.png)
Improve a travel agent website
Bali Tours Indonesia
My role
-
UX/UI Design
-
UX Writing
-
UX research
-
Branding
Tool
-
Figma
When
October 2020 - February 2021
Project overview
-
Scope: I redesigned the whole website and redesigned their logo.
-
Goals: Bali Tours Indonesia needs a new website that looks professional to attract new target users, the high-class tourists. Also to increase engagement.
-
It's a project for fun, so I initiated it myself.
About them
As a professional travel agent in Bali, they provide tour packages, transportation such as car and bus, hotel booking, and other fun activities for their clients’ holidays in Bali. Their professional driver and tour guide will also accompany their clients to explore the beautiful places in Bali and Balinese cultures.
Solutions
Clean website
Give more whitespace
Clear hierarchy on typography
Play around with font's color, size, and weight.
High quality photos
Photos of real clients, activities, and places.
Good reviews
Show good reviews from their previous clients to ensure potential clients to use their services.
Clear navigation
Make sure the navigation is easy to use and users can find what they are looking for easily
Concise writing
Rewrite all descriptions. Make it simple, clear and more teasing the market.
Social medias
Links to their social media: Facebook fan page and TripAdvisor. So that users can see the reviews.
Mobile web
To get wider audiences who use mobile phones
Users' pain points
Based on the Usability Test on the original website, the challenges that users noticed are matched with the challenges I noticed before the user test:
Unclear hierarchy
Many elements seem trying to stand out
Unreadable texts
Overlapping text and photo background
Unclear descriptions
The UX writings are not clear and not concise in the descriptions of tour packages
Texts are not appealing to click
Descriptions texts don’t trigger users to click on it.
Their original design:
Goals
To attract new target users, especially the luxury tourists.
To build more trust and creadibility
To increase engagement from all target users.
.jpg)
.jpg)
Target users
-
Hotels that offer tours for their guests
-
Middle-high class tourists
-
Middle-class Indonesian tourists
-
Business travelers
-
Families
-
Tourists without travel plans in mind
-
Foreigners tourists
-
Office employees
-
Schools outside Bali and outside Indonesia who arrange school trip
-
Solo tourists
-
Employees who plan team building
Competitive research
My goal is to understand how to create a trustworthy site and avoid creating a site that could cause users to complain. So I observe and collect data from travel agents' customer feedbacks on the internet.
Bali Tours Indonesia's competitors
1. G Adventures 2. Forever Vacation 3. Bali Golden Tour 4. Tours by Locals
Websites to collect users' feedback
From Bali Tours Indonesia's competitors on social medias, I tried to find out on comments, reviews, and articles how users choose a trustworthy travel agent.
How users choose a trustworthy travel agent
-
Read the reviews about travel agents
-
How travel agent handles complaints on online reviews
-
Get recommendations from people they know, online, and influencers
-
Compare several travel agents
-
Talk with the travel agent
-
Check the certification on their website
-
Able to contact travel agent easily
-
Travel agents share their legal business address
-
An up-to-date website with current travel contents
From the competitors' users, I tried to understand what makes them get annoyed from travel agents. What they complain about.
Users' complaints to travel agents:
-
Offer certain services that they actually don't give to users
-
Hard to contact them
-
No certification
-
Doesn't show reviews
User research
To get to know users’ perspective, I conducted interviews with several adults, aged 25 to 60s years old, who like traveling, had experience in traveling alone, with a company, and with family.
I asked them:
-
How do they feel and think when they enter this website?
-
Can they read the sentences on website easily?
-
What are the services of this travel agent provides?
-
Can they book a tour package?
-
What feature users expect here?
-
What's the good part of the website
-
Will users use this website to book a trip or use the services
-
Why they want or don't want to use the service of this website
Based on the Usability Test on the original website, the problems that users noticed are matched with the problems I noticed before. Read users' pain points.
.jpg)
.jpg)
User personas
Based on user research, I created three user personas to represent users of Bali Tours Indonesia with different backgrounds and needs.
.jpg)
-
61 years old, male
-
lives in Sydney, Australia
-
occupation: Retired government servant, but still run a company
-
speaks English and a bit of Spanish
-
visits Bali for business travel, sometimes he visits Bali with his wife for a holiday
problem:
-
has busy schedule, has no time to tailor the itinerary, has no time to research many travel agents websites.
social media:
-
only has Facebook and uses it rarely.
needs:
-
clear website
-
simple booking
-
a very convenient trip.
.jpg)
-
25 years old
-
female
-
lives in Jakarta, Indonesia
-
Occupation: Sales
-
Speak Indonesian and English
-
Visit Bali for holiday
problem:
-
she travels alone with low budget
social media:
-
Facebook
-
Instagram
-
Twitter
needs:
-
discount
-
a safe trip
-
good reviews of travel agent.
-
38 years old, female
-
lives in Antwerp, Belgium
-
occupation: Manager of IT
-
visits Bali for holiday with family
problem:
-
it's her first time to visit Bali with her two little children and her husband. So, it will be a challenging trip as a new parent travels to a foreign country .
social media:
-
Facebook
-
Instagram
needs:
-
luxury trip
-
safety
-
good reviews of travel agent
Steve Harrison
Chantal Maes
Maria Dwita
User goals
The convenient explorer
He wants to discover interesting places in comfort zone
The economist
She wants to travel alone, safe, and cheap
The luxury tourist
She wants traveling in luxury and family friendly with her litte children.
Based on user research the user personas.
User flow
How users interact with the website, based on their goals.
To book tour package:
open the site
click "Tour packages"
choose one card of the tour
detail info about the tour
click "book" button
fill in a form & pay
wait for the confirmation on their email inbox
Site map
Wireframes
.png)
Before
.jpg)
1. Lack of white space
2. The title and text are not readable
3. Low contrast between the text and photo background
3. There's no Search navigation
After
1. More white space, so that users can read or scan it easily
3. I add Search feature, to help user find something in the website easily and faster
4. The title is bigger, clear and concise
5. I add 2 action buttons that show the main services of this website: Tour Packages button and Rent car / bus button, to let users know directly what's main pages of this site.
6. I use Poppins typeface because it's clean and readable in most computers and browsers.
.png)
Next improvement
-
Creating mobile design -> to increase accessibility for wider target users
-
To design "Call us" button as the floating button on the bottom right side of each page. Also to increase accessibility for users to contact directly to the travel agent if they want to make booking, ask questions, or need assistance. This also can increase engagement.