Quick and dirty usability testing gave this luxury travel company quick, high-quality insights needed to boost booking enquiries.
- Who: Fish&Pips, a high-end ski and travel brand
- What: Usability testing their new ‘Sun’ travel offering
- How: ‘Quick & dirty’ usability testing – 4 remote sessions with target users resulting in high-quality insights, fast
- Result: A clear action list of content changes to help boost booking enquiries
Fish&Pips is a high-end travel company offering incredible winter breaks in the French Alps and luxury accommodation across the Mediterranean. Having initially grown as a ski company, offering catered and self-catered chalets in Meribel, they have now expanded their range to offer a hand-picked portfolio of summer hotel and villa offerings.
New to the world of summer holidays, Fish&Pips wanted to better understand how their customers expected to book holidays, the information they needed to make a decision and how to make the enquiry process as straight forward as possible.
What we did
Fish&Pips opted for our ‘quick and dirty’ usability testing approach – low cost, high-quality insights, delivered quickly.
Working closely with Fish&Pips Marketing Manager, Vicky, we established the scope of the research; the ‘Sun’ section of the website and who we would test with; a mix of genders, ages, some with children and some without.
4 testers were recruited by our in-house team and sessions were conducted in person at our research lab in Chippenham.
Testing sessions were short and sweet, lasting no longer than 40 mins and focused on the navigation (could testers get to the content they needed) and content (once they reached the content did it answer all their questions).
The Fish&Pips team were given access to recorded videos soon after the sessions were completed and received a summary report of the key insights and recommendation during the same week.
With a clear list of actions, the Fish&Pips team were immediately able to start making improvements to the Sun section of their website. These included updates to page content to better meet users’ needs, a reshuffle in the dropdown menu to aid user journeys and clearer calls to actions across property pages to help users take their booking to the next step more quickly.
“We have recently used the quick & dirty usability testing method to test a new launch on our website, with huge success. Lucy was amazing, she not only understood our requirements and business needs thoroughly but she also provided us with invaluable insights and understanding that we would have otherwise missed. The whole testing was turned around really quickly and professionally. It was really interesting to be able to watch how consumers use our site and how a few fairly easy (and obvious when you watch it) changes can make such a big difference. It was so useful not only to see where navigation and content needed improving but also to see consumers responses to our language, imagery and overall tone were actually in line with what we had hoped for. So it is useful not only from a usability perspective but a branding perspective too. I would certainly use again. Huge thank you to the Web Usability team.”
Vicky Clark, Marketing Manager