Project Overview
The South Australian Tourism Commission engaged Deloitte to create a mobile version of their Consumer website which took in to consideration how people engage with different technology in the travel cycle. The travel cycle looks at the phases of look->plan->book->share and so using the insights from our research of desktop vs tablet vs smartphone usage we set out to create a mobile version of the southaustralia.com website which focused on visitors who are already in market and looking to discover more about what’s on around them.
Project Commissioner
South Australian Tourism Commission
Project Creator
Team
Nick Tai
Gerrit de Vries
Devin Mancuso
Amanda Li
Alex Mitchell
Lachlan McDonald
Jeremy Cook
Nick Coyle
Markus Giesen
Project Brief
The client brief was to create a mobile experience for the traveller based on how and when they used their device to discover more about South Australia. Knowing that the majority of users were already in market and on holiday we undertook a design that focused on delivering just the key product information based on time and location. Drawing on people’s willingness to share their location we were able to create a website loading experience which says ‘Welcome to South Australia. You are here and this is what is nearby’.
To maximise the mobile experience we focused on quick access to information and obvious calls to action. We also wanted to maintain the style of the desktop site and so we drew on the rich imagery of South Australian regions and created a postcard type experience. Using touch screen style navigation we could provide fast access to local maps and operator content in a manner, giving the user a mobile app type experience on the web. If you’re looking for food in the Barossa Valley then by going to the Barossa region page we can show you where the closest restaurants are. By focusing on mobile services we can then extend the call to action and allow the user to call the restaurant and make a reservation direct from the website.
Project Need
This mobile experience demonstrates the SA Tourism Commissions understanding of the public’s growing expectation to use technology to discover what’s around them. One of SA Tourism Commission’s key reasons for being is to create demand for travel and drive tourism to the state.
SATC were able to achieve two outcomes with this new mobile version of their site. This mobile website demonstrates how an organisation can translate their desktop focused website to a simple mobile experience. We designed a website which delivered maximum value content because we understood when and how the target audience engage with the services of SATC.
User Experience
The site was designed to take advantage of the standard swipe style navigation found on touch screen devices. We styled the interface on a mobile app and used minimal navigational elements. Swiping left to right allows the user to discover more about the regions of South Australia. A single icon is the only illustrated navigational element, positioned on each region page to provide access to a regional map.
Each map is integrated with the Australian Tourism Data Warehouse, giving the user an illustrated view of tourism products nearby. This includes accommodation, tours and attractions, food and cellar doors. Tapping on the icon provides the user with a summary of information such as product name, an image, an option for directions and, if it exists, a phone number. Using a ‘tap to call’ button the user is then able to directly call the tour operator from the website or they can choose to delve further in to website for more product information.
Project Marketing
Central to the SA Tourism Commission’s marketing strategy is their consumer website, www.southaustralia.com. All marketing, including TVC, cinema and newspaper, directs the visitor to southaustralia.com. This website provides the delivery platform for information relating to all things South Australia. Previously visitors to the site with a smartphone had a desktop based experience and with mobile visitation on the rise it was important to implement a rich design which met the needs of all visitors. So by catering to this user group and understanding when, where and why they are accessing the site, SATC are able to maximise the value of the information for the user.
Travel Guides
This category relates to travel guide applications.
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