Example insight 1: Cheap vs value
In the UK, when shopping for a holiday, in general we prioritise finding cheap holidays low-cost holidays and our holiday websites show flashy offers and deals to reflect this. While price was still a driver for Swiss people, they are less focused on finding the cheapest holiday possible and more on getting good value for what they are paying. Budget holiday competitors in Switzerland had homepages that focused rather on beautiful destinations and inspiration.
Some inital perceptions of the UK homepage during the usability tests were “cheap”, “deal focused”, and apprehension as it seemed too cheap to be true.
A resulting recommendation and design change was for the homepage to have more of an imagery led design which focuses on the destinations, creating a sense of excitement and inspiration, and outlines the value to the customer rather than flashing the cheap deals and offers.