SUMMARY
SUMMARY
After the pandemic, Visit Britain required support to modernize their digital ecosystem, unify 20+ siloed experiences and create a scalable foundation for future programs. I led the strategy, research and implementation for the new digital experience, guiding cross-functional teams through each phase through to launch.
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CHALLENGE
CHALLENGE
The pandemic caused a sharp decline in tourism, with a 20% drop in visitors and a 17% decrease in spend. Many businesses closed permanently, and confidence across the sector was low. Recovery required a clear narrative, a unified digital experience and an approach that could serve highly diverse audience needs.
APPROACH
APPROACH
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Alignment on project brief and key objectives.
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Workshops to profile audiences and gather requirements/priorities.
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Review of strategic documents and existing industry research.
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Preliminary research via focus groups and user interviews.
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Large-scale survey to validate insights learnt through early research.
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Presentation of insights, prioritisation and 'how might we' ideation.
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Tree testing of information architecture.
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Creation of wireframes and visual designs.
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Backlog creation and refinement.
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Launch of MVP and continual enhancement.