CheapCaribbean, a leading platform for booking Caribbean vacations, needed a fresh and responsive design that would align with their new brand identity while simplifying their booking and checkout process. They wanted to offer users a delightful, efficient and hassle-free experience when booking their vacations.
The Challenge
The main challenge was to translate CheapCaribbean's new branding into a responsive design that not only represented their identity but also enhanced usability for customers. The design needed to facilitate the selection of vacations based on budget, timing, or desired experiences. It also required a seamless way to compare trips, change dates, and finalize the booking.
Strategy
We began with understanding the new branding and the target user base to ensure that the redesigned interface would be both attractive and intuitive. This involved a thorough analysis of user behavior, preference, and pain points with the existing interface. We then synthesized these findings into a clear set of objectives for the new design.
Design Process
We focused on a design that was fun and engaging yet straightforward to navigate. Bright colors, consistent with the new branding, were incorporated to capture the spirit of a Caribbean vacation. This was supplemented by witty copy to add to the fun element, while also ensuring clear communication.
A key feature we implemented was the customization of trip selection based on different parameters - budget, timing, and type of experience. This involved a set of intuitive filters and sorting options to help users find just the right vacation for them.
The comparison feature was enhanced to make it easy for users to evaluate different trips side by side. We also worked on improving the date-changing mechanism to provide a smooth, error-free process.
Finally, we focused on the checkout process to ensure it was streamlined and effortless. Clear instructions, minimal steps, and visible progress indicators were used to help the users know what to expect and keep them engaged throughout the process.
Conclusion
The new CheapCaribbean design was well-received by both the client and the users. It effectively represented the new branding while improving the user experience in terms of ease of use and engagement. The conversion rate increased post the redesign, indicating that users found the new design not just aesthetically pleasing but also efficient to use.
The CheapCaribbean project reaffirms that a successful design is one that blends brand identity with user-centricity. By understanding the user and their needs, we were able to deliver a design that made the client happy and met the users’ needs effectively, proving that a well-designed user experience can significantly enhance the overall business performance.
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