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
Understanding the problem
NaturA Aventura is a tourist company that needed a website to show its services: tours and hotels.
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How to provide necessary information to the tourist about tours and hotels, and motivate them to close a reservation process?
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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.
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
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
If you need assistance to plan your vacations, by which method you would prefer to be contacted?
19
7
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
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Life is done to search new places.
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Motivates individual initiatives
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Goal
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Help other to find fullness through nature
Voice
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Open mind
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Knowledge
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Free
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Proactive
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Clear
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Optimistic
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Translator
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Motivating
Strengths
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Adventurous
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Authentic
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Ambicious
Principles:
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Iconic
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Universal
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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
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.
Accessibility Check
There was a review done for each color to pass accessibility and aovid issues while applying them in the website
Prototypes
Home page
Features:
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Changing word tours for adventures
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Keeping a main filter
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Adding "Inspiration" adventures to promote special season offers
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Hotel section added as a carousel
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Since it was important to demonstrate trust, an about us section was added with partners information
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Reviews section to give user confidence
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Contact Us form
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Mini gallery added as part of the footer
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Online chat always available
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Tours & Hotels
Features:
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Using a card list format to show images and main information for tours and hotels
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Including a search, sort and filter for easy navigation
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Quoting button always displayed
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Keeping online chat available
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For special offers an icon will be added as part of the card
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Tours & Hotels detail view
Features:
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Both screens start with images section
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Cards with prices, starts rating and share option are in top of the screen
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Description added below images
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List of characteristics with icons for easily identification (included, itinerary, type of rooms..)
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Quote form is always displayed in the right side, as part of the screen to avoid an external window navigation
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In bottom of the screen displaying customer reviews
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Forms
Features:
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Contact form is displayed as part of the homepage to avoid a new window
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Quote form is displayed as part of the adventure/hotel detail view for this same reason
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Both forms align to the Proactive and Clear tone of voice
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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!