Go Ahead Tours website
Go Ahead Tours is part of the EF family of brands. It specializes in providing over 175+ guided tours across all 7 continents. I joined the team in 2011 during a transition point when the company was moving away from a catalog business model to e-commerce. I helped lead a complete overhaul of the company's online presence from ground-up. Showcased here are some parts of the fully responsive website. My responsibilities on the project included:
- Research & design strategy
- Wireframing & prototyping
- User testing
- Art direction & branding
- UX/UI design
- All visual design
Search results & tour details
Filter accordion
Tour builder component
The next few screens showcase "the tour builder", which appeared on every tour itinerary page. It allowed users to make the appropriate selections for their travel needs. The tool helped increase online conversions as well as user retention rates by providing a simple way for travelers to make customizations to their trips. And since customers were able to use this tool and take care of their own needs independently, it also benefited the business by saving lots of customer service time.
Tour builder before and after user testing