Savor Seattle Food Tours

At the Garrigan Lyman group, I  was tasked  with restructuring the website for onw of its clients: Savor Seattle Food Tours.

GLG had this to say about the project.

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Savor Seattle needed a modern, responsive framework and a new brand identity. I was up to the task.

I started by looking at the data.

After analyzing telemetry and search term data,  I created a  sitemap and a content brief  of what should be included in the new site and how it should be structured. This exercise also helped define how many templates, or page types, we needed to build.

savor sitemamp

Next, I built an clickable wireframe, to ensure that we could use the prescribed templates to build the ideal site.
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The final design leveraged a fly-out navigation that gives more context and immediate access to the most important actions (Buying tickets).

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Helping customers pick the right tour

The client wanted a “decision engine” but after consideration we determined that the best way to help customers decided on a tour is to give multiple ways to compare.

We added a single multiple choice question to the Tours page to help narrow the choices an added category icons to help skim options.

savorcover

Finally, I added a comparison chart using those icons which were used throughout the site to help customers differentiate between the different tours.

Result:

The client was thrilled with the final design. The new site had a cleaner, simpler structure and delightful modern style.

After the refresh, Savor Seattle experienced an increase in direct buys from the site indicating that the new site does a better job helping users make a buying decision.