Introduction & Brief
As part of the UX/UI audit course, I redesigned the asie-online.com web platform to give it a current and rewarding brand image. We have also developed a CRM (Customer Relationship Management) for travel professionals, which will be used to manage the site's files and manage manageable content.
Asie Online is a travel agency specialized in tailor-made travel in Asia, for couples, families and groups. Whether it is a first discovery of Asia, an off-the-beaten track tour, a family trip, a free trip, a short stay in Asia, a honeymoon..., Asie Online, offers its experience and skills to help you organize the trip that suits you, according to the period you wish to travel, your travel habits, your desired services, and your budget. They advise and guide throughout the preparation of the tailor-made trip to Asia, through personalized exchanges. To do this, they offer a wide range of tours and stays in Asia.
Asie Online is a travel agency whose current website has many flaws, both UX and UI, that is why I was asked to review from the beginning to the end the creation of this site. In addition to this, II also had to create a CRM.
My role was mainly to conduct user research, evaluate the specific needs of various users, convey key ideas in initial mockups, identify the various UX/UI problems of the site and solve them.
Before I delved into my research, I set myself high quality objectives:
- Nourish a customizable experience in order to allow users to feel in control.
- Reassure the user and guide him through the whole process of creating his trip.
- Consider and build long-term value for users beyond the initial product goals.
- Create a user-friendly and functional CRM.
Note about Iteration:
The project was completed over a 4-month period, including user tests, sketches, etc., in order to have a final project that was completely achieved.
Not being familiar with the tourism industry, I first examined statistics on travel in Asia in order to better target users and have a first approach about this.
Tourism is the world's leading industry and represents nearly 1.2 billion incoming* international tourists per year in 2015. It is estimated to reach 1.8 billion by 2030...! China recorded a growth of 1.4 per cent for all incoming crossings.
South Asia was the second fastest market with 14 percent year-on-year in March this year although in terms of visitor volume, it was still far behind the other sub-regions in Asia / Pacific (860,000 arrivals for the month). With the exception of the Maldives (which recorded a five percent decline), all reporting destinations within this sub-region significantly increased their foreign arrivals with more than ten percent for the month. Nepal and Sri Lanka, in particular, made very strong gains in March 2012, with gains of 37 percent and 21 percent respectively. Southeast Asia became the fastest growing sub-region in Asia / Pacific during March 2012 with a 15 percent increase in international arrivals. Thailand managed to achieve double-digit growth (up 12 percent) for the first time since September last year when floods affected international tourism.
Overall, the strong demand for travel to the sub region has contributed to a strong growth for all destinations. I wanted to better understand the tourism industry and mainly to understand it in Asia, so, after many researches, I realized that this was a very popular geographical area and that it was becoming more and more attractive.
The current website
First of all, I made a complete UX/UI Audit of the current site which enabled me to understand and identify the various current problems of the site:
The whole header is on a carousel with pictures from Asia. In the meantime, we have too much information such as the phone number or the current page (while there is already a list of pages). The logo is in color on a photo background. The "Home" button, which is useless on the home page, the user is therefore dependent on the previous page button, however, for a return to the home page it is recommended to use a logo which is visually more meaningful.
We have difficulties to understand the texts but also the logo. All this leads to a cognitive overload of information, so it is not attractive to the user.
Destinations are simply presented in a long list; they are not highlighted as they should be whereas it is the key of a travel website.
It is a waste of time to look for something in a monotonous list, it might lose the client and the agency would then lose a client.
Travel Formulas / Monthly Selection
Unattractive presentations, poor hierarchy with similar titles for different levels, centered text and buttons too big, with too much text. There are also too many capitalized texts with too many different text sizes.
The information is overloaded, and it can be difficult to quickly understand the different formulas offered, the overload of capitalized text is visually unattractive and typically not correct. It is therefore recommended to use capitalized text only for titles or large sections of pages.
Photos and titles are not put forward whereas they are the essential information for a trip, the texts should not be centered either. Moreover, the number of nights and the price are not very understandable.
The information is misread and in the wrong order. Moreover, the icons of the formulas are not visible enough and it is difficult to associate each trip with a formula, whereas this is the first objective. The lack of understanding of the number of nights with the price makes the user confused, moreover it is not advisable to display the prices if they are too high.
The consultants / The advantages of the agency
This information is essential for new visitors, so it is poorly prioritized and not promoted.
The visitor may have difficulty accessing the information about consultants and advantages, and therefore be lost.
