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 in 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 holiday site.
This project not only involved redesigning the home page and main entry point to Icelolly, but also rationalising the confusing navigation which had a number of issues:
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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 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.
Initial UI DESIGNS:
Changes made:
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Full screen background image - ability to use to emphasise brand/holiday lifestyle - also the ability to sell to 3rd party (Desktop & Tablet).
- Stronger branding.
- App like feel on mobile with direct links to both search and deals business areas.
- 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
Changes made:
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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.
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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 2:
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Refresh of the brand feel in the UI.
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Surfacing direct converting deals sooner in 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 previous hand coded images.
FINAL UI DESIGNS:
