About Thomas Cook
Thomas cook was established in 1841 and was one of the world’s leading leisure travel groups, supported by 22,000 colleagues and operating from 16 countries. You often need to do something to differentiate yourself from your competitors. That’s just what we did with the upcoming redesign of the holidays summary and package options page.
The Challenge
Competition in the travel industry is fierce. The vision remains true to the principles of Thomas Cook 175 years ago - to be the most loved holiday company. The job was to create an easy way to navigate and consistently excellent user experience for the main website and TC brands.
The Process
We began with a research phase - this included SWOT analysis on competitors, reviewing existing style guides and looking at the current customer journey - maps to highlight critical failure points in the current journey and areas of opportunity. From this, a new prototype design was sent out for testing to multiple users. Based on the findings of our research, we aimed to set appropriate expectations for customers and refining the steps required.
The Result
We delivered an improved user experience, making sure that the visual language is consistent, that navigation has sufficient visibility and calls to actions are all clear. Also having avoided two similar pages in the journey, grouping all package options in a simple UI and implementing a new image carousel. This reached significance on mobile +16% for progression to checkout, site conversion was -5%, non-bounce +3% this was deemed positive. For desktop/tablet progression +0.14% conversion +2.58%.