Italian Villa Vacations is a high end travel business that exudes luxury – user testing was going to be critical to identify if they could build a user experience that supported their higher price points.
Identify Key Content Needs – Ensure the right info is provided for high-price purchases.
Refine Visuals & Messaging – Test imagery and messaging that resonate with the target market.
Optimise UX for Conversion – Improve navigation and usability to drive action.
Our Approach – Discovery and Research
We identified the best approach was for three rounds of user testing. At such a high price point it was important to test and understand the information and content required, specific to this target market.
It was identified that the visuals were going to be important for this target market and so the second round of testing, on a design prototype, had a strong focus on identifying the particular imagery and messaging that would resonate.
“The user testing surprised us with how efficient it was at finding insightful results. I’m certain the user testing was an instrumental part of the overall success of our new design”
Our Approach – Testing and Analysis
Given this website was very functionally heavy, the website staging testing was critical in seeing if users could intuitively search for properties and find all relevant information. Testing of the search and navigation was another important focus given the large volume of properties and the central role this played in the user journeys.
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Findings
The key findings through the user testing that helped create a better final experience included:
The website increased from an NPS of 15 on the first round of testing, to 71 on the final round. This compares to an industry average of only 18.
Why This Matters
Ensuring the right content, visuals, and navigation enhances usability, making high-value decisions easier for users.
