Asset creation from affiliate and PPC ads to email designs, office and exhibition collateral to trade partner assets.
The below screens are a showcase of some of the key gocity.com projects.
Itineraries project
Challenge: Showing savings effectively via itineraries.
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Problem: Tech in place was static and not interactive. Therefore the attraction information was either not up to date or had to be amended manually and customers were not able to tailor the itineraries to their own interests.
Solution: Creating a feature within the site that enables users to almost plan their trips.
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Benefit: It would not only show customers how much they could save but would create a personal and shareable experience that would enhance their relationship with our brand whilst also providing us with valuable data to enable us to target our customers more accurately.
Method:
1) Collaboration with the product manager to see how the existing itinerary page/asset was being used, using hot jar to look at clicks and scrolling behaviour.
2) Mapping out (using post-its) all the elements of this itinerary feature that we would like to have and what tech would be required to back up the ideas.
3) User journey flows & mocking up with wireframes.
4) Hi res prototyping
5) User testing interviews - conducted in a moderated fashion so that I could dig deep into the user's choices and make speedy amends.
Output: a short video to present back to stakeholders and sessions with developers before the work was split into sprints.
Homepage project
Challenge: Creating a destination homepage that clearly & effectively conveys the brand, the destination, the products offered & the key USPs.
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Problem: Going from multiple destination-led logos to one universal brand with two comparable yet complex product propositions.
Solution: Creating a single colour palette for all destinations, using space, graphic positioning and font weights to get the message across.
Benefit: Much stronger and more recognisable brand presence with more obvious product differentiations allowing customers to build a relationship, trust and ease of understanding which product to choose.
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Method:
1) Competitor research, heuristic reviews & user testing of existing homepage.
2) Quick sketching followed by hi res protoyping
3) In-depth moderated user testing & iterations.
4) Analysis & presentation of findings
Page re-design examples
Product landing page
Individual attraction page
Email module design
Creation of brand guidelines
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