Haven
WEBSITE
MY ROLE
UX, UI, A/B Testing, Personalisation, Visual Design, Graphics, User Testing & Research, Journey Mapping, Data-Driven Design, User-Centred Design, Wireframing, Prototyping, Conceptualising, Mentoring Junior & Midweight designers
As a Senior UX/UI Designer, I was responsible for improving the top-of-the-funnel website experience for Haven, focusing on holiday and caravan sales pages. My objective was to create user-friendly journeys that aligned with business goals while delivering a seamless and personalised discovery experience for users.
My approach
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User-centred design
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Designed user journeys tailored for different user types, considering key stages of the holiday booking and caravan purchase processes. Developed "happy paths" to guide users effortlessly from exploration to decision-making.
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Feature design and personalisation
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Designed new website features and implemented personalisation rules based on user behaviour, web analytics, and research insights.
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Collaborated with the SmartSeer team to integrate personalisation strategies for holidaymakers and potential caravan buyers.
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Prototyping and testing
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Created wireframes and high-fidelity designs showcasing personalised content and optimised layouts.
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Conducted A/B tests and validated hypotheses to iteratively improve design decisions and conversion rates.
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Cross-functional collaboration
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Worked closely with product managers, engineers, SEO specialists, and stakeholders to align strategies with user needs and business objectives.
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Partnered with the branding and marketing team to ensure consistency in the newly developed Haven brand across top-of-the-funnel pages.
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Key Outcomes
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Improved User Engagement: Enhanced user journeys contributed to higher engagement rates and improved navigation of holiday and caravan sales pages and helped reach our business targets.
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Increased Conversions: Personalisation strategies and A/B testing resulted in an 8.4% increase in holiday booking rates and a 12% rise in potential owner leads.
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Brand Consistency: Successfully implemented cohesive branding across key website pages, reinforcing the Haven identity.
I designed and mapped out the conversational flow and interface for Haven’s AI chatbot to help users effortlessly find the perfect park for their holiday to be built by OneBeyond agency.
We also internally developed a Park Picker quiz to help users find the ideal park based on our existing park data. This proved highly successful, achieving an 82% completion rate and a 5.4% booking conversion rate.
As part of the initiative to help users find their ideal park, I redesigned the 'Our Parks' page, introducing an interactive map with intuitive interactions and advanced filtering options. This design was informed by extensive user research and testing, ensuring a seamless, user-focused exploration experience.
Utilising user behaviour data, web analytics, and research insights, I developed a range of personalisation strategies for key pages tailored to our holidaymakers. This included testing variations of personalised content and adjusting its position based on the user's visit frequency, catering to different user segments. I also defined the personalisation rules to guide these implementations. These enhancements were rolled out in stages, delivering a seamless, research-driven experience that effectively met diverse user needs and boosted overall engagement.
I redesigned Haven's holiday accommodation pages to create a more engaging and user-friendly experience. The new accommodation overview page provides a quick, easy-to-digest summary of all accommodation options and other useful information to the user during their discovery. The new design of accommodation detail page has clearly highlighted key features of that accommodation type, prominent video and dedicated sections for each room type, accompanied by motivational selling points offering a more visual and immersive walkthrough.
We believed that providing the right tools and content at the right time for leads to engage with during different stages of the funnel will support them in progressing to the final step of booking a park visit for a holiday home purchase more efficiently. I crafted new user journeys for caravan sales web pages, including "happy paths" for users in different phases of their journey. Developing wireframes and high-fidelity concepts with personalised content based on web data and user research insights.
