National Holidays

User experience and booking platform for the travel sector

The challenge

National Holidays is a division of the Shearings Group, and are the UK’s leading specialist in short breaks and holidays by coach. Headland were appointed to help National Holidays drive online bookings and deliver a step change in the user experience of their website, across all devices.

The solution

Our approach began with running stakeholder discovery workshops. We applied our analysis model to inform the discovery workshop process, and carried out a sector benchmarking exercise of the existing National Holidays website against a sample of competitors and travel industry leaders. We developed personas and analysed visitor journeys for high volume website visitors, analysed site analytics and overlaid functional creative and content opportunities based on our best practise design ethos. In addition, we worked with National Holidays to develop visitor surveys for bookers and non-bookers. The resulting insight provided the background to the workshops and informed the functional specification and creative brief.

Our focus throughout the design process was to provide a transparent presentation of the National Holidays offering to the visitor, providing them with simple methods to search and deliver accurate results with relevant alternatives through upsell and cross sell. This work is complemented by an effective content strategy and site structure, for optimum organic search results.

  • Granular holiday search
  • Clear holiday and promotion categorisation
  • Compelling itinerary pages
  • Seamless responsive UX across devices
  • Secure customer accounts supporting repeat purchase

The results

We worked with the client and the back-end platform developers to fine tune the design and UX of the booking process, reducing the number of stages required and improving the usability for mobile users. The redesign has delivered on the multiple National Holidays objectives: bring their online brand up to date, improve the categorisation of holidays and offers, rationalise the booking process, and provide a seamless responsive user experience across devices.

  • Tight deadline met for launch of website
  • Resilient and scalable solution for continued expansion
  • Positive feedback from client and users
We’re delighted with the results of the re-design and that this has also resulted in us being briefed to continue our successful working relationship with the National Holidays management team on their latest ecommerce project.
Graeme Wilson, Group Account Director, Headland