Challenges & Goals
GROWING ONLINE ENGAGEMENT AND HARD BOOKINGS
Having launched with a basic digital presence and seeing good growth in the business model, Matthew asked me to come on board and take his business to the next level with the goal of being THE premium adventure booking website for Africa travel. He specifically wanted a new creative direction for the brand as well as a CMS solution for marketing and booking purposes.
My role & the design process
AN AFRICAN DESIGN ADVENTURE
I started by looking at the Tribal Tourist target market and current user personas. With the goal of “more adventures booked”, I restructured the UX and journey flows for the platform to make it easier to discover the different types of adventures and to provide a friction-less path to booking. Wordpress was the CMS solution of choice. I refreshed the creative design of the brand all the way through to their content and email marketing templates.
A CONTINENTAL SUCCESS
Over the year following the relaunch, traffic improved five-fold and the website started to move up the search rankings, brand awareness increased due to the website being featured more often in travel publications and bookings for trips tripled due to new offerings and a website that allowed direct booking.