WIP │ The Thinking Traveller │ Results Page Optimisation

Project overview

Context
The Thinking Traveller is a premier luxury villa rental company renowned for providing exclusive, hand-picked properties. As Lead Designer, I was tasked with refining the search results page as part of a broader initiative to improve the company’s UX/UI and rebrand the platform with a high-end design language. Research revealed that users were 40% more likely to book or enquire if the search results page was included in their journey.

Task/Objective:
Enhance the search results page to boost user engagement, streamline navigation, and increase conversions. Key objectives included integrating new features like “recently viewed” properties, improving search filters, and ensuring a seamless user experience that aligned with the brand’s luxury appeal.

Actions:

1. Research and Analysis
   
   1. Conducted competitor analysis and user feedback sessions to identify pain points in the search and shortlist process.
   2. Developed hypotheses based on user data and business objectives to inform design improvements.
2. Design and Feature Development:
   
   1. Created interactive prototypes and wireframes for new features such as:
      1. Recently Viewed Properties: A module linking viewed properties to shortlist and enquiry pages.
      2. Guidance Cards: Prompts encouraging users to create a shortlist, validated through A/B testing.
      3. Mini Slideshows: Visual previews of properties for better engagement on the results page.
      4. Filter Tags: Enhanced transparency in filtering selections.
      5. Left-Hand Filtering: Designed and tested vertical filters to improve usability.
   2. Integrated features into a scalable design system to ensure consistency across the platform.
3. Rebranding:
   
   1. Undertook a thorough company rebranding to enhance the brand’s luxury appeal and maintain consistency across all touchpoints.
   2. Implemented a high-end design language and scalable design system, positioning the brand as a market leader in luxury travel.
4. User Testing and Validation:
   
   1. Conducted A/B testing and live usage analysis to validate design choices, iterating based on outcomes to achieve measurable improvements in engagement and conversion.

Key Achievements:

1. Data-Driven Results:
   
   1. Users were 40% more likely to book or enquire if the search results page was part of their journey.
   2. Introduced a shortlist guidance card, leading to a 30% increase in search-to-lead generation conversion rates.
   3. A/B testing of guidance cards delivered a 5% uplift in shortlist enquiry conversion rates.
   4. Recently viewed feature boosted lead generation by 7% through personalised engagement.
2. Rebranding Launch:
   
   1. Delivered a 27% increase in seasonal conversions through a cohesive, high-end design language.
   2. Launched a scalable design system, ensuring consistent branding and UX across all platforms.
   3. Blended storytelling, visual design, and user experience to position the brand as a market leader.

New Features:

1. Recently Viewed:
   
   1. Implemented a module to show previously viewed properties, enhancing personalisation and relevance for users.
   2. Expanded the feature to empty enquiry pages, driving more shortlist enquiries with higher conversion rates.
2. Mini Slideshow:
   
   1. Created a visual preview experience to better showcase properties on the search results page.
3. Left-Hand Filtering:
   
   1. Designed a vertical filtering system, tested alongside the legacy horizontal filters to evaluate live user engagement and preferences.
4. Filter Tags:
   
   1. Added tags for applied filters, making the filtering process more transparent and manageable for users.
5. Guidance Card:
   
   1. Introduced a feature to encourage shortlist creation, validated through A/B testing, which resulted in measurable conversion improvements.

Key Skills and Contributions:

1. UX/UI Design:
   
   1. Designed and refined user-centred solutions, ensuring functionality and aesthetic appeal.
2. User Research:
   
   1. Conducted interviews, testing, and data analysis to validate hypotheses and designs.
3. Prototyping & Testing:
   
   1. Developed and tested interactive prototypes for rapid iteration.
4. Design Systems:
   
   1. Created a scalable system to maintain consistent branding and UX across platforms.
5. Collaboration:
   
   1. Worked closely with cross-functional teams, including developers and product managers, to deliver impactful solutions.