Role: Researcher, Designer, Dev lead, Project manager.
Collaboration: SEO team, Front-end developers.
Tools: Sketch, Illustrator, Photoshop, Zeplin, InVision, Jira, Hotjar, Google analytics.
Project aims:
Create a new clean booking flow.
Creation of a static search box through to results page.
Key SEO wording moved above the fold.
Clear illustrative benefits of using the service.
Simplified address search to show regularly booked airports and stations.
Key features of the service highlighted with imagery to draw attention.
Visual indicator for day/night to avoid booking time errors.
New colour scheme and hero image.
Post Project:
A/B test to record number of searches v previous design.
Record number of page visits - Google Analytics.
View heat map to record interactions with icons - Hotjar.
Full landing page
Return trip and via activated.
Dynamic lists of the most searched airports and stations in the last week.
Visual indicators to avoid time confusion when booking.