POLINESIA Viajes
A personalised, trust-building website that reflects the agency values and turns visitors into enquiries.
Role
Research /
UX Design
Tools
Figma, Figjam,
Zoom, Google Docs.
Timeframe
4 weeks
Platform
Web
POLINESIA Viajes
POLINESIA Viajes
A personalised, trust-building website that reflects the agency's values and turns visitors into enquiries.
A personalised, trust-building website that reflects the agency values and turns visitors into enquiries.
A personalised, trust-building website that reflects the agency values and turns visitors into enquiries.
A personalised, trust-building website that reflects the agency values and turns visitors into enquiries.
Role
Research / UX Design
Research /
UX Design
Platform
Web
Web
Timeframe
4 weeks
4 weeks
Tools
Figma, Figjam, Zoom, Google Docs.
Figma, Figjam,
Zoom, Google Docs.
Role
Research /
UX Design
Tools
Figma, Figjam,
Zoom, Google Docs.
Timeframe
4 weeks
Platform
Web
The Client
The Problem
The Goal
The Solution
The Client
The Problem
The Goal
The Solution
The Client
The Problem
The Goal
The Solution
The Client
The Problem
The Goal
The Solution
The Client
The Problem
The Goal
The Solution
The Client
The Problem
The Goal
The Solution
Research
Research
Research
Research
BENCHMARK
BENCHMARK
BENCHMARK
BENCHMARK
To identify UX opportunities, we compared Polinesia Viajes against four key Spanish competitors in the travel industry focusing on visual design, navigation, booking processes, content, trust signals, mobile experience, and customer sentiment. This benchmark revealed clear competitive gaps especially in modern UI, trust-building elements, and digital inquiry processes.
To identify UX opportunities, we compared Polinesia Viajes against four key Spanish competitors in the travel industry focusing on visual design, navigation, booking processes, content, trust signals, mobile experience, and customer sentiment. This benchmark revealed clear competitive gaps especially in modern UI, trust-building elements, and digital inquiry processes.
To identify UX opportunities, we compared Polinesia Viajes against four key Spanish competitors in the travel industry focusing on visual design, navigation, booking processes, content, trust signals, mobile experience, and customer sentiment. This benchmark revealed clear competitive gaps especially in modern UI, trust-building elements, and digital inquiry processes.
To identify UX opportunities, we compared Polinesia Viajes against four key Spanish competitors in the travel industry focusing on visual design, navigation, booking processes, content, trust signals, mobile experience, and customer sentiment. This benchmark revealed clear competitive gaps especially in modern UI, trust-building elements, and digital inquiry processes.
SEE FULL BENCHMARK
SEE FULL BENCHMARK
SEE FULL BENCHMARK
SEE FULL BENCHMARK
Benchmark Key Takeaways:
Benchmark Key Takeaways:
Benchmark Key Takeaways:
Benchmark Key Takeaways:
Pain Points
Opportunities for Design
Pain Points
Opportunities for Design
Pain Points
Opportunities for Design
Pain Points
Opportunities for Design
Pain Points
Opportunities for Design
Pain Points
Opportunities for Design
Understanding the Company
Understanding the Company
Understanding the Company
Understanding the Company
INTERVIEW WITH CEO
INTERVIEW WITH CEO
INTERVIEW WITH CEO
INTERVIEW WITH CEO
We interviewed the CEO of Polinesia Viajes to align the website redesign with both user needs and business goals. The conversation revealed that the brand’s value lies in trust, personalisation, and a high-touch inquiry process, not instant bookings. These insights reshaped our strategy, moving away from assumptions made during the benchmark phase and focusing instead on communicating expertise and creating a premium, bespoke journey from first contact.
We interviewed the CEO of Polinesia Viajes to align the website redesign with both user needs and business goals. The conversation revealed that the brand’s value lies in trust, personalisation, and a high-touch inquiry process, not instant bookings. These insights reshaped our strategy, moving away from assumptions made during the benchmark phase and focusing instead on communicating expertise and creating a premium, bespoke journey from first contact.
We interviewed the CEO of Polinesia Viajes to align the website redesign with both user needs and business goals. The conversation revealed that the brand’s value lies in trust, personalisation, and a high-touch inquiry process, not instant bookings. These insights reshaped our strategy, moving away from assumptions made during the benchmark phase and focusing instead on communicating expertise and creating a premium, bespoke journey from first contact.
