British Virgin Islands: Redesigning Tourism UX to Simplify Travel Planning
Design System, Content Strategy, Information Architecture, Visual Design
What is the British Virgin Islands?The official tourism website for the British Virgin Islands is "bvitourism.com". This site is operated by the British Virgin Islands Tourist Board and provides information about the islands, including attractions, accommodations, events, and travel planning tools.
CHALLENGE
1. Reduce clicks to find relevant content.
2. Increase engagement in planning and booking sections.
3. Address traveler confusion about reaching the islands (due to indirect flight routes).
RESULTS
Improved engagement in travel booking sections
Reduced customer service inquiries regarding travel logistics.
HSMAI Adrian Awards/Best of UX: Gold Award
Prototype + Assets: http://vn3d27.axshare.com/tableofcontents.html
My Role
UX Lead – Led the redesign of the British Virgin Islands tourism website, focusing on usability, navigation, and engagement.
Team
Worked with tourism board stakeholders and local marketing agencies.
Tools Used
Axure, Site Analytics, User Testing, Photoshop
Timeline
4-6 Months
The Approach
Conducted content audits and usability testing.
Developed a new sitemap and wireframes.
Created a fully interactive prototype for testing.
Reduce number of clicks to relevant content
Reduce calls & emails to the board
Increase time spent on planning and booking sections
Create a dynamic site that encapsulates the true feeling of the islands
Objectives
User Journeys
Content Strategy
Wireframes
Prototype
Design System
Visual Design
Deliverables
Old Site Design
User Journey
Content Strategy
Crawled all affiliated sites
Found user behavior patterns within analytics
Created and Tested through card sorting new sitemap
Captured all components across different entities
Consolidated, named and numbered all future components
Established and defined templates
Wireframes / Prototype
Visual Design
