Rethinking an Existing Website

A Case Study

 

Situation

As the urban societies within our country continue to grow, so too does the appetite to escape. To enjoy the natural splendor away from the stresses of modern life. It’s also vitally important to protect and promote the natural heritage that makes up our countryside which includes public walkways that allow us to enjoy nature.  

 In 2014, a new series of walkways were developed to traverse central Scotland, named after the 'father of national parks'. The charity The John Muir Way was set up to help advertise and manage this trail, helping users to discover the landscape and culture of Scotland.

 Wyoming was already working with John Muir Way in order to maintain their website and they developed the partnership further by approaching us with a new opportunity that would require an intelligent solution.   

  

Challenge

The client had a website that displayed each of the trail’s routes as a landing page. Each page included listings for nearby businesses, such as hotels, retail shops and activities; as well as nearby places of interest and amenities. However, there was no easy way to filter and search for these listings. This pain point was especially true on mobiles, which walkers could use whilst on the route.

There was also an appetite from the client to increase ROI with listings. At that point, all listings were hosted on the route page for free. However, John Muir Way wanted to allow businesses to register for sponsored listings for a fee. Any solution would not only have to separate the sponsored listings from the free listings. It would also have to provide extra value for sponsored listings, so there would be incentives for businesses to sign-up.  

 

Solution

Instead of re-engineering the existing Route pages, Wyoming suggested a new page called Planning Your Trip. This would consist of a listing of businesses across the entire route, fully searchable and customisable. So that users can find locations across any part of the chosen route.

 We designed and developed a hub-page for this function, using Google Maps API. To maximise the value of sponsored listings, we presented them as fully featured listing panels that listed the available amenities..  Users could then drill down into an individual listing page for more information. This newly designed, striking listing page, along with presenting the sponsored listings before the more minimally presented free listings, offered incentive to businesses to register. 

 Finally, our solution was carefully designed to be fully responsive on a range of devices, including mobile