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.”
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.