The challenge
Travel Bytes are a digital product agency that works closely with their clients in the travel industry to reduce their cost of ownership compared to building an in-house product.
They approached me to redesign their website to bring it up to the level of their software solutions.
My role
As the UX team of one, I was involved throughout the whole project, from planning, estimating, UX research & design, UI design and front-end development.
Discovery
We held a discovery session to understand Travel Byte’s business, its goals, strategy, customers and so on. We gathered key project information to gain a high-level understanding of the project.
The key goals were to:
- Modernise to the look and feel
- Re-package their offerings
- Improve the messaging
Market research
We identified four key competitors to Travel Bytes, and carried out a review of their websites and messaging.
This process helped Travel Bytes clarify exactly how they should convey their offering and benefits. They settled on the following:
- Automation Planning
- Self-service Components
- Travel Communication
- Marketing Engine
- API Access
- Flight Alerts
User demographics
As a B2B offering, Travel Bytes' customers are large travel companies that need custom software solutions. From years of working with these companies, the team at Travel Bytes understood what questions potential customers of theirs would want answered before making contact with them.
Customers are interested in learning about how Travel Bytes can help their company, but also how their own customers benefit as the end result.
Content creation
We used a shared Google doc to prepare the content. I worked with them to write their content. I recommended an XY positioning statement as it succinctly describes who you help and what you help them with.
We tried several positioning statements, and they tested them internally to see which felt right. We landed on "We improve your travel company’s bottom line with service automation". This was combined with the key benefit as a sub-title, "Reduce your cost of ownership with our specialised travel software".
We worked through benefits, features, testimonials, imagery, contact details and other key content until we had all content written.
Mood board
I designed components and UI elements to maintain a unified design voice. I made the components easily accessible so that Travel Bytes can reuse the components after this redesign.
Design
A brand new look that's bright, clean and focuses on the key messaging for Travel Bytes' customers.
Final deliverables
- Figma mood board and interface designs
- Responsive HTML templates
- SCSS for stylesheets
- Vanilla Javascript for interactive elements
- Parcel JS as the build tool
Takeaways
For small websites such as this, the largest investment of time should be spent creating content getting the messaging right. I try to emphasise that a great website is only as good as it's weakest aspect. Everything must be performaing well for the project to be a success.