ST Travel
- Role: UX Designer, UI Designer, Project Manager
Overview
ST Travel is a travel agency offering curated tours and travel experiences. The project focused on redesigning their existing website to improve usability, navigation, and overall user experience. While the agency already had a website, users struggled to find tours efficiently, leading to frustration and missed conversion opportunities.
The goal was to transform the site into a user-centered, intuitive platform that allowed users to discover tours quickly and seamlessly, while maintaining the brand’s trust and credibility.
The problem
The previous version of the website presented significant usability issues. Tours were deeply nested within the navigation structure, requiring users to go through up to 8 clicks to reach a specific tour. This complex information architecture increased cognitive load, caused confusion, and negatively impacted engagement and conversions.
Additionally, the lack of a clear sitemap and prioritization of key user flows made it difficult for users to understand where to start and how to explore available travel options. The experience did not align with users’ expectations of a modern travel website, where speed and clarity are critical.
Design Process
UX Research & Analysis
Conducted an evaluation of the existing website to identify usability pain points, navigation bottlenecks, and unnecessary steps in the user journey. Analyzed how users accessed tours and where friction occurred.Information Architecture & Sitemap
Redesigned the sitemap with a clear hierarchy, prioritizing tours as the main entry point. The structure was simplified to reduce depth and ensure users could reach any tour in 2 clicks or less.User Flow Optimization
Mapped key user flows focused on tour discovery, ensuring a logical and intuitive path from the homepage to individual tour pages.- Wireframes & Prototypes
Created wireframes and interactive prototypes to validate navigation decisions and confirm that the new structure supported faster access to tours. UI Design
Designed clean, consistent layouts that emphasized clarity, scannability, and visual hierarchy. Key elements such as tour categories, filters, and calls to action were made more prominent.Development
Implemented the final design, ensuring responsiveness and consistency across devices.
Final Solution
The redesigned ST Travel website includes:
A simplified and intuitive navigation system.
A clear sitemap focused on tour discovery.
Direct access to tours in 2 clicks or less.
Improved visual hierarchy to highlight key travel offerings.
Mobile-responsive design for seamless browsing on any device.
