Telegraph travel successful pitch, UX and UI design
Challenge
Koiton was invited to participate in a pitch to completely refocus Telegraph's travel offering. Business identified travel as a growing opportunity, and aimed for a lofty 200% revenue increase by 2018.
Approach
A number of workshops were set up to identify segment and demographic. Working with travel specialists we developed an architectural and content solution that would facilitate financial growth.
Outcome
The proposition was positively received by execs, Telegraph travel was green lit and has since gone live. Many of the solutions presented made it into the final product. Visit Telegraph Travel.
Identifying opportunity
Readers trust the Telegraph's opinion. working with the business, an inspiration, research and purchase behaviour was identified. The strategy was to structure and design content that fit within each phase and monetise it. Inspiration was generated by targeted and focused editorial content, relying on advertising revenue. Research would be populated reviews with links to affiliates. Booking would offer readers exclusive offers and packages.
Customer research workshops, generating personas, targeting product
A group of readers, with a wide range of travel habits were invited to the paper. The session proved invaluable, helping identify and focus on the correct segment and product offering. One that aligned with the Telegraph's trust and high quality perception.
Hybrid wireframe deliverable
The deliverable illustrated strategic goals. A prominent search aided exploration, discovery and research phases. Destination hubs were seeded with inspiring activities, tour hotel affiliates, plus exclusive reader offers. High review scoring, high quality hotels had embedded affiliate links. The deliberate use of hybrid wireframe was designed to provoke creative input and discussion at the presentation.
