Company
Mail Metro Media
Responsibilities
UI design and webflow development
Project length
1 month
Mail Metro Media
UI design and webflow development
1 month
The global pandemic forced countries to close their borders to the world. With the threat now more or less under control, Australia has opened its borders to tourism.
Seeing this as an opportunity to welcome travellers back to Australia, Queensland.com partnered with the Mail Online to deliver a high impact landing page to inspire readers to consider Queensland as their next holiday destination.
©2023 Queensland Australia
We start our web design projects by trying to understand the problem by looking at the business goals and needs of the user.
©2023 Queensland Australia
Bookings to Queensland have been down over the past few years because of:
1
Brexit and economic instability.
2
Barriers of distance, value for money and fashionability.
3
Natural disasters, bushfires, global COVID-19 pandemic.
‘Queensland is currently perceived as a holiday destination that is remote, unsafe and expensive. How can we design a landing page to reeducate the user and motivate them to book a holiday with us.’
Our client’s objective was to educate users to rethink Queensland as a safe and affordable holiday destination.
Position Queensland as a safe destination, accessible and value for money.
Surprising users with experiences they might not associate with Queensland.
Link Queensland with 2021 travel trends (travel bubbles, road trips, wide open spaces and sustainability).
Highlight benefits of Queensland holiday.
We would use the following metrics to track the performance of the landing page.
Goal metric indicators:
What are the features or content that this website would include?
Responsive web page optimised for mobile.
Image gallery and video.
Customer testimonials.
Highlight benefits of Queensland holidays.
Highly visible calls to action.
Find out more about our web design process
Two personas were supplied by our client and were used in content creation:
Background
Having defined the website’s users, we considered user stories to determine what tasks users may want to accomplish when visiting the landing page.
User stories help to understand user needs, pain points, emotions and opportunities and how best to respond to them as website design features.
Example user stories:
We are also aware of the cognitive emotions that users need to feel when visiting the web page and the web page design should reflect these.
Cognitive emotions of the user
The website experience will aim to target these cognitive emotions and gently direct the user to making a decision on a holiday destination.
When starting the project’s visual design we look at the client’s brand and their goals.
The brand direction is important in determining how users feel when they come to the website and will also help with font and image selection, colour and icon design.
Co-partnership brand:
After the visual brand was determined we moved onto wireframes and mockups.
Wireframes focus on:
Find out more about our web design process
The sum total of all the work up to this point. Mockups bring layout, typography and colours together whilst communicating the brand to the user.
The purpose of the landing page is to drive traffic to Queensland.com by showcasing experiences, building trust and curiosity.
Callouts (1 - 5):
1
Grabs user’s attention with high impact full cover image and video.
2
Directs user to 4 sections of the website. Sticky nav is visible at all times reminding users that there is more to read.
3
Gallery with full-width image blocks. Micro interactions provide feedback to user when hovered over and image scales.
4
Social proof from Queensland business owner gives overview of region’s views and natural beauty. Helps to break up page content.
5
Provides information on nature in Queensland.
6
Social proof championing whale watching in Queensland.
Callouts (7 - 11):
7
Brief introduction on Queensland’s islands.
8
Social proof championing reefs in Queensland.
9
Section with information about inspiring days out.
10
Social proof championing local experiences in Queensland.
9
End of page encourages user to find out more about Queensland after reiterating the benefits. Not surprisingly, this button received the highest click rates.
Web pages should talk to the user. They should address users’ needs and fears. Unfortunately, the user experience design for this project falls short and fails to solve their problems.
©2023 Queensland Australia
This web page would have benefited from addressing the objectives that we defined at the beginning of the project:
Disappointingly, I feel this hub will suffer from the same problems as its predecessors by not focusing on the user needs.
However, all is not lost and by speaking to the user with better written content I feel the project would see higher engagements, reduced bounce rates and clickthroughs.
Need a consultation? We can advise
Whatever your business needs, we’ll create a great looking website that works for you.
Be first to receive offers and latest articles
