PROJECT
Icelolly Home Page & Navigation Design
When I arrived at Icelolly, the site was a very plain white site. I felt it lacked inspiration and identity as a holiday comparison site.
The navigation was also very confusing.
Previous Design
ISSUES:
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User thrown straight into form-filling with little context.
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Brand not prominent enough - inconsistent with offline.
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Lacked inspiration and identity as a holiday site.
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2 separate menus on mobile.
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3 separate menus on desktop.
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Issues with site indexing and negative SEO effects because of the site hierarchy and multiple navigation.
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Mobile-style menu on desktop.
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Less profitable areas of the business were receiving too much traffic.
PHASE ONE DESIGN CHANGES
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Full screen background image - ability to use to emphasise brand/holiday lifestyle - also gave the ability to sell to 3rd party brands (Desktop & Tablet).
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Stronger branding.
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App-like feel on mobile with direct links to both search and deals business areas.
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Reduced size of form.
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Email notification - tempt more sign-ups.
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Trust banner USPs.
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Simple search CTA.
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Extensive menu changes.
Previous Navigation / Header Design
New Navigation / Header Design
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Simplified menu.
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Less prominence to less profitable areas of the business in menu.
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More compact synopsis of search terms.
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Search box for modifying a search made consistent with home page search.
New Mega Navigation
Introduced 'mega' style navigation for Holiday Deals, surfacing main categories with lead-in price, reducing a level of hierarchy.
PHASE TWO DESIGN CHANGES
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Refresh of the brand feel in the UI.
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Surfacing direct converting deals sooner in the customer journey.
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Further reduction of non-profitable navigation links.
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More inspirational with greater use of images in the deals.
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Dynamic deals rather than previously hand-coded images.
