{"id":24450,"date":"2015-08-10T23:01:55","date_gmt":"2015-08-10T15:01:55","guid":{"rendered":"https:\/\/www.hongkiat.com\/blog\/?p=24450"},"modified":"2021-03-08T16:00:23","modified_gmt":"2021-03-08T08:00:23","slug":"ux-lessons-travel-sites","status":"publish","type":"post","link":"https:\/\/www.hongkiat.com\/blog\/ux-lessons-travel-sites\/","title":{"rendered":"10 Things Travel Websites Can Teach You About UX Design"},"content":{"rendered":"<p>Has it ever crossed your mind that you can still grow professionally while you are planning your vacations? Popular travel websites, booking and checkout forms, trip planners and hotel timetables are all excellent sources to <strong>enhance your knowledge in the field of user experience design<\/strong>.<\/p>\n<p>While selecting the best locations, hotels and scheduling your trip, it\u2019s a good idea to pay attention to what works and what does not, what inspires you and what makes you immediately jump to another site. <strong>Your reactions, delights and aversions are all great hallmarks of the efficiency of the site\u2019s user experience design<\/strong>.<\/p>\n<p>In this article you can learn 10 lessons about user experience you can pick up from popular travel sites.<\/p>\n<div class=\"ref-block ref-block--post\" id=\"ref-post-1\">\n\t\t\t\t\t<a href=\"https:\/\/www.hongkiat.com\/blog\/ux-and-ux-designers\/\" class=\"ref-block__link\" title=\"Read More: UX in a Nutshell and What User Experience Designers Do\" rel=\"bookmark\"><span class=\"screen-reader-text\">UX in a Nutshell and What User Experience Designers Do<\/span><\/a>\n<div class=\"ref-block__thumbnail img-thumb img-thumb--jumbo\" data-img='{ \"src\" : \"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/ux-and-ux-designers.jpg\" }'>\n\t\t\t\t\t\t\t<noscript>\n<style>.no-js #ref-block-post-28510 .ref-block__thumbnail { background-image: url(\"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/ux-and-ux-designers.jpg\"); }<\/style>\n<\/noscript>\n\t\t\t\t\t\t<\/div>\n<div class=\"ref-block__summary\">\n<h4 class=\"ref-title\">UX in a Nutshell and What User Experience Designers Do<\/h4>\n<p class=\"ref-description\">\n\t\t\t\t\t\tThe context of our online interactions has dramatically changed lately, and in the recent years we have encountered...\t\t\t\t\t\t<span>Read more<\/span><\/p>\n<\/div>\n<\/div>\n<h2>The Difference Between UI and UX<\/h2>\n<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"http:\/\/www.uxisnotui.com\/\">UX is not UI<\/a>, it\u2019s like an <em>unwritten<\/em> law. When you read about a website\u2019s usability, you need to think about its user interface (UI). User Interface is a <strong>set of various visual elements<\/strong> such as menus, buttons and icons that your visitors use (click on, hover on, tap on) when they interact with your website.<\/p>\n<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.nngroup.com\/\/articles\/usability-101-introduction-to-usability\/\">Usability<\/a> is a quality that describes User Interface (UI). Usability\u00c2\u00a0shows the efficiency of the UI such as <strong>how easy it is to use a website<\/strong> (learnability), <strong>how fast users can achieve specified goals<\/strong> (efficiency), <strong>how easily they can recollect their memories<\/strong> about the way the site works (memorability), and <strong>how pleasant it is to use<\/strong> (user satisfaction).<\/p>\n<p>Usability is one aspect of a more complicated notion called user experience (UX). User experience <strong>involves everything that affects the experience of the user<\/strong> \u2013 either negatively or positively. A good UX meets every need of prospective customers \u2013 good usability and many other things.<\/p>\n<p>According to the user-experience research firm <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.nngroup.com\/\/articles\/definition-user-experience\/\"> Nielsen-Norman Group<\/a>:<\/p>\n<p class=\"note\"><em>\u201cIn order to achieve high-quality user experience \u2026 there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design.