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How to reach international tourists by providing confidence and motivating them to make reservations?

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Tools:
Figma, Adobe Illustrator, Adobe Photoshop, Watson Sentimental Analyzer tool

Project Phases
Benchmarking
Interviews
Natural Language Understanding
Tone of Voice
Architecture Information
Design System
Accessibility Check
Prototypes

Understanding the problem

NaturA Aventura is a tourist company that needed a website to show its services: tours and hotels. 

  • How to provide necessary information to the tourist about tours and hotels, and motivate them to close a reservation process?

 

  • How to convey trust and support through a digital solution?

Their main goal was to reach international public and they had these concerns:

Tourists need information to plan vacations

Tourists need support and accompaniment to have make reservations and have a good vacation time

Tourists need to feel trust to make purchases

Point of view

How might we?

How can we convince our users to buy?

How could we give credibility to tourists about our service so that they make a final purchase?

How we can provide the necessary information to facilitate the purchase process?

Research

With company manager we thought below needs from tourists (these will be confirmed later in enterviews) and define 3 potential questions we needed to resolve. 

Researc

Benchmarking

We listed 10 important points we believed tourism companies need to provide in order to solve our ¨Point of views¨, and with this information we analyze if competitors provide them or not. 

Web site
Tours info
Online quoting
Contact info
About us
Chat
Website in English
Reviews
Partners Info
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Results showed us that small companies (competitors) rely only in social media to sell their services, most of their websites were not updated. But, despite this, Natura Aventura wanted to provide a complete website to potential buyers to give them confidence showing a professional image through their site

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If you need assistance to plan your vacations, by which method you would prefer to be contacted?

19

Whatsapp

7

Facebook

5

Web chat

If you plan your vacations and use digital media which device you use the most?

14

Smartphone

7

Computer

1

Tablet

Which information is importat for you
when you buy a tour?

Price

Included

Reviews

Pictures

Contact info

Which characteristics should a website include to generate trust?

Reviews

Pictures

Contact info

Videos

Company info

20

Interviews

applied, asking about tourist experience while searching for tours and hotels in websites. 

Natural language understanding

Using Watson, IBM tool we analyzed the Interviews and all the answers were associated with positive language below words were associatated with this feeling: 

Trust

Quick response

Reviews

Secure

Attention

Professional

Experience

Service

Efficient

Tone of Voice and Principles

Before starting UI wireframings and explorations, we decided to define Natura Aventura personality, so this can help us as guidance to show its identity through the website

Explorer archetype

Description

  • Life is done to search new places. 

  • Motivates individual initiatives

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Goal

  • Help other to find fullness through nature

Voice

  • Open mind

  • Knowledge

  • Free

  • Proactive

  • Clear

  • Optimistic

  • Translator

  • Motivating

Strengths

  • Adventurous

  • Authentic

  • Ambicious

Principles: 

  • Iconic

  • Universal

  • Conversational

Architecture Information

Acerca de

Tours

Hotels

Contact

About us

Gallery

NaturA Aventura

One day tours

Packages 
Tour + Hotel

Services

Kind of hotel

Photos

Rooms

Social media

E-Mail

Phone number

Location

Schedule

Description

Vendors

Reviews

Natura moments

UI Design

Design System

The tool used for UI Design was Figma.

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I started creating a basic Design system following color schema that was previously defined and that includes a "starter pack" of components to start designing first screens.

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Accessibility Check

There was a review done for each color to pass accessibility and aovid issues while applying them in the website

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UIDesign

Prototypes

Home page

Features: 

  • Changing word tours for adventures

  • Keeping a main filter 

  • Adding "Inspiration" adventures to promote special season offers

  • Hotel section added as a carousel

  • Since it was important to demonstrate trust, an about us section was added with partners information

  • Reviews section to give user confidence

  • Contact Us form

  • Mini gallery added as part of the footer

  • Online chat always available

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Tours & Hotels

Features: 

  • Using a card list format to show images and main information for tours and hotels

  • Including a search, sort and filter for easy navigation

  • Quoting button always displayed

  • Keeping online chat available

  • For special offers an icon will be added as part of the card

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Tours & Hotels detail view

Features: 

  • Both screens start with images section

  • Cards with prices, starts rating and share option are in top of the screen

  • Description added below images

  • List of characteristics with icons for easily identification (included, itinerary, type of rooms..)

  • Quote form is always displayed in the right side, as part of the screen to avoid an external window navigation

  • In bottom of the screen displaying customer reviews

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Forms

Features: 

  • Contact form is displayed as part of the homepage to avoid a new window

  • Quote form is displayed as part of the adventure/hotel detail view for this same reason

  • Both forms align to the Proactive and Clear tone of voice

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Final UI Version

Mobile

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Desktop

Conclusions

There were some changes after the UI design process, and also some limitations due the platform used to develop the website despite this, the learning process was really enjoyable, there was a near contact with the company founder which allowed me a fully understaing of the company, their culture and the message they wanted to transmit through the digital solutions. I really liked the small user research process the stage I enjoyed the most was the natural language understanding from the interviews done, this was really crucial to detect which experiences and words were related to happiness and trust, and was really interesting finding how to transmit these same feelings through the website.

Thanks for watching!

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