Wooden Hut

Sustainable travel 

This was a 1.5 month-long project where I explored creative solutions to drive sales and enhance customer experience.  

. This case study focuses on the assignment reporting portion of the project.


Byway Travel

Explore creative solutions for the key pages on the site, expected to be:

- Homepage
- Talent Page/Portfolio Page - News

- Identify clearer ways for users to use the website.

Define a site map, user flows, customer journeys, and explore the design solution for the website.

Assist in the Design production, and build of the website across mobile and desktop using Squarespace.

Client Involvement

- Attending reviews, providing feedback and sign-off



I firstly ran a Web optimization report, identifying areas of improvement such as using descriptive link text that tells visits what they'll see if they clint on a link. 

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User flows

Finding the website hard to navigate, I conducted interviews with various potential clients to see how they used the website.  I also looked at the journey flows of the website through google analytics, confirming where areas of improvement needed to be added. 

Key takeaways were

  1. making certain trips more accessible on the homepage

  2. Add more Covid information and make it clearer.

  3. Add key selling points to the about pages

  4. Make sure all trips are clearly tables in the metadata. 

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Competitor review

In solving some of the usability problems, and understanding where your product or service stands in the market, I identified that certain benchmarks would be worth exploring.

Such as Search by Place

Cards showing pictures, names of activities, ratings and price.

Save your holiday,


Map to the locations. 

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Customer journeys

I found that the client was only taking into account the behavioural consumer responses of the customers journey. By added a full customer experience, including cognitive, affective, sensory, and behavioural consumer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages.

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UX Website review

Taking into account the user journeys and research, I made some suggestions of how I felt the website needed to be improved. 

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It became clear that I needed to see how more of my ideas were going to enhance the rest of the website. 

Research showed that it was very unclear how the process of the trip worked so I designed a banner to make this clear. 

Currently, the website can only be viewed by destination so I also added in key pages of how people may search for a trip depending on the days and added in trips that you can buy off the shelf, a feature they originally had but was very hidden. 

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From the client's feedback, I went on to a more detailed version of how the current client's trips could be added to the website. 

Creating mid-fidelity wireframes, my first versions were annotated with descriptions of each part of the page design. After receiving initial feedback, I revised the wireframes. For Byways responsive website, I designed the mobile version first, as this allowed me to fully consider the technical needs and layout of a travel website that would display many options for users to discover and book their time travel destination.

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Byway Sitemap blue.png

Wanting to give a few more ideas of how the homepage could be designed, I made some wireframes in Figma for a responsive homepage.  


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