We interviewed the CEO of Polinesia Viajes to align the website redesign with both user needs and business goals. The conversation revealed that the brand’s value lies in trust, personalisation, and a high-touch inquiry process, not instant bookings. These insights reshaped our strategy, moving away from assumptions made during the benchmark phase and focusing instead on communicating expertise and creating a premium, bespoke journey from first contact.
CEO Interview Key Takeaways:
CEO Interview Key Takeaways:
CEO Interview Key Takeaways:
CEO Interview Key Takeaways:
Goals
Learnings
Design Implications
Goals
Learnings
Design Implications
Goals
Learnings
Design Implications
Goals
Learnings
Design Implications
Goals
Learnings
Design Implications
Goals
Learnings
Design Implications
Business Goals
Learnings
Design Implications
Business Goals
Learnings
Design Implications
Business Goals
Learnings
Design Implications
Understanding the Users
Understanding the Users
Understanding the Users
Understanding the Users
PERSONAS
PERSONAS
PERSONAS
PERSONAS
We translated business insights into two main personas representing the agency’s most frequent and valuable clients. By focusing on these primary user types, we could address the needs of the majority while still accommodating other potential customers. These personas guided decisions on tone, content, and user flows throughout the project.
We translated business insights into two main personas representing the agency’s most frequent and valuable clients. By focusing on these primary user types, we could address the needs of the majority while still accommodating other potential customers. These personas guided decisions on tone, content, and user flows throughout the project.
We translated business insights into two main personas representing the agency’s most frequent and valuable clients. By focusing on these primary user types, we could address the needs of the majority while still accommodating other potential customers. These personas guided decisions on tone, content, and user flows throughout the project.
We translated business insights into two main personas representing the agency’s most frequent and valuable clients. By focusing on these primary user types, we could address the needs of the majority while still accommodating other potential customers. These personas guided decisions on tone, content, and user flows throughout the project.
User Personas Key Takeaways:
User Personas Key Takeaways:
User Personas Key Takeaways:
User Personas Key Takeaways:
What Do Users Need
What Do Users Need
What Do Users Need
What Do Users Need
What Do Users Need
What Do Users Need
USER JOURNEY MAP
USER JOURNEY MAP
USER JOURNEY MAP
USER JOURNEY MAP
To visualise how our primary personas interact with Polinesia Viajes online, we mapped their end-to-end journey, from first discovery to post-trip reflection. This helped identify emotional highs and lows, key decision points, and opportunities to build trust and reduce friction, directly informing the structure and content of the new website.
To visualise how our primary personas interact with Polinesia Viajes online, we mapped their end-to-end journey, from first discovery to post-trip reflection. This helped identify emotional highs and lows, key decision points, and opportunities to build trust and reduce friction, directly informing the structure and content of the new website.
To visualise how our primary personas interact with Polinesia Viajes online, we mapped their end-to-end journey, from first discovery to post-trip reflection. This helped identify emotional highs and lows, key decision points, and opportunities to build trust and reduce friction, directly informing the structure and content of the new website.
To visualise how our primary personas interact with Polinesia Viajes online, we mapped their end-to-end journey, from first discovery to post-trip reflection. This helped identify emotional highs and lows, key decision points, and opportunities to build trust and reduce friction, directly informing the structure and content of the new website.
Journey Map Key Takeaways:
Journey Map Key Takeaways:
Journey Map Key Takeaways:
Journey Map Key Takeaways:
User Journey Insights
Design Opportunities
User Journey Insights
Design Opportunities
User Journey Insights
Design Opportunities
User Journey Insights
Design Opportunities
User Journey Insights
Design Opportunities
User Journey Insights
Design Opportunities
Structuring the Experience
Structuring the Experience
Structuring the Experience
Structuring the Experience
INFORMATION ARCHITECTURE
INFORMATION ARCHITECTURE
INFORMATION ARCHITECTURE
The information architecture was designed to translate research insights into a clear, intuitive structure. It organises content around user needs and business priorities, ensuring visitors can easily navigate, find inspiration, and take action.
The information architecture was designed to translate research insights into a clear, intuitive structure. It organises content around user needs and business priorities, ensuring visitors can easily navigate, find inspiration, and take action.
The information architecture was designed to translate research insights into a clear, intuitive structure. It organises content around user needs and business priorities, ensuring visitors can easily navigate, find inspiration, and take action.
The information architecture was designed to translate research insights into a clear, intuitive structure. It organises content around user needs and business priorities, ensuring visitors can easily navigate, find inspiration, and take action.
