Redknot. Redesign of their home page and itinerary.
2020
ABOUT THE PRODUCT
Redknot, a company that offers travel tours in Latin America with a personalized guide.
MY ROLE
UI Designer
UX Researcher
UI Copywriter
MAIN PROJECT GOAL
Improve users' experience when browsing Redknot's website and invite them to try Redknot's services.
DISCOVERY
BACKGROUND
Redknot was a service focused on more human and local tourism. Through its Redknot Ambassadors, travelers from all over the world could enjoy Latin America through the eyes of locals, interesting people who would take you to unique experiences and make you live the trip as if you had always lived there. To communicate with its users, Redknot had a website on both web and mobile, where users could learn about the brand, create their itineraries, choose their ambassadors and purchase their services.
CHALLENGES
Confusing Interface and Information:
Users may not understand exactly what Redknot is and how to use.
Non-completion of tasks:
Users get lost in the interface and fail to concretize a travel itinerary or communicate with their guides.
PROJECT GOALS
Introduce users to the services offered by Redknot in a more user-friendly way on the homepage.
Improve the flow experience in the itinerary builder in order to end up with a purchase.
PROBLEM DEFINITION
USABILITY TESTING
To understand what the biggest pain points were, we tested the tools and invited users to give us their insights.
SCOPING
Based on research insights, these criteria were to be prioritized in the web development
Homepage Clutter:
Users may not understand exactly what Redknot is and how to use.
Accessibility Challenges:
Issues were identified in reading specific elements and accessing certain sections of the site, highlighting the importance of optimizing readability and navigation for enhanced user accessibility.
Comments I made in the usability tests
Country Availability and Itinerary Complexity:
Users reported a lack of clarity regarding available countries, coupled with reservations about the need to contact an agent for creating more intricate itineraries.
EXPLORATION
HOMEPAGE
To define the order of the sections and the information architecture, we did a brainstorming workshop, in which we sketched the different types of design until we found the most optimal one.
ITINERARY BUILDER
For the itinerary builder it was a more direct process, since it came out after the homepage, we already had the styles defined, as well as some components and the style guide, so we did some exploration in low and mid fidelity wireframes.
THE SOLUTION
DESIGN SPRING
By using a new development tool in which I was going to be directly involved in the front-end of the website, we made a schedule that reduced the learning curve, starting first with the simplest things inside the homepage: Footer, FAQ and Contact. Then we moved on to the other sections, including the itinerary builder.
HOMEPAGE
ITINERARY BUILDER