\u201d<\/em><\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ux-lessons-travel-sites\/ux-vs-ui.jpg\" alt=\"UX is not UI\" width=\"700\" height=\"677\"><\/figure>\n<h2>1. Give Users A Place to Start<\/h2>\n<p>First and foremost, you need to <strong>give your visitors a place from where they can start<\/strong>. It\u2019s usually the home page that receives the most clicks, not just because it\u2019s the main entrance to a site but when users come from a search engine, the next click will most likely be the home page.<\/p>\n<p>Therefore you need to <strong>offer an engaging content and layout on the home page<\/strong> if you want to keep your visitors on your site.<\/p>\n<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.booking.com\/\">Booking.com<\/a>\u2018s home page proves that they understand their customers\u2019 needs well. Just think about it. What do you want to do on a travel site? You either know where you want to go and want to look up the possibilities as fast as you can, or you are unsure about the location of your trip and need some inspiration.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ux-lessons-travel-sites\/a-place-to-start.jpg\" alt=\"A Place to Start\" width=\"700\" height=\"503\"><\/figure>\n<p>Booking.com placed an <strong>overall search form on the left-hand side<\/strong> of its home page for those who are sure about their future trip. The visitors don\u2019t have to waste their time browsing through irrelevant content. This leaves them with an increased determination and a boosted self-confidence.<\/p>\n<p>The remaining space on the screen over the fold <strong>gives a lot of inspiration to the less determined<\/strong>: three big pictures of popular locations (Abu Dhabi, New York City, and Dubai) provide suggestions, an AJAX stream about the \u201cJust Booked\u201d trips shows what other users are currently up to, and there\u2019s even a small section that ensures prospective customers about the free cancellation policy.<\/p>\n<p>On Booking.com\u2019s home page everybody gets the necessary incentive and positive feelings to move on on the site before even touching the scroll bar.<\/p>\n<h2>2. Make Your Navigation Obvious<\/h2>\n<p>If you want users to stay on your site you need to provide them with an obvious and easy-to-use navigation.<\/p>\n<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.timeout.com\/\"> TimeOut.com<\/a>\u2018s navigation is like a smart hostess: it gives visitors valuable help when they need it but doesn\u2019t annoy them. If you take a look at the picture below, you can see that the navigation system has <strong>four different elements<\/strong>: a huge, easily recognizable search bar, a main menu with clearly defined items (City Guides; Film; Music, Arts & Culture; Food & Drink; About Us; Time Out Shop), a well-designed breadcrumbs bar, and a sidebar listing of the most popular cities.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ux-lessons-travel-sites\/obvious-navigation.jpg\" alt=\"Obvious Navigation\" width=\"700\" height=\"509\"><\/figure>\n<p>TimeOut designed its navigation system in such an intuitive way that gives visitors further incentives to explore the site. The small thumbnail right next to every sidebar item <strong>gives a visual key<\/strong>, the short description under the Food & Drink headline <strong>ensures visitors that they are on the right spot<\/strong>, the breadcrumbs make it super-easy to move on, and the top search bar helps users jump to the next location if they are bored with the current one.<\/p>\n<p>Each element supports the other ones \u2013 a clear sign of great UX design.<\/p>\n<h2>3. Use High Impact Imagery<\/h2>\n<p>The screenshot below is of one of <a rel=\"nofollow noopener\" target=\"_blank\" href=\"http:\/\/www.tripadvisor.com\">TripAdvisor<\/a>\u2018s restaurant profile pages. I\u2019m sure that you already read that stock photos doesn\u2019t make a good user experience: they usually bore visitors and don\u2019t motivate them to move forward in the conversion funnel.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ux-lessons-travel-sites\/high-impact-imagery.jpg\" alt=\"High Impact Imagery\" width=\"700\" height=\"420\"><\/figure>\n<p>The alternative of stock photos is high-impact imagery that provokes strong emotions in the users. And we all know that <strong>increased emotions lead to higher customer loyalty<\/strong>.