The graphic style of the reviews does not match the style of the site or page, it is essential to reassure the user.
Like almost every element of the page, we don't know what it's doing there. As its graphic aspect is different from Asie Online, it is not really integrated, just like many elements of the site.
This element must be essential and highlighted, but in here, we are dealing with Facebook page inlays. Moreover, the information is not very useful, it doesn't interest the visitor if it doesn't talk about the country he wants to go to.
The news is a little misplaced and has nothing to do on the site because it is not used properly.
The quotation form
Labels are next to placeholder and inputs and there is a misuse of input for some of the fields. All of this creates a form that is too long and unpleasant.
There is a very low transformation rate.
In order to change all this mess, I decided to go for a flat side, using few colors but using them on the right axle. This brings a professional and reassuring side to the user. Also, for iconography I decided to use Google's icon library in order to have a singularity in my graphic charter.
The home page
I decided to create a Dashboard page that is more oriented towards the boss of the company. From this page, we have various more personal information about the agency. First, we have the total incomes, which are presented in the form of a curve diagram
and compared to last year so that we can see how the company is doing compared to last year. Then, we have in the form of a pie chart summary information, the number of latest quotes, as well as the number of new customers, the number of new service
providers... Finally, we find the 3 main travel categories in the form of a diagram and once again compared to the year before.
In my opinion, statistics on a CRM are very important, because they allow you to quickly and efficiently visualize data on your company or agency.
Summary of clients
This is the summary page of all clients indicating various information about them and their travels. From this summary page, it is possible to have a lot of information such as: Surname and first name of the customer, as well as his email address,
the destination he will go to, the date of the last contact, but also his priority which allows to know if his trip is for "urgent or not" needs via a small color code that everyone can understand. It also mentions his referent as well as the status
of his trip, which allows us to be informed if it is "in preparation", "completed" or "in progress". In any case, if the user wishes to have more precise results on his searches, he can also do some filtered searches. Finally, it is also possible
to create a new customer master record for any new customer, as CRM must allow customers to be easily added and organized without any particular effort and in a flexible way. The insertion of a new customer must be possible online and by any person
concerned without technical knowledge of the tool.
The display of this page can change according to your desires, it is possible to put it in the form of a list or a "map", and this via two icons located on the right.
I decided to prioritize this page this way, because in my opinion it is important to have an overview and to be able to filter any search easily.
The customer file indicates in a more precise way all the information necessary for the agency to create a trip. This information is presented in a Dashboard style for an easier understanding for the user and a clearer reading of the different elements
that make up this sheet. On this one, we can find various information. First, we have more personal information such as the client's telephone number, e-mail address and home address. In a second step, there are the different documents necessary
to create a trip that the customer has collected for example the visa, passport... Like the main section of the customer file, we have the next trip that the customer will make with as information all the summary of it such as activities, destination,
dates... We can also find indications to know if the invoice has been paid or not. In addition, we have the history of the trips the customer has made. There is also the customer's history of all the actions he has performed, such as sending an
email, paying an invoice, loading a document... Following this, I decided to add a list of tasks that the customer had to perform. This list is a bit like a reminder so that the whole trip is prepared in the best possible conditions and that there
is no forgetting.
The strong point of this page is to be able to access all the necessary information in a single page.
From this customer file, we have different shortcuts such as sending an email directly to the customer concerned or returning to the customer list. On this form, everything is possible so that we can delete, edit or move everything in our own way.
The choice of the country
This is the first step in creating a personalized trip. It is simple and clear, because it is all about choosing the desired destination. It is possible to search for a destination via a search field. We still find this filter option in order to have a more precise search according to your desires. The list of trips is presented in the form of a "map" or a "list" depending on how easy it is for everyone to understand.
The second step in creating the personalized trip is to accurately fill in your "personal" and "non-personal" information. At the beginning you just have to choose the type of trip such as a private trip, a small group trip or a trip of the EC type. Then, it is asked to inform its name and first name so that the agency knows who it is. It will be essential to inform the number of people who will participate in this trip, so that the providers or activities proposed are equal to the number of people involved. Finally, the customer will have to fill in his departure and return dates. If he already has the necessary travel documents, he may submit them. However, if this is not the case, it will be possible to submit them later via the customer's file.
The last step is to create the program of your trip so that everything is organized in the best possible way. I decided to split this page into two big parts. On the one hand, the agenda with the planning of activities, transport or accommodation.
