Atlantic Reach desired a new website that simplified the user journey for each of their customer segments, minimising the amount of clicks for visitors to book accommodation and locals to book leisure facilities.
As part of the team at Idenna Creative, my role focused on UX design, designing a clearer navigation menu, reducing the amount of clicks in the booking process and enhancing the experience through increased visuals.
1. The Problem
Early conversations with Atlantic Reach focused on the requirement for a new website to solve two main issues: A clearer user journey for the two main customer groups, and strategically positioned booking links to ensure bookings in the minimum amount of clicks possible.
2. Solution & Design
Wireframe concepts focused on re-designing the navigation menu into categories, making it quicker for different user groups to navigate to the intended page.
Strategically placed booking links were decided with supporting data from platforms such as Google Analytics, Search Console and HotJar. Allowing users a simpler path to book the required service.
3. Role & Launch
I led the UX design and managed the project, alongside development support. The development took place on WordPress and was launched in July 2023, with the entire project timeline consisting of 4 months.
Results
Increased holiday bookings
Atlantic Reach reported increased holiday bookings after launch, compared to the previous website.
Positive User Feedback
Both holiday visitors and locals found the website easier to book, more visually appealing and felt it better reflected the brand.
Simplified Navigation
The menu layout supported clearer funneling of traffic with a decrease to the bounce rate seen on the homepage.
