The Client
After two decades in the industry, The International Kitchen, known for offering distinctive vacation packages focused on cooking and food experiences worldwide, was prepared for a rebrand and complete revamp of their website. We found their audience to be split into two main groups. First, vacationers who knew where they wanted to go (and likely had booked with The International Kitchen in the past). Then there are the travelers who are all set to go but just need that extra spark of inspiration—a specific trip or a cool place that grabs their attention and gets them excited to book.
The Main Goals of the Project:
1. Enhance the user experience for trip exploration and planning.
2. Streamline and improve the checkout process to boost booking completion rates.
Project Components
Logo Design, Branding and Brand Guide, Sitemap Creation, User Path Strategy, User Experience Planning, Website Design, Content Implementation, Site QA Analysis
Project Context
I designed a homepage layout that allowed users to scroll through numerous trip categories, similar to how users browse places and experiences on familiar sites like AirBnb. The categories featured included popular locations, TIK staff favorites, popular trips, and new trips, and the variety aimed to grab the attention right away of travelers waiting for the right inspiration to book a trip. Alternatively, trips could be accessed through location and region pages, or by category tags applied to the trips (such as Good for Solo Travellers or Intensive Cooking). Once a user had trips catching their eye, they could save them to compare features to help decide which trip best suited their requirements.
The homepage was designed and developed so that users could click or scroll through eye-catching trip categories, accompanied by content that built confidence in The International Kitchen's expertise and offerings.
The project's pivotal step involved redesigning the checkout process, the sole means for users to book trips through The International Kitchen. To ensure successful bookings, I divided the lengthy process into manageable steps, mitigating decision fatigue and overwhelm. Upon clicking "Book Now," a pop-up guided users through trip options individually, providing ample time, information, and mental clarity for each choice. The checkout page features six distinct sections, organized from the previous form's content, with section titles visible upon landing. Only the first section's form fields were initially displayed, progressing to the next upon completion. This approach offered users clear guidance and space for a streamlined booking process.
It was essential to the project's success to make sure the mobile experience was just as striking and effective, to ensure that users could book their vacation regardless of device.
