Case study

Uplifting the UX of One of Australia's Largest Tourism Providers

Travel
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Challenge

A tourism provider’s current booking platform contained several roadblocks for users, leading to high cart abandonment. Then, when the client acquired several parks, resorts and lodges, it was clear that its current content management system (CMS) could not handle their cross-platform content needs.

Outcome

With support from our experts, the tourism provider was able to implement an enhanced user experience and a foundation for a headless migration.

One of the largest tourism providers in Australia struggled to get the most out of its booking platform and content management system. 

 

It turned to Endava to support a digital transformation which would enhance its user experience (UX) and optimise its content delivery.  

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Mapping a path to a new solutions

Its existing booking platform featured a number of roadblocks for users, which led to high cart abandonment. Then, when the organisation acquired a number of parks, resorts and lodges, it became clear that its current CMS – Wordpress – could not handle its cross-platform content needs. 

 

It regularly struggled with several challenges, including:  

  • Duplicated content required manual uploading across sites 
  • Pricing, cancelation terms and membership options were unclear 
  • Lack of payment options leaving international guests unable to checkout 
  • The checkout flow was not intuitive leading to high cart abandonment 
  • Modules and templates lacked flexibility 
  • Website was not optimised for mobile 
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Delivering a three-part approach

  • UX research

    Our design team conducted research, looking at the client’s analytics and user-website interactions using Hotjar. We also carried out individual interviews with members of the company, as well as other stakeholders.   

  • Optimised checkout

    Following thorough research, we designed an enhanced checkout flow to remove roadblocks, increase conversion for both bookings and membership and increase guest awareness of cancellation policies, supporting them to complete their booking.  

  • Content Modelling

    After identifying the client’s needs and optimum CMS solution, all existing Wordpress modules were documented. Additional modules were designed to kickstart the content modelling process as its website transitioned to Contentful. 

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Our approach in action

In close collaboration with the client’s teams, we worked through several stages to deliver the final result, including: 

  • Discovery workshops and user behaviour research  
  • Prototype design to optimise checkout and test with users  
  • Development of handover sessions and design quality assurance  
  • Catalogue of all existing Wordpress modules 

This allowed us to delivered an augmented UX to ensure the client met its digital transformation goals. The travel provider was able to improve conversion and implement a foundation for a headless migration to Contentful.   

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