<\/p>\n<p>Travel websites usually all use high quality pictures, but TripAdvisor takes it to the next level by <strong>encouraging users to add their own photos<\/strong> to each restaurant. This way TripAdvisor spices up its content with <strong>user-generated images that usually are more interesting<\/strong> for the average travel site visitor than photos taken by professionals.<\/p>\n<p>Peer pressure is one of the strongest motivations after all. TripAdvisor also <strong>keeps its visual content fresh<\/strong> by adding high-impact photos shot by users.<\/p>\n<h2>4. Keep It Simple<\/h2>\n<p>Less is usually more so it\u2019s always a good idea to keep things simple, and focus on only relevant information. The world is so full of distractions that your visitors will surely be grateful if you save them from the unnecessary fluff.<\/p>\n<p>\u201cKeep it simple\u201d is the UX principle that <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.lonelyplanet.com\/\">Lonely Planet<\/a> seemingly followed on its home page. The <strong>most important topics<\/strong> that intrigue their users are <strong>arranged in a tidy grid of attractive thumbnails<\/strong> supported by <strong>one-or two words long headlines<\/strong>.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ux-lessons-travel-sites\/keep-it-simple.jpg\" alt=\"Keep It Simple\" width=\"700\" height=\"426\"><\/figure>\n<p>LonelyPlanet\u2019s home page is especially smart from the aspect of user experience as the thumbnails also serve as navigation while they <strong>give users an easily understandable visual key<\/strong>.<\/p>\n<p>The grid is responsive thus it <a target=\"_blank\" href=\"https:\/\/www.hongkiat.com\/blog\/mobilegeddon\/\" rel=\"noopener\">works on every viewport<\/a>. <strong>On mobile and tablet size the thumbnails look like icons of mobile apps<\/strong> which is a familiar layout to all mobile users, and familiarity is also something that gives comfort to visitors therefore raising their engagement with the site.<\/p>\n<h2>5. Use Action Verbs<\/h2>\n<p>You are most likely familiar with action verbs from career sites. Action verbs don\u2019t only engage recruiters scanning through resumes but also websites visitors browsing through the web.<\/p>\n<p>The popular accommodation-sharing social network, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.airbnb.com\/\">AirBnB<\/a> uses them everywhere on its site. <strong><em>Belong<\/em><\/strong> anywhere, <strong><em>Rent<\/em><\/strong>, <strong><em>List<\/em><\/strong> your space, <strong><em>Discover<\/em><\/strong> places, <strong><em>Explore<\/em><\/strong> the world, <strong><em>See<\/em><\/strong> where people are travelling, <strong><em>Share<\/em><\/strong> your experience, etc.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ux-lessons-travel-sites\/action-verbs.jpg\" alt=\"Use Action Verbs\" width=\"700\" height=\"333\"><\/figure>\n<p>Action verbs are incredibly efficient because they <strong>move users from a passive state to an active one<\/strong>. Positive experiences always require activity on behalf of the user; that\u2019s why adventure parks are so popular.<\/p>\n<p>After all what do you remember more? Something you did by yourself or something you just read in a book? See? <strong>Interaction engages you too<\/strong>. So if you want to increase your site\u2019s user experience, don\u2019t hesitate to use action verbs where they are appropriate.<\/p>\n<h2>6. Streamline Your Forms<\/h2>\n<p>As <strong>too complicated forms often lead to an instant abandonment<\/strong> the smartest thing you can do for your users\u2019 experience is to streamline the forms on your site as much as it\u2019s possible. What do I mean under streamlining?<\/p>\n<p>You can see an excellent example if you take a peek at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.priceline.com\/home\/\">Priceline.com<\/a>\u2018s universal search form on their home page. Priceline\u2019s search forms are <strong>hidden inside a handy horizontal tabbed navigation section<\/strong>.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ux-lessons-travel-sites\/streamline-forms.jpg\" alt=\"Streamline Your Forms\" width=\"700\" height=\"332\"><\/figure>\n<p>The tabs contain five different search forms related to the five areas (Hotels, Flights, Cars, Vacation Packages, Cruises) the company is involved with.