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⛳️ Revamping the Golftripz Experience

 

About Golftripz

Golftripz is an online platform that lets you book golf tee times and golf holiday packages at golf courses all over the world. 

My Roles & Responsibilities

  • User Research & Analysis, User Flow, Information Architecture, Wireframing.                                          

  • Knowledge transfer for the visual approach to UI designer.

Project Context

  • Aug 2020 - Dec 2020.                       

  • Client Project at Divami Design Labs                                 

  • Team : Me, Sarath & Aparna

Tools Used

  • Balsamiq                                       

  • Miro

The Problem

When the usability of a website isn’t smooth and intuitive, users tend to get frustrated and leave the website. This was the problem with the Golftripz website.

They were losing potential customers due to the confusing flow and the high number of clicks that were needed to get to the final booking stage.

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The Goal

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To make the site a smoother experience, less cluttered and confusing, prioritizing what information needs to be shown and reducing the effort needed to get to the final booking page.

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To provide an engaging and interactive user experience so that the user spends more time on the website.

RESEARCH

 

Interviews

Conducted interviews with the stakeholders of the company.
Spoke to 5 different end-users to better understand the problem.

Stakeholder Interviews

  • What is the USP of Golftripz?                                                      

  • What is your marketing strategy?                                          

  • Who do you think are your primary & secondary users (if applicable)?                                                                       

  • Is your main focus only on India and the US audience or are you planning for any other locations?                                                                                                     

  • Whom do you consider as your competitors?                 

  • Do you have any preference for the visual appeal of the website?

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User Interviews

  • What type of golfer are you?                                                                       

  • How do you like to commute inside the golf course?                     

  • What are the factors that influence you to plan a golf vacation?                                                                                                           

  • Is the reputation of the golf course architect, a decision criteria for choosing a golf course?                                                        

  • How often do you plan golf holidays/vacations?                             

  • Outside of golf, which of the following elements do you consider the most when choosing a golf destination?                  

  • How do you generally book destination golf trips/vacations?

Interview Analysis

Grouped together similar findings to identify patterns and trends in the data, which enabled me to develop
key findings
for improving the
user experience and content of the Golftripz website.
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Analysis of Interviews

a snippet of the grouped data

Key Findings
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It seems to be a male-dominated user base of age group: 40-60

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Most users use :
Mobile for viewing the information and prices.

PC for entering details and booking.

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Users found
search assistants

a huge plus point. 

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Surprisingly, we found that

users tend to book golf vacations based on the type of experiences - ex: cultural or nightlife, rather than the topography - ex: on the mountains or near the beach.

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Users plan their vacations according to the seasons. 

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Other popular elements considered while booking a holiday:

  • Nearby attractions to the destination

  • Ease of access 

Competitive Analysis

To stand out, it was crucial to analyze the competitors in the market, seeing what they had to offer and what we could do differently to elevate the experience.

Looked at 3 of the global competitors
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Competitive Analysis

Use Cases

Next, we worked on our use cases and user stories. Describing the type of user, what they want and why helped in simplifying and understanding the requirements.  

It also helped combat the natural tendency to design for ourselves
(or our stakeholders) rather than designing for our target audience.

Some use case examples are shown.
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a few of the use cases

DESIGN

Wireframing

The Landing Page
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Other Pages 
Wireframed for desktop and then mobile.

Visual Design

I sat with the UI designer and discussed ideas on how we wanted the whole look and feel of the website to be like. We wanted to give it a clean, classy, and luxurious look considering the users are willing to spend money on the experiences. Showing captivating pictures throughout the website was essential.

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Old Landing

new landing page

New Landing
 

Walkthrough of Main UX Changes

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Engaging Landing Page

All the cities having holiday packages are shown upfront on the world map. This is for users who want to explore all options. This allows them to do so freely, in one place

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While hovering over a city, a snippet of

information about the city is shown.
On clicking, they will be directly taken to the packages available at that destination. Therefore, they can explore all the destinations offered without having to perform any clicks at all!

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Additionally, cities can be filtered through experiences (ref. to key insights):

  • nightlife

  • stay and play

  • inspiration

  • bucket list

Depending on the selection, the cities shown will change, adding a touch of personalization.

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Search bar for users who already have a specific destination in mind and wouldn’t want to spend time looking around the map.

old menu

Personalized Menu

  • Instead of a drop-down menu (shown in the old website design) the menu now opens up by clicking the hamburger icon.                                                                        

  • The menu opens up across the whole screen, giving enough information to be displayed without clutter.                                          

  • To add to the experience, it has a conversational approach.                                         

  • Experiences and events are added to the menu. As found in user research, golf lessons were a lower priority so it is merged into the Golf courses page.

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new menu
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Consolidated
Golf Holiday Listing Page

As Golf Holidays had a high priority, a specific page was created. All holiday packages available on the website are listed here and can be filtered.

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When coming from a particular country page,
the name of that country or city will already be

auto-filled from the dropdown. This eliminated the need for multiple pages that were present on the old website.

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Quick inquiry for holiday packages. This is useful as many times the user base doesn’t have time to wish to spend time reading all the details. They can enter their email address and a consultant will get back to them with the details of the package

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Clean Country Page

Got rid of redundant information which was present in the old design. We included information that was only necessary.

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For example, everyday weather at a country level isn’t required when already mentioned on the city page and the booking page. The whole country is unlikely to have the same weather.

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Organized the content. Displayed KPIs of the country along with icons so that the user gets an overview of the country.

For easy access and to explore the cities in the specific country, went again for an interactive map style.

Again, included Holiday packages -
the main USP
and what most users came for. Popular packages in the country are shown.

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4.

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4.

old page
new page
old page
new page
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City Page

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Enables quick navigation to other cities within the same country.

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Users can directly navigate to the holiday packages in the city, without wasting time.

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TAKEAWAYS

  • Prioritization of information is really important, both from a user and a business point of view.                                                                          

  • Learned to design for content, keeping SEO in mind.                                                                                                                                                             

  • Stakeholders can have valuable information regarding their users, details that we might not know. So it is important to ask for information from their side.                                                                                                                                                                                                             

  • Figuring out the use cases plays a huge part before jumping into the design, ensuring that we don't miss any cases while designing.                                                                                                                                                                                                                                                  

  • It is not just great content, but it is also the presentation and an engaging UX that is key for getting users to stay longer on the page.