Secret Escapes landing page re-design

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Overview: Secret Escapes is a private members British travel company. They offer discounted luxury hotel stays and trips through their website.

Problem: The website goes against many UX laws such as accessibility & Gestalt principles. The landing page has a disorganised layout with no awareness towards accessibility.

Solution: Hypothetically re-design the website landing page to create a smooth and easy user flow whilst still capturing aesthetics.

My roles:

Lead UX & UI designer
User research, wireframing, motion design & prototyping

Tools:

Figma

Secret escapes landing page below

The Problems

- Overwhelming layout and design

There are no clear indicators to show where the user is supposed to navigate.
Lack of hierarchy

- Lack of organisation

As you scroll there will be an endless amount of images of different locations/hotels/cruises all randomized.
This can be overwhelming and confusing for the user.
There is no "welcoming" section on the landing page. It just goes straight to the variety of destinations and hotels.

- Endless scrolling

This creates lagging on the website which can negatively impact the user conversion rate.

- Provides no option for the user to navigate without signing in

As soon as you open the website, theres a pop up asking you to sign in using your email etc, without providing the option of browsing the website freely.
This is interruptive to the user journey which can reduce the user conversion rate.
This can also feel intrusive to the user by asking for their personal information just for them to able to browse the website.

Secret escapes landing page re-designed

Mobile version

Design process

Competitor analysis

User observations and interviews

I picked 5 adults aged 25-55 to experience using these websites; landing pages and conducted questionnaires to find out what they liked/disliked about the websites.

After I came up with insights which helped me understand the users needs through empathising with their frustrations. This guided me towards making the improvements to Secret escape's website landing page.