IA Key Takeaways:
IA Key Takeaways:
IA Key Takeaways:
UX Principles Behind this IA
UX Principles Behind this IA
UX Principles Behind this IA
UX Principles Behind this IA
UX Principles Behind this IA
UX Principles Behind this IA
USER FLOW
USER FLOW
USER FLOW
USER FLOW
The information architecture was designed to translate research insights into a clear, intuitive structure. It organises content around user needs and business priorities, ensuring visitors can easily navigate, find inspiration, and take action.
The information architecture was designed to translate research insights into a clear, intuitive structure. It organises content around user needs and business priorities, ensuring visitors can easily navigate, find inspiration, and take action.
The information architecture was designed to translate research insights into a clear, intuitive structure. It organises content around user needs and business priorities, ensuring visitors can easily navigate, find inspiration, and take action.
The information architecture was designed to translate research insights into a clear, intuitive structure. It organises content around user needs and business priorities, ensuring visitors can easily navigate, find inspiration, and take action.
POLINESIA Viajes
A personalised, trust-building website that reflects the agency values and turns visitors into enquiries.
User Flow Key Takeaways:
User Flow Key Takeaways:
User Flow Key Takeaways:
User Flow Key Takeaways:
Main Features
UX Principles
Main Features
UX Principles
Main Features
UX Principles
Main Features
UX Principles
Main Features
UX Principles
Main Features
UX Principles
Prototyping
Prototyping
Prototyping
Prototyping
MID-FI PROTOTYPES
MID-FI PROTOTYPES
Mid-Fi Testing & Iterations
Mid-Fi Testing & Iterations
Mid-Fi Testing & Iterations
Mid-Fi Testing & Iterations
User Testing
Company Feedback
User Testing
Company Feedback
User Testing
Company Feedback
User Testing
Company Feedback
User Testing
Company Feedback
User Testing
Company Feedback
Hi-Fi
Hi-Fi
Hi-Fi
Hi-Fi
BEFORE
BEFORE
AFTER
AFTER
CLICKABLE PROTOTYPE
Metrics
Metrics
Metrics
Metrics
OPTIMIZATION STRATEGY
The original website lacked any form of analytics or performance tracking, making it difficult to understand user behavior or optimize the experience. In this redesigned experience, I propose the integration of key tools and a data strategy to enable continuous improvement:
Tools to be implemented:
Google Analytics 4: to track user interactions, navigation flows, and engagement patterns.
Optimizely: to conduct A/B testing on key pages and content variants.
Event Tracking & Goals, such as:
Submission of the inquiry form
Clicks on “Start your journey” or equivalent CTAs
Time spent exploring travel packages
Scroll depth or engagement on destination pages
Drop-off points in the inquiry initiation funnel
These metrics will help uncover:
Which destinations or experiences generate the most interest
Where users might be getting confused or dropping off
Whether inquiry prompts are well-placed and compelling
While statistically significant A/B testing requires high traffic volumes, even early insights can help surface UX pain points and optimize the inquiry funnel, ultimately leading to more qualified leads and better user satisfaction.
The original website lacked any form of analytics or performance tracking, making it difficult to understand user behavior or optimize the experience. In this redesigned experience, I propose the integration of key tools and a data strategy to enable continuous improvement:
Tools to be implemented:
Google Analytics 4: to track user interactions, navigation flows, and engagement patterns.
Optimizely: to conduct A/B testing on key pages and content variants.
Event Tracking & Goals, such as:
Submission of the inquiry form
Clicks on “Start your journey” or equivalent CTAs
Time spent exploring travel packages
Scroll depth or engagement on destination pages
Drop-off points in the inquiry initiation funnel
These metrics will help uncover:
Which destinations or experiences generate the most interest
Where users might be getting confused or dropping off
Whether inquiry prompts are well-placed and compelling
While statistically significant A/B testing requires high traffic volumes, even early insights can help surface UX pain points and optimize the inquiry funnel, ultimately leading to more qualified leads and better user satisfaction.
The original website lacked any form of analytics or performance tracking, making it difficult to understand user behavior or optimize the experience. In this redesigned experience, I propose the integration of key tools and a data strategy to enable continuous improvement:
Tools to be implemented:
Google Analytics 4: to track user interactions, navigation flows, and engagement patterns.
Optimizely: to conduct A/B testing on key pages and content variants.
