- Role
- UI Designer, supporting Indago Digital's in-house Creative Strategist/UX Designer
- Agency
- Indago Digital (now Alley Group (opens in a new tab))
- Users
- Travellers planning guided tours of Australia and New Zealand
- Year
- 2017
Overview
With the agency Indago Digital (now Alley Group (opens in a new tab)), I designed the mobile UI for AAT Kings' new responsive website in a support role to the agency's in-house Creative Strategist/UX Designer. It was built to inspire wanderlust, and to make tours easy to find and book on a phone.
AAT Kings has run tours for over 100 years and holds the first coach touring licences issued in Australia. More than 250,000 passengers travel with them every year, and the industry recognises them with awards year after year.
Impact
- A mobile homepage designed end to end, from tour search to footer
- Search, tour types and calls to action kept front and centre on small screens
- Designed to lift conversions for a brand carrying 250,000+ passengers a year
Challenge
AAT Kings needed a responsive website that worked as well on a phone as on a desktop. On mobile, it had to capture the spirit of adventure while making it quick to find a tour and start booking.
The Approach
Strong imagery, a carefully chosen colour palette and inviting layouts set the mood. Underneath, intuitive navigation, prominent calls to action and a smooth path to booking kept the journey simple, with responsive layouts and optimised performance throughout.
Design
The mobile homepage leads with a tour search (tour type, destination and dates), then invites exploring: day tours, an interactive map of Australia and New Zealand, featured tours by style, traveller stories and experiences, and a newsletter sign-up.
The full mobile homepage, top to bottom
Project Reflection
Outcome
By evoking a sense of wanderlust while keeping the interface easy to use, the new site helped drive higher conversions and kept AAT Kings a go-to choice for travellers.
What I learned
In travel, the inspiration and the booking path can't compete: the design worked when every beautiful image led somewhere useful.
Have a project in mind?
Let's discuss how my design system, accessibility and product strategy skills can help your team.