We were approached by Trafalgar’s technical partners, Factory3, to improve the UI and UX of the existing online booking process. It was experiencing high drop-off rates, with many of their over 50s customers opting to call the service support line to complete their bookings.
With a recently completed re-brand and the re-skin process about to kick-off, this was the perfect opportunity to review the UX and adapt the key user journeys to suit the needs of their not-so technical customer base.
User Journey Maps, Wireframes, UX/UI Design
Collaborating closely with Trafalgar’s outsourced technical partners, Factory 3, we worked extremely hard to ensure that any design solution we created was not just user friendly, but also compatible with the existing back-end technical architecture.
This was achieved through conference calls, screen-shares and face-to-face meetings, as well as an in-depth analysis of the platforms technical specifications.
To cater for the target demographic of over 50s, we simplified the entire booking process by breaking it down into bite-sized steps, accompanied by contextualised help prompts to reduce the number of users dropping off due to confusion.
Using tried and tested UX techniques such as gradual progression, social proof, clear calls-to-action and recommending instead of showing equal choice, we were able to increase website booking conversions by over 30%.