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When I joined the team, Travelsist was in the midst of fundraising. They needed a new website to communicate their service to investors and potential customers.
A website redesign focused on enhancing the user experience, establishing a strong brand identity and optimizing SEO.
The project's KPIs included increasing user engagement, average time on site and conversion.
The original website consisted of four pages — home, about, careers and blog. A majority of the site's content lived on the homepage.
To increase time on site and improve the user experience, I created pages for product and enterprise content. This gave us the opportunity to provide users with more information on the Travelsist product suite and enterprise specific services.
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To keep the rest of the site as detailed as the product and enterprise pages, I created custom imagery using the AI tool Dream by WOMBO. I prompt-engineered the generator to produce visuals that represent the services and passengers Travelsist supports, while embodying the warmth and comfort that the company's brand embodies.
Speaking of brand identity, as a B2B2C brand, the website needed to appeal to both passengers and enterprise partners. Therefore, I designed the site with warm, neutral tones and tailored the messaging to be approachable (for passengers) and informative (for enterprise).
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The website updates improved user experience, established a brand identity and built credibility with audiences. On the back-end, it also improved SEO.
To measure the impact of the website redesign, I compared page visits and average engagement time from 9 months before I joined (1/1/2023 - 8/31/2023) to performance 9 months after I joined (9/1/2023 - 6/30/2024). The redesign resulted in overall higher engagement. Although there were a few dips in engagement time, I was able to identify the factors causing them.
Prior to the redesign, a majority of the website's information was split between the home, about and careers pages. After the redesign, the content was spread across the new enterprise and product pages, resulting in lower engagement time on the home page as users were redirected. Additionally, the lower engagement time on the careers page was attributed to a shorter job description which resulted in shorter reading times.
The website helped spark conversations with enterprise partners, passengers and investors - achieving the KPIs set at the beginning of the project.
As the business and its needs evolve, as will the website. To see the website live and to stay up to date with Travelsist, visit travelsist.com!
