Optimising Intrepid Travel's Wishlist Experience

Client: Intrepid Travel
Project Duration: 1 month
Role: Senior UX Designer
Team: 1 UI Designer, 1 Front-End Developer + wider governance team including Tech Lead, Digital Management, Business Analyst, Insights, Brand.

Intrepid Travel are a group adventure travel company offering more than 1,100 escorted tours worldwide. A certified B Corporation, the company's headquarters are in Melbourne where it was founded with more than 30 offices worldwide.

Introduction

Intrepid's Wishlist web page redesign aimed to address key user pain points, improve the overall user experience, and ensure customers could easily save, locate, and manage their desired trips through a more intuitive and user-friendly interface.

As a high-value page for the business it was also important that we kept emotional connection top of mind. A users wishlist is a place to explore, to dream and to feel inspired. How might we nurture that relationship?

The Problem Space

  1. Customers are given the opportunity to save trips from the pages displaying trips and the trip page using the shortlist icon/button. However, without proper notification, customers do not know where to access and locate their saved trips.

    How might we help the user find the wishlist page so they can see the trips they’ve saved?

  2. When customers delete trips from their wishlist, from trip pages or from other pages showing the trips, there is no notification to inform them of the action.

    How might we alert the customer if they are certain they want to remove a trip from the wishlist?

  3. Customers find it difficult to compare the trips on the wishlist page with the shortlist trip card.

    How might we design a new shortlist trip card to help the customer compare the trips saved in the shortlist page?

Design Phase

Ideation and Wireframing

In the design phase, we brainstormed ideas and created multiple wireframes to explore various layout possibilities. Our goal was to find the best opportunities to enhance the Wishlist page and its components, ensuring an intuitive and comprehensive user experience.

Stakeholder Collaboration

Collaboration with key stakeholders was crucial during this phase. Their insights helped us understand the essential elements and features that the Wishlist page needed to incorporate to meet user needs effectively.

Key Design Principles

  1. Intuitive Layouts: We focused on creating layouts that were easy to navigate and understand, ensuring users could quickly find and interact with the Wishlist features.

  2. Clear Visual Hierarchy: By organising elements logically and prioritising important actions, we aimed to guide users effortlessly through their Wishlist journey.

  3. Consistent UI Components: We ensured that all UI components aligned with Intrepid's overall design system, maintaining visual consistency across the website.

Prototyping and Iteration

We created several high-fidelity wireframes, refining our designs through multiple iterations. Each version was reviewed and tested to ensure it met our objectives and addressed user pain points effectively.

User Testing

To validate our designs, we conducted usability tests with high-fidelity prototypes. Users were asked to perform tasks such as browsing trip pages, saving trips to the Wishlist, and managing their saved trips. This testing provided invaluable feedback, allowing us to fine-tune our designs and improve the overall user experience.

Key Improvements

  1. Enhanced Call-to-Action (CTA): We updated the CTA copy to be more descriptive and user-friendly, helping users understand the actions they could take.

  2. New Card Layout: The redesigned card layout showcased trip details more clearly, allowing users to view and compare multiple trips without excessive scrolling.

  3. Notification System: We introduced notifications and alerts to inform users when they added or removed trips from their Wishlist, reducing confusion and enhancing user control.

Final Design

The final design incorporated all the improvements and feedback from the testing phase. It provided a seamless and enjoyable user experience, making it easier for customers to save, find, and manage their favorite trips on Intrepid's Wishlist page.

Implementation Phase

Development Collaboration

Our design team worked closely with the development team to ensure that the final designs were implemented accurately and efficiently. Regular check-ins and feedback sessions were held to address any issues that arose during the development process.

Quality Assurance

Before the new Wishlist page was launched, we conducted thorough quality assurance testing to ensure all functionalities worked as intended. This included testing on various devices and browsers to guarantee a consistent user experience across different platforms.

Post-Launch Analysis

User Feedback

After the launch, we collected feedback from users to understand their experience with the new Wishlist page. This feedback was overwhelmingly positive, with users appreciating the intuitive layout, clear notifications, and improved usability.

Continuous Improvement

Based on user feedback, we identified areas for further improvement. Some of our favorite features to give the Wishlist even more interactivity have been backlogged for future iterations. These include options for users to arrange their trips as they wish, facilitating easy comparison, and adding filters to give customers different options to visualize the trips (e.g., by departure date, trip length, price).

Future Enhancements

Personalisation

In the future, we plan to incorporate more personalisation into our Wishlist feature, such as addressing it as [First Name]'s Wishlist or including the user's first name in modal messages. This will create a more personalized and engaging user experience.

Additional Features

We aim to implement additional features such as enhanced filtering options, personalised recommendations based on saved trips, and more interactive elements to further improve the user experience.

Conclusion

The redesign of Intrepid's Wishlist web page has significantly enhanced the customer experience by addressing key pain points and providing a more intuitive and user-friendly interface. Through comprehensive research, iterative design, and thorough testing, we have created a Wishlist page that meets the needs of our users and aligns with Intrepid's brand values. We look forward to continuing to improve and innovate, ensuring our customers have the best possible experience planning their adventures with Intrepid.