Client Need
Luxury travel agency Cox & Kings were building a new community website to engage their customers online. They had some doubts as to whether the new site was as efficient and usable as possible, and whether their customers would want to use it. Cox & Kings have a senior customer demographic and they were concerned whether these older users would want to engage online.
The Solution
After doing some initial online research into the behavior of their target demographic we set up a session of user testing for the new website. This involved eight of their existing customers who were asked to run through a series of short tasks on the new site.
We observed them attempting these tasks and gave each task a rating of ‘easy’ to ‘hard’ to find which tasks were giving users the most problems. We then finished the testing session by bringing the group together for a lively focus group feedback session on the overall aims of the website. A full report was then collated showing areas of the site that needed attention.
The Result
The usability tests showed that while most of the site worked well there were certain areas that needed improvement before the site could go live. The focus group gave us insight into the behaviour of their users and how some of them had reservations around using some of the more interactive aspects of the site. This meant the design team could focus on making the language around those interactive elements as user friendly as possible.
Client Story
Cox and Kings are the world's longest established travel company, offering high quality group tours, private journeys and tailor-made holidays to many of the world's most fascinating regions.
