The target users are likely educated, tech-savvy adult travelers of all ages, often international and outdoorsy, with a moderate to high income who want to visit Tirol. Using the Jobs-to-Be-Done framework, I mapped user goals based on real-world needs:

• When browsing accommodation in Tirol, I want to explore a wide range of options with ease, so I can discover places that match my needs and interests 

• When searching for specific types of stays, I want to filter and compare options effortlessly, so I can quickly narrow down the best fit

• When I'm ready to book, I need a straightforward and reliable process, so I can confirm my stay with confidence and minimal hassle

• When using the site on my mobile, I need a smooth user-friendly experience, so I can browse and book easily even on-the-go

I referred back to these during ideation to help focus my design decisions. 

I ran 2 moderated in-person guerilla usability tests with target users. I gave them 3 tasks based on the user jobs. I followed-up each task with the SEQ and calculated the average time on task to gauge the site's efficiency and user-friendliness. I asked particpants to reflect on what felt intuitive or difficult, compare the desktop and mobile experiences and share any unmet expectations. 

I began by looking at the quantitative data to spot obvious pain points, then used qualitative feedback to add context. 

• Task 1 was somewhat difficult, with users highlighting the confusing map tool, inconsistent information, unclear value proposition, poor information hierarchy, and overwhelming text blocks, together resulting in friction in the search flow and high bounce rates. 

• Task 2 was difficult and time-consuming, highlighting issues like being forced to remember information, a generic booking form, lack of system feedback, unvalidated inputs, and no confirmation after submission, leading to frustration and loss of trust. 

• Task 3 uncovered usability issues, including broken mobile layouts, inconsistent listings, duplicate entries, misleading filters, and disruptive ads, reducing trust and decision-making ease. 

Referring back to the high-level usability issues from the heuristic analysis, I categorised and summarised these redesign opportunities which then guided my ideation: 

After distilling these design opportunities from the usability test, I created low-fi sketches, then mid-fi wireframes of the core user journey from homepage → area overview → accommodation listing → booking. I ideated different ways to implement the improvements, and conducted a competitor analysis before finalising my solution for both desktop and mobile.

My proposal for optimising the Tourismus Tirol tackles key user pain points through clearer navigation, mobile-friendly layouts, and consistent, digestible content. It streamlines browsing and booking while providing helpful feedback. This aims to not only build trust and reduce user effort, but also reduce bounce, and boost satisfaction and turnover for Tourismus Tirol. This case study shows how a thoughtful user-centred approach can transform a product to better benefit both user and business. 

Given more time, I would conduct another round of usability testing with the interactive high-fidelity prototype, to validate design changes and assess the functional experience as a whole. Despite this, this project has honed my skills in UX strategy, building repsonsive WCAG-compliant design systems, while also refining my ability to balance business goals with user needs.