The old design, (click to see a larger image).
The redesigned homepage, (click to see a larger image).
Travelweek is Canada’s travel trade news source with travel news, jobs, travel industry events, and travel agent contests. Travelweek was doing great in acquiring traffic from social media and organic search engines however user engagement and conversion rates are well below the industry standards. A website redesign, principles of conversion rate optimization coupled with optimized user experience needed to be implemented to remedy this.
We started the creative process by diving deep into their existing Google analytics and identified the areas of the site with high bounce rates.
We also identified the sections with the highest user engagement that needed more prominence in the site navigation and important areas of the content that high prominence in the site but had very low user engagement.
Based on the traffic information identified what the most important breakpoints should be and what sizes the breakpoints should be. In conversation with the client identified the primary user and business goals and ensured that the two were aligned.
Using the insight from the analytics we devised a creative strategy directly addressing the user needs and business goals. We designed a new information architecture and navigational experience that presented content simply and created a new hierarchy based on user goals with the thesis that this optimization would drive the conversion rates higher.
We began the creative process with the design of the moodboards and style tiles.
We started with the design of smaller components based on the feedback we got from the moodboards. These components became the building blocks for the Style Guide document which became a reference for developers.
With this vital document in place, we started to skin the wireframes with the new UI, typography, and colours to create the final mock-ups.
With the wireframes approved and a final style guide approval also in place, the design of the pages and templates went extremely smooth. At this point, it really was a matter of bringing all these elements together on a page.
The final element of the design was the newsletter which was a natural extension of the new website.
I am a Toronto website and motion graphics designer with over 13 years of experience producing creative work for Fortune 500 companies and small business owners alike. I am passionate about the website design industry and about my client’s products.
My Specialties: Website design, Identity & logo design, UI (User Interface) design, UX (User Experience) design, banner ads & Motion Graphics.
If you have a product or service and are looking for a custom solution, I can help. Using my expertise you will get custom solutions and ideas that won’t break your budget and yet be spectacular.
I produce creative that sells and boosts businesses bottom line. My solutions are custom-tailored and are always measured to ensure maximum ROI. Interested or have any questions? Please contact me via email or you can reach me at 416.557.7277