OVERVIEW

A platform to showcase all of the amazing experiences Northumberland has to offer, promote experiences that are on par to the rest of the world.
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Created a unified brand and platform that celebrates the endless experiences Northumberland has to offer, giving a flavour of the region to those who may not be aware of Northumberland. Which was achieved through brand modernisation, combined with elegant platform design, both which are sympathetic to the rich history associated with Northumberland.

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DISCOVER

The discovery phase commenced with an extensive survey involving 150 business within the Northumberland area, to see what the old platform was missing and what they would like to see added. The key theme to come out of this was the desire to create a platform that would help users and business find each other in a digital space.
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Additionally in-depth 1:1 interviews were conducted with 8 participants, complemented by a thorough analysis of their usage of the old product. The primary objective of the 1:1 interviews was to find out their requirements and devise strategies to simplify their business needs, in order to deliver a platform that lead the users to completing bookings with Northumberland based businesses. After conscientious research a hypothesis was formulated, and prototypes were developed through iterative cycles of user testing and enhancement.

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DEFINE

Following user interviews, all participants responses were collated which enabled the categorisation and prioritisation of features to delivered. The analysis indicated an opportunity to develop two products, the first would revolve around personalisation and social curation, while the second would cater to businesses, incorporating a business toolkit.
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User flows and audience segmentation were crafted based on the data gathered. The creation of these helped to guide the decision-making process, ensuring that the product was geared towards addressing specific user concerns, and objectives.

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IDEATE

The design process began with rough sketches to identify which elements were necessary for each screen. This was then translated into Figma to create a simple user flow and low-fidelity prototype to start user testing.
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Utilisation of a usability study enabled specific areas for improvement throughout the user flow to be identified. This test brought forth a revised approach to platform architecture and key navigational elements such as a 'inspire me'.

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REFINE

Having identified the key areas of the user flow which needed to be improved, a low-fidelity prototype was created prior to carrying out a further round of usability testing. This enabled the refinement of the user flow and page layouts before commencing the high-fidelity phase.

The process of creating the high-fidelity screens involved incorporating a new visual identity, in order to impart a distinctive appearance to the product, ensuring it stands apart from competitors and resonates with users. Which involved developing the digital brand along side the branding team to ensure that the platform met the required accessibility standards.

solution

Created a best in class digital platform to deliver the experience of visiting Northumberland right to users, and holiday makers fingertips.

The tailor made customisation platform enables users to find exactly what they’re looking for, and suggest similar activities they may like, such as; walking on the beach, rock climbing or kayaking. Driven by data, the platform uses multiple data streams which enriches site content with up-to-date information to support a users planning, such as; Holy Island crossing times and accommodation availability.
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Problems solved

Integrated searching, saving, and sharing into one product
Improved regional businesses ROI
Increased user satisfaction through a seamless planning experience

Visit Northumberland

A platform to showcase all of the amazing experiences Northumberland has to offer, promote experiences that are on par to the rest of the world.

A platform to showcase all of the amazing experiences Northumberland has to offer, promote experiences that are on par to the rest of the world.
‍

Let's Create Memorable
Experiences Together.

A platform to showcase all of the amazing experiences Northumberland has to offer, promote experiences that are on par to the rest of the world.‍

Let's Create MemorableExperiences Together.

A platform to showcase all of the amazing experiences Northumberland has to offer, promote experiences that are on par to the rest of the world.
‍

Let's Create Memorable
Experiences Together.