The Challenge
Kuoni's expert widget subdomain existed to showcase their network of stores and travel specialists, connecting customers with the right expert for their holiday. The problem was the journey put too much work on the user. Finding the right expert felt complex and time consuming, which meant potential leads were dropping off before making contact.
The business also needed to increase lead generation without compromising the store network visibility that was central to Kuoni's proposition. Balancing those two needs, simplifying for the user while serving the business, was the core design challenge.
My Role
Working within a small digital team with responsibilities spanning SEO to social, I owned the UX design from discovery through to final UI. My role was to devise the logic, test it with real users, and hand over a validated solution ready for development.
I used research using Webcredible, working through discovery to understand where users were struggling and why. From there I designed and tested multiple variations, using a four-way split test on the live site via Celebrus to measure each proposal against a control group. Stakeholders included the Marketing Manager and MD, so communicating design decisions clearly and confidently was as important as the design work itself.
The Outcome
The research pointed clearly toward a done-for-you approach, removing complexity from the user and letting the system do the work of matching them to the right expert. Rather than expecting users to navigate the options themselves, we addressed core friction points directly.
The solution was validated through a four-way split test. Variation 11 triggered a significant increase in callback requests compared to the control, which became the basis for the final design. A strategic roadmap for text phone number placement and formatting was developed to further boost conversions.
Design went from assumption to evidence, and the result was a measurably better experience for users and better lead generation for the business.
