All the research previously carried out in the product page space was collected in one view - user insights map. The map visualised the main user journey and known pain points backed up by qualitative and quantitative data. Having all insights plotted within the context of the users’ journey helped represent the significance of each issue. 

Every key area of the product page was then evaluated using the 10 principles of interaction design. This evaluation was a helpful educational piece that helped the business better understand the user issues we were observing.

Using Baymard Institute as a resource, I collected all the relevant recommendations for best practices when it comes to buying holidays online. Again, this backed up the research findings and helped us understand user expectations and where we weren’t meeting those. 

With the research carried out, I was able to put specific critical areas of the product page forward for ideation. Using the insights, I designed a workshop that produced multiple ideas, which later were prioritised and used to create the new product page prototype. 

The biggest changes proposed concerned the information architecture and content design of the page. At the same time as the redesign, there was a separate initiative well underway -  transforming our front end into react. This meant there were multiple check-in points across the teams to ensure that we are aligned and the design language system is kept consistent even with the proposed changes. 

Our goal was to understand if the new design is helping resolve the previously observed pain points, so the test consisted of two key components: 

• Completing tasks

• Stating preference over current product page vs new product page

When presented with both websites, users expressed a strong preference for the new design. Even the users who knew Secret Escapes and reacted positively to the name, in the end, chose the Holiyay brand because of the better layout and overall experience that they had with it.