<\/p>\n<p>The really cool thing here is that users don\u2019t have to bother with stuff they are not interested in, they can jump right to the search form they need. Therefore they are <strong>not burdened with extra data fields<\/strong>, the form fields are kept to an absolute minimum, which means <strong>increased efficiency, reduced annoyance, and fast understanding<\/strong> \u2013 the best user experience ever.<\/p>\n<h2>7. Make Impact with Personal Stories<\/h2>\n<p>You can increase user engagement with the smart use of personal stories, like you\u2019re actually experiencing it, on the home page of <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/gobackpacking.com\/\">GoBackpacking.com<\/a>.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ux-lessons-travel-sites\/personal-impact.jpg\" alt=\"Personal Impact\" width=\"700\" height=\"598\"><\/figure>\n<p><strong>The adventures of real people are always more interesting than over-refined marketing babble<\/strong>. Your visitors don\u2019t want to read the same tiring cliches they can read on your competitor\u2019s site \u2013 they can even generate the same low-impact blether by themselves after all.<\/p>\n<p>Reviews, ratings, directed and moderated comments, statuses, blog posts, personal stories, recommendations, all add personality to your site therefore <strong>introducing high-quality information your visitors can emotionally connect to<\/strong>.<\/p>\n<p>GoBackpacking populates its home page with personal stories of its users which makes visitors immediately immerse in the content of the site without even knowing it.<\/p>\n<h2>8. Include Related Products<\/h2>\n<p>Related, recommended and popular product widgets are used by all the big e-Commerce players, so it\u2019s not a big surprise that travel sites also take leverage of them.<\/p>\n<p><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.hoteltravel.com\">HotelTravel.Com<\/a> solves the task in a very tricky and efficient way. Its recommendation engine <strong>takes the location the visitor looks for<\/strong> \u2013 in our case it\u2019s Hong Kong \u2013 and shows some more<strong> hotel options recommended by other users<\/strong>. The related hotels are also the recommended ones, a 2-in-1 solution which is always a good idea.<\/p>\n<p>The designers of HotelTravel.Com took one more step further and they placed the <strong>related products into a handy accordion<\/strong> that enables the user to <strong>group recommendations<\/strong> according to four different criteria (Best Value, Best Service, Best Room Standard, Best Location).<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ux-lessons-travel-sites\/add-related-products.jpg\" alt=\"Include Related Products\" width=\"700\" height=\"748\"><\/figure>\n<p>To make the widget visually interesting the rating, the price, a small thumbnail and a short quote from the latest review are also included to <strong>give the maximum help to visitors<\/strong> to decide which accommodation suits the best to their needs.<\/p>\n<h2>9. Talk About Benefits<\/h2>\n<p>Showing visitors the benefits they can gain on your site is always more user-friendly than pestering them with dry facts that makes them fall asleep.<\/p>\n<p>On <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.booking.com\/\">Booking.com<\/a>\u2018s home page we can see a smart utilization of this UX design principle. On the right-hand side of the screen you can see the \u201cWhy Use Booking.com?\u201d section which includes <strong>six benefits<\/strong> that are all in accordance with the values of the average traveler (low price, board range of choice, ease of use of the interface, populated reviewing system, quality customer service, and 24\/7 availability).<\/p>\n<p>Of course these values are drafted in a more <strong>engaging way<\/strong> and come<strong> with links<\/strong> where prospective customers can move on. The \u201cWhy Use Booking.com\u201d widget is in fact <strong>the enhanced version of the regular \u201cFeatures\u201d section<\/strong> of an average small business website but it includes many supporting elements.