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


  • User thrown straight in form filling with little context.

  • Brand not prominent enough - inconsistent with offline.

  • 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:

  • 2 separate menus on mobile.

  • 3 separate menus on desktop.

  • Issues with site indexing and negative SEO effects because of site hierarchy and multiple navigation. 

  • Mobile style menu on desktop.

  • Less profitable areas of the business were receiving too much traffic.

Dark Wood Panels


Dark Wood Panels

Changes made:

  • 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.
  • Email notification - tempt more sign ups.

  • Trust  banner USPs.

  • Simple search CTA.

  • Extensive menu changes.

Dark Wood Panels
Dark Wood Panels
Dark Wood Panels
Previous Navigation / Header Design
New Navigation / Header Design

Changes made:

  • Simplified menu.

  • Less prominence to less profitable areas of the business in menu.

  • More compact synopsis of search.

  • Search box for modifying a search made consistent with home page search.

Dark Wood Panels
New Mega Navigation

Introduced 'mega' style navigation for Holiday Deals, surfacing main categories with lead in price, reducing a level of hierarchy.


  • Refresh of the brand feel in the UI.

  • Surfacing direct converting deals sooner in customer journey.

  • Further reduction of non profitable navigation links.

  • More inspirational with greater use of images in the deals.

  • Dynamic deals rather than previous hand coded images.

Dark Wood Panels


Dark Wood Panels
Dark Wood Panels
Dark Wood Panels

© 2021 Benjamin Adey