Event Tracking & Goals, such as:
Submission of the inquiry form
Clicks on “Start your journey” or equivalent CTAs
Time spent exploring travel packages
Scroll depth or engagement on destination pages
Drop-off points in the inquiry initiation funnel
These metrics will help uncover:
Which destinations or experiences generate the most interest
Where users might be getting confused or dropping off
Whether inquiry prompts are well-placed and compelling
While statistically significant A/B testing requires high traffic volumes, even early insights can help surface UX pain points and optimize the inquiry funnel, ultimately leading to more qualified leads and better user satisfaction.
The original website lacked any form of analytics or performance tracking, making it difficult to understand user behavior or optimize the experience. In this redesigned experience, I propose the integration of key tools and a data strategy to enable continuous improvement:
Tools to be implemented:
Google Analytics 4: to track user interactions, navigation flows, and engagement patterns.
Optimizely: to conduct A/B testing on key pages and content variants.
Event Tracking & Goals, such as:
Submission of the inquiry form
Clicks on “Start your journey” or equivalent CTAs
Time spent exploring travel packages
Scroll depth or engagement on destination pages
Drop-off points in the inquiry initiation funnel
These metrics will help uncover:
Which destinations or experiences generate the most interest
Where users might be getting confused or dropping off
Whether inquiry prompts are well-placed and compelling
While statistically significant A/B testing requires high traffic volumes, even early insights can help surface UX pain points and optimize the inquiry funnel, ultimately leading to more qualified leads and better user satisfaction.
The original website lacked any form of analytics or performance tracking, making it difficult to understand user behavior or optimize the experience. In this redesigned experience, I propose the integration of key tools and a data strategy to enable continuous improvement:
Tools to be implemented:
Google Analytics 4: to track user interactions, navigation flows, and engagement patterns.
Optimizely: to conduct A/B testing on key pages and content variants.
Event Tracking & Goals, such as:
Submission of the inquiry form
Clicks on “Start your journey” or equivalent CTAs
Time spent exploring travel packages
Scroll depth or engagement on destination pages
Drop-off points in the inquiry initiation funnel
These metrics will help uncover:
Which destinations or experiences generate the most interest
Where users might be getting confused or dropping off
Whether inquiry prompts are well-placed and compelling
While statistically significant A/B testing requires high traffic volumes, even early insights can help surface UX pain points and optimize the inquiry funnel, ultimately leading to more qualified leads and better user satisfaction.
The original website lacked any form of analytics or performance tracking, making it difficult to understand user behavior or optimize the experience. In this redesigned experience, I propose the integration of key tools and a data strategy to enable continuous improvement:
Tools to be implemented:
Google Analytics 4: to track user interactions, navigation flows, and engagement patterns.
Optimizely: to conduct A/B testing on key pages and content variants.
Event Tracking & Goals, such as:
Submission of the inquiry form
Clicks on “Start your journey” or equivalent CTAs
Time spent exploring travel packages
Scroll depth or engagement on destination pages
Drop-off points in the inquiry initiation funnel
These metrics will help uncover:
Which destinations or experiences generate the most interest
Where users might be getting confused or dropping off
Whether inquiry prompts are well-placed and compelling
While statistically significant A/B testing requires high traffic volumes, even early insights can help surface UX pain points and optimize the inquiry funnel, ultimately leading to more qualified leads and better user satisfaction.
The original website lacked any form of analytics or performance tracking, making it difficult to understand user behavior or optimize the experience. In this redesigned experience, I propose the integration of key tools and a data strategy to enable continuous improvement:
Tools to be implemented:
Google Analytics 4: to track user interactions, navigation flows, and engagement patterns.
Optimizely: to conduct A/B testing on key pages and content variants.
Event Tracking & Goals, such as:
Submission of the inquiry form
Clicks on “Start your journey” or equivalent CTAs
Time spent exploring travel packages
Scroll depth or engagement on destination pages
Drop-off points in the inquiry initiation funnel
These metrics will help uncover:
Which destinations or experiences generate the most interest
Where users might be getting confused or dropping off
Whether inquiry prompts are well-placed and compelling
While statistically significant A/B testing requires high traffic volumes, even early insights can help surface UX pain points and optimize the inquiry funnel, ultimately leading to more qualified leads and better user satisfaction.
Reflections & Takeaways
Reflections & Takeaways
Reflections & Takeaways
Reflections & Takeaways
Learnings
Impact
Next Steps
Final Thoughts
Learnings
Impact
Next Steps
Final Thoughts
Learnings
Impact
Next Steps
Final Thoughts
Learnings
Impact
Next Steps
Final Thoughts
Learnings
Impact
Next Steps
Final Thoughts
Learnings
Impact
Next Steps
Final Thoughts
Learnings
Impact
Next Steps
Final Thoughts