David Urquhart Travel
Set up in 1983, David Urquhart Travel (DUT) started as a highly customer-focused coach travel company. Since then, it has expanded its product portfolio to include air and cruise holidays, remaining dedicated to providing a high standard of customer care and value for money holidays. In 2011 DUT decided that in order to remain competitive in their marketplace they needed to remove some of the barriers presented by their company website. DUT were having challenges with their back office systems making web site updates difficult as well as a poor conversion rate on their web site, leading to poor sales. Their objectives were to increase their company’s productivity, improve their web site’s usability and facilitate web site updates. To this end they asked Felinesoft to work on a high level Information Architecture framework for a new company website.
Felinesoft were brought in to understand the customer behaviour and the user interaction on the DUT web site. Their complex product portfolio was not being fully displayed online so the Information Architecture (IA) had to be focused on raising awareness of their diverse product range as well as optimising the conversion process. Our IA development process in starts with an initial analysis of the business objectives and business requirements, then progressed with the holding of user interviews to gain a full understanding of the business and customer needs from the website.
This enabled Felinesoft to propose a strategy on the optimum user journey to developer the business requirements; we then went on to produce the key user journeys and information architecture for the interfaces that supported these. The IA was produced in Axure wire framing tool because of the high level of interactivity and functionality it offers enabling user testing from interactive prototypes.
Having gone step by step through our IA development process Felinesoft were able to produce the Information Architecture framework necessary for DUT to go to tender for the build of their new website. Through the careful application of our development processes and our research into their customer behaviour we were able to remove 3 steps out of the sales funnel, the aim of which is to simplify the user experience and improve their online conversion rate with the new website.