Your Golf Travel hired me for a 3 month contract to create a brand new booking journey across desktop and mobile. This experience had previously occurred via their call centers, and existing customers were not accustomed to making online bookings. My aim was to freshen up the look and feel as well as creating something super intuitive for the customer.
Based on research and stakeholder discussion I created 3 new personas; encapsulating the average golf travel booker. These were used to guide us through the current website, pulling out pain points and gain points and capturing opportunities for improvement across the site.
The typical YGT customer falls within the age range of 40 to 60 and may not possess the same level of tech competency as younger generations. It was important that the new booking flow took a step-by-step approach - guiding the user through each section. Tool tips and guided error messages played a big part in this experience.