Digital transformation to drive tourism recovery for the British Tourism Agency.
The global pandemic had a huge impact on tourism in Great Britain. As the world began to open back up, the BTA was responsible for leading industry recovery. There was much ground to cover to transform an outdated and fragmented digital experience, while upholding critical government mandates.
Role & Approach
Strategic Lead & Facilitator
-
Planning & evidence review
-
Stakeholder engagement
-
Defining the approach
-
Multi-segment user research (co-led)
-
Synthesis & storytelling
-
Opportunity mapping
-
Prioritisation workshops
-
Low fidelity prototypes
-
Strategic roadmap & backlog creation
-
Creative direction
Problem Space
Fragmented digital prescence
Multiple websites for different audience segments, with disjointed visual layouts and unclear way-finding. Reflected by disjointed digital strategies.
Research Snapshot
25
Stakeholders were engaged to gather requirements, profile audiences & develop hypotheses.
20
Participants attended a series of four focus groups, which captured early perspectives.
20
Participants took part in one-to-one user interviews, which generated deeper insights.
420
Respondents completed a survey to validate learnings and build a comprehensive view.
Insights
The Core Problem
Industry audiences struggled to find information easily, felt disconnected from the organization and wanted more personalized, timely content and data.
Solution
We built a new design system to ensure consistency and scalability across the platform. This included creating reusable components, introducing a streamlined mega menu for easier navigation and curating audience-specific content with clear signposting.
New Experience
We redesigned the research hub with secondary navigation for easier browsing, call-out components to highlight key releases, in-page search for faster access, and improved content tagging for better discoverability.
Research Hub
Resources for the Business Events segment were integrated into the main website (previously separate) to create a cohesive experience while maintaining a curated experience that provided essential content in a clear and easy-to-navigate way.
Business Events
The Business Advice Hub, a critical resource for domestic suppliers, was modernized with the new design system to present key content in a clean, scannable format.
Business Advice Hub
Impact
+25%
Customer Satisfaction Score
+20%
Site Engagement Metrics
+4%
Annual Visitor
Traffic
+6%
Annual Visitor
Spend