Visit Wales.

Showing all a country has to offer.

Sector

Travel and tourism

Project type

Website

Visit Wales is the Welsh Government's official tourism organisation. They’re responsible for attracting visitors to the country, as well as increasing tourism spend for those visitors when in Wales.

Planning the user journeys.

The Visit Wales website is a tourism hub for the whole of Wales. It features all activities and attractions, as well as places to stay in the country. We were tasked with the redesign and rebuild of this site for Wales.

Working out the user journeys came first, to make sure the site had the right structure and content for what people were looking to do. Research found that users wanted to book on the site, but that isn’t possible due to anti-competition rules. So we went for the next best thing and planned the site as an e-commerce funnel which allowed visitors to discover places on the site, then easily transition to booking elsewhere.

Pages designing themselves.

The taxonomy we worked out was quite extensive. Content is tagged with relevant information like audience, area or activity type. Tags that pull related content through to pages to help users find more items that will interest them.

The design is clean and relies on a flexible layout, allowing the modules to be placed in different locations. Pages can then be built with ease. We didn’t design each page — we designed key pages and their modules, and the rest just design themselves as they’re built. In terms of philosophy, the site is all about the content. We used the principles of Create Once Publish Everywhere, giving each article short and medium forms which pull through to modules in various and appropriate places.

Photographic inspiration.

The site uses numerous icons — primarily for on-page navigation. They’re all SVG font icons, meaning they work responsively. Imagery was also of vital importance. Our aim was to use photos that were atmospheric and provided a great feeling of Wales. They needed to be practical too, so each one always tells you where it is. That way, users know how to go and see that sight for themselves.

When building the pages, the Visit Wales team can choose from multiple colour themes and fonts. The colour palette represents Wales and its landscapes, whilst the variety of fonts allow different subjects to have more personality.

Harnessing the powers of Page Editor.

The site is responsive, which works around the modular layout. We decided against dropdown menus for better ease of use, and maps and carousels were given a different interactive experience with touch than on desktop.

We took full advantage of the benefits of Sitecore Page Editor, which allows you to create pages and add content to the site through a browser view. In Page Editor, you can build up the components of a page in minutes, by simply choosing the module type you want and then picking the content for it. You can then move the modules around, and resize the browser to check the mobile layout.

Boosting tourism in Wales.

The site integrates with Eviivo, which works with the National Tourism Open Platform (NTOP) to provide a search system for accommodation, events and activities. This allows users to find and plan elements of their holiday on the Visit Wales site and then provides them link options to continue their booking elsewhere.

Since launching, it has received praise for the design and its intuitive way of finding relevant content, including a brilliant five star review from Web User Magazine. The results are following suit, with traffic up as much as 240%.

Pageviews

2.4m

Repeat visits

+22%

Traffic

+240%

Products and services used

    Skills

    User experience

    User research

    Wireframing

    Design

    Art direction

    Visual design

    Development

    Interaction development

    Sitecore