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ux-lessons-travel-sites\/talk-about-benefits.jpg\" alt=\"Talk about benefits\" width=\"700\" height=\"508\"><\/figure>\n<p>The <strong>colourful icons, the highlighted links, and the specific data<\/strong> (such as \u201c701,118 properties worldwide\u201d) all make the users believe that they are on a professional website they can trust. The <strong>showcase of popular locations<\/strong> from Sydney to Dublin on the left-hand side and the small widget of the third-party ReviewCentre all support the experience and build trust.<\/p>\n<h2>10. Provide Social Proof<\/h2>\n<p>When people talk about social proof they usually mean social media widgets like Facebook Likebox which is also a great element of well-designed UX, but <a rel=\"nofollow noopener\" target=\"_blank\" href=\"http:\/\/www.tripadvisor.com\/\">TripAdvisor<\/a>\u2018s home page provides a great example <strong>how other forms of social proof work<\/strong>.<\/p>\n<p>The concept of social proof is based on a psychological principle that says people are more likely to do something <strong>if they see others around them<\/strong> do the same thing. <strong>External validation is a great motivation<\/strong> for most of us, so wise designers build social proof into their sites in a way that encourages visitors to repeat the behaviour of their fellow users.<\/p>\n<p>On TripAdvisor the engaging <strong>social content is built into a handy tab navigation<\/strong> with three sections: Hotel Reviews, Photos made by users and Forums. The title of the widget is \u201cWhat travellers are talking about\u201d which is <strong>less pushy than the average subtitle<\/strong> on commercial sites; it therefore catches the visitor\u2019s eye at once.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/ux-lessons-travel-sites\/social-proof.jpg\" alt=\"Provide Social Proof\" width=\"700\" height=\"447\"><\/figure>\n<p>The Hotel Reviews section is designed in a smart way that <strong>makes the content easy to digest<\/strong>: a small profile photo and the ranking of the reviewing user, the name of the reviewed hotel, a short citation from the review itself, and a rating icon that well suits to the general design of the site.<\/p>\n<div class=\"ref-block ref-block--post\" id=\"ref-post-2\">\n\t\t\t\t\t<a href=\"https:\/\/www.hongkiat.com\/blog\/free-handpicked-ui-kits\/\" class=\"ref-block__link\" title=\"Read More: Free UI Kits For Designers, Vol. 1\" rel=\"bookmark\"><span class=\"screen-reader-text\">Free UI Kits For Designers, Vol. 1<\/span><\/a>\n<div class=\"ref-block__thumbnail img-thumb img-thumb--jumbo\" data-img='{ \"src\" : \"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/free-handpicked-ui-kits.jpg\" }'>\n\t\t\t\t\t\t\t<noscript>\n<style>.no-js #ref-block-post-21771 .ref-block__thumbnail { background-image: url(\"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/free-handpicked-ui-kits.jpg\"); }<\/style>\n<\/noscript>\n\t\t\t\t\t\t<\/div>\n<div class=\"ref-block__summary\">\n<h4 class=\"ref-title\">Free UI Kits For Designers, Vol. 1<\/h4>\n<p class=\"ref-description\">\n\t\t\t\t\t\tLooking for more UI kits to expand your web designer's library of awesomeness? Well, you came to the...\t\t\t\t\t\t<span>Read more<\/span><\/p>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Has it ever crossed your mind that you can still grow professionally while you are planning your vacations? Popular travel websites, booking and checkout forms, trip planners and hotel timetables are all excellent sources to enhance your knowledge in the field of user experience design. While selecting the best locations, hotels and scheduling your trip,&hellip;<\/p>\n","protected":false},"author":146,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3395],"tags":[3572,1953,3573],"topic":[4520],"class_list":["entry-content","is-maxi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>10 Things Travel Websites Can Teach You About UX Design - Hongkiat<\/title>\n<meta name=\"description\" content=\"Has it ever crossed your mind that you can still grow professionally while you are planning your vacations? 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