World Travel & Tourism Council

Website

Responsive layout

Content Management System

The Challenge

WTTC are the global authority on the economic and social contribution of Travel & Tourism. Their website needed a refresh, the information architecture was hard to understand, it was difficult for the marketing team to keep up date and it didn’t meet the needs of different user groups.

 

The Solution

Start with user needs, both internal and external, align the design and tech choices to support them.

My starting point was to create user personas for the four main user groups that visited the website based on data the WTTC had on it’s members and other groups it produced research for. We validated this understanding with analytics data before completing co-design workshops with the marketing team to redefine the information architecture and design a low fidelity prototype for each type of page structure they would need.

Working with UI designers, Engineers, QAs and PMs we identified a customisable CMS based on C# and set about creating high fidelity designs for each page.

Throughout each sprint we got feedback from the WTTC and some of it’s trusted partners and adjusted the designs accordingly.

The Outcome

At the conclusion of the project the team and I had delivered a site that lead to 20% more membership enquiries and that the marketing team reported was a delight to use!

Example User Persona

Example user persona

Early low-fidelity prototype

Early low-fidelity prototype

Delivered site

Delivered site