Simplicity Did It
Online access to dream vacations
Aurinkomatkat, Finland’s largest tour operator, wanted to update its online service so that consumers could browse, pick, and daydream about their next vacation without using a catalog. The impetus for the update was the continuous increase in online orders. Aurinkomatkat stressed to Palmu that the service had to appeal to young consumers accustomed to independent travel. The client also wanted to make it easier to reserve and buy trips online.
Compactness is key
Palmu started by applying consumer insight as to how people reserve trips online. The steps for reserving a trip were simplified and visualized in a way that supports sales.
In improving the service design, Palmu redesigned the front page and the main menu. Although Aurinkomatkat’s online service consists of hundreds of pages of content and actions, the overall impression is compact.
The service visuality relies heavily on images of Aurinkomatkat’s destinations, which exude vacation ambiance. Almost all other content is grouped information and info graphics demanded by the content structure. Purchase paths are functional, clear, and light.
Service business growth
|+15 %||growth in sales|
|+85 %||daily reservation record|
|-75 %||reservations errors|
|190 k||unique visitors a week|
|One of Finland’s most popular travel-industry services in terms of number of visitors.|
|Aurinkomatkat took first place in the Best Information Design category and nabbed an honorable mention in Best Consumer Service in the Grand One 2011 competition. Grand One recognizes digital media productions designed and executed in Finland.|