Hayes and Jarvis – E-commerce re-platform

Hayes and Jarvis

It may look like a traditional tour operator website on the face of it but the Hayes and Jarvis website is anything but ordinary for tour operators providing a single page pricing journey and unparalleled flexibility and choice to it’s customers looking to book holidays online.

What we did

After a steady decline in online sales of its long-haul dynamically packaged holidays Hayes and Jarvis commissioned a redesign of it’s ageing e-commerce platform. Repeated user testing on the existing platform raised issues which were technically unfeasible to address – so a big solution was sought. Again and again the top issue identified by research was that people needed much more flexibility when researching holidays instead of having to give exact and dates and knowing exactly where they wanted to go just in order to get an idea of prices. As one customer said

“life is too short to use your website to find a holiday.”

Research

Working with the Lead UX Researcher we documented a formative research phase including the creation of detailed personas for use by the UX team and ‘at a glance’ personas which we were able to take into workshops to share with the teams during ideation. The mental model formed the basis of the UX strategy guiding the design and providing a basis of the task flows.

This research suggested that to make the product stand out we should provide a much more detailed content than was currently offered – room images, facility images, details of the bathroom fittings – these were the things that drove our customer’s decisions and would help customers find their perfect holiday.

 

Strategy and framework

By mapping the key tasks from the mental model into flows we were able to divide the project into deliverable areas of functionality which not only aligned but could also be prioritised against the tasks identified in the mental model. The screen flows/user journeys helped us visualise journeys through the key screens.

Design ideation

As a design team we facilitated co-design sessions with people from all around the business. This helped gain valuable insight from customer facing staff (as well as meaning we got to eat a LOT of donuts). Ideation sessions were set up for each of the key screens.

Prototyping and testing

Getting feedback from customers as often as was practical meant that we were able to highlight risks and validate design choices as well as testing the overall journeys. Through multiple rounds of usability testing with customers we were able to judge whether our MVP was ready for market.

Detailed design

Working across four breakpoints (mobile first) detailed designs and specifications were produced and documented for the key screens. These formed the basis for our acceptance testing and the foundations of our pattern library.

Results

Luxury customers expect to have everything in one place. Our content is richer than ever before with our hotel pages providing a single page where customers can find out everything about any particular hotel  – from spa opening times, to detailed room information, to what’s included with all inclusive in one inspiring and easy to digest page.

Customers are able to search giving as little or as much information as they want – bringing the best holidays to their fingertips without wasting endless hours of searching and customers who know what they are looking for are also able to price up their holiday on the hotel page without having to go through a lengthy search process.

Hayes and Jarvis has seen strong growth in it’s online sales in a challenging environment with a 60% increase in 2016. Hayes and Jarvis was shortlisted for Best Website and won Best Holiday Company in the 2016 Travolution Awards.

Love the site so easy to use, only issue is deciding where to go :o) – Source, Qubit exit survey

I just love your website! Its perfect!!!!! – Source, Qubit exit survey

I think your site is the best on the market…- Source, Qubit exit survey

Client

  • Hayes and Jarvis

Tags

  • Research
  • Strategy
  • Design