This agenda can be seen in different forms: by day, week or month, in order to have an easier understanding of the schedule. On the other hand, we have the activities, transport and accommodation offered according to the indications specified above
such as destination, number of people and type of trip selected. Each activity, transport, or accommodation is illustrated with a small icon or photo, as this is visually more meaningful for the customer who wants to project himself into his trip.
To be able to plan his trip I opted for the action called "Drag and Drop" or "Slip and Drop". The task is simple, just select, activity, transport or accommodation and drag it into the planning above. This action is very simple and understandable to use.
Summary of personalized trips
This is the summary page of all personalized trips with various information about them. From this page, it is possible to have a lot of information such as: name and surname of the customer, the destination he will go to, the number of people participating
in the trip, but also, his priority which allows to know if his trip has "urgent or not" needs via a small color code understandable by everyone. It also mentions the duration of the trip as well as the status of the trip, which allows us to be
informed if it is "in preparation", "completed" or "in progress".
Furthermore, if the user wishes to have more precise results on his searches, he can also perform filtered searches. It is also possible to create a new trip for any new customer.
The display of this page can change according to your desires, it is possible to put it in the form of a list or a "map", and this via two icons located on the right side of the screen.
I wanted to organize this page this way, because it is important to have an overview and to be able to filter any search easily.
Here is the summary page of all the trips. From this page it is possible to search for any trip using a filter function. Thanks to the filters, it is possible to search for "all" trips at once or either by category such as "private trip", "small group trips" or "EC trips". Each map is illustrated with a photo of the country according to the trips offered, as this is always more meaningful than just text.
Modification of a trip
In order to have the most accurate description of the trip, there is the summary sheet related to it. This information is also presented in a Dashboard style for a better understanding of the user and a clearer reading of the different elements that
make up the travel form.
On this form, we can find various information. First, we have the essential information about the trip such as the person in charge, or the type of trip, the price, the number of days... Then, we have the travelers who participate in the trip, it is possible to add at any time a traveler via the shortcut "Plus" which is located below. I decided to add a section with the various documents needed to make this trip. We also have the travel schedule which can be modified at any time with the list of services below. Finally, we can find the various opinions of the travelers who have already made the trip.
The strength of this page is that it allows you to access all the necessary information in one page.
The strength of this page is that it allows you to access all the necessary information in one page.
The service providers
Summary of service providers
Here is the summary page of all providers indicating various information about them. On this page, it is possible to have a lot of information such as: name of the service provider, the manager who is in charge of the service, the location, the telephone
number of the service provider, but also the email address of the manager. It also mentions the price of the service provider's service and finally the type of service provider involved, if it is a service provider more oriented towards luxury,
If the user wishes to have more precise results on his searches, he can also perform filtered searches. It is also possible to create a new service provider record for any new service provider who wants to trust the agency.
The display of this page can change according to your preferences, it is possible to put it in the form of a list or a "map", and this by using two icons located in the upper right corner.
I made the decision to organize this page in this manner, because I think it is important to have an overview and to be able to filter any search in a simple way.
Service provider file
In order to have more information about a particular provider, I decided to create a page that precisely describes each provider. On this page, you can find the essentials. First, there is the email address, telephone number and address of the service
provider. Then, we have information on the rooms (services) that the service provider offers with various information such as prohibitions, photos... We can also find the precise "location" of the service provider with different access to access
them and also find other ancillary service providers (restaurants...). After that, I decided to add a "practical information" section that might interest the customers regarding the service provider in question.
On this page, there are different shortcuts such as the possibility to send an email directly to it or a direct access to its website.
On this form everything can be modified, so that we can delete, edit or move everything in our own way.
I decided to integrate an email solution into this CRM. An integrated messaging system will initially make it possible to put an end to the vagaries of customer follow-up. It will also allow you to create and send your campaigns directly from the
software, without having to go through another additional messaging system. I therefore decided to integrate all customer information directly into the software interface.
In my opinion, it is an ideal solution to be able to communicate with clients and service providers easily and at the right time. Finally, the CRM solution with integrated email is also an excellent way to manage your prospecting campaigns, which can be automated very simply.
This is the Quotation page, which is in the same form as the messaging section. On this page, we have on the left all the new or old quotes that have been sent. Once cut we can therefore have a preview of the relevant quote. From the overview, various
information comes to us such as information about the customer (the one he entered when creating his trip) as well as a summary of the trip he is about to make.
All this can be modified directly via the pencil icon at the top right. Moreover, it is possible to go directly to the customer's file or even to send him an email according to his preferences.