Building a new website based on detailed user experience research


day discovery phase


page site


international markets

The challenge

The biggest challenge for VisitBritain was that its previous website offered too much information, meaning users were often unable to find what they were looking for.

Beyond this, the content was not engaging or interactive, and failed to provide users with the information or inspiration required to sell Britain as a holiday destination. In addition, there were no clear statements of intent, calls to action or data capture options across the site.

Our task was to build a brand new trade site, based on analysis of the current site and detailed research into the VisitBritain user experience. Our primary focus was creating a platform that would be easy and enjoyable to navigate, allowing users to find relevant information quickly. VisitBritain also needed a site that they could edit and develop in-house after launch.

What we did

We began with a rigorous 49-day discovery phase, starting with an in-depth SEO review and detailed content audit.

We then held stakeholder interviews that helped us define clear user personas, focusing on their key goals, behaviours, needs and concerns. This stage was vital because it uncovered a need for VisitBritain to address a broader group of users than it’s team had foreseen. Honing these personas enabled us to create goal-led user journeys, that then shaped the site framework and content requirements.

While designing and building the site, we also redefined and simplified the look and feel, creating a new design direction for VisitBritain’s trade platform. Our vision was to produce an inspiring site, using imagery as the main focus point, but also showcasing quality content.

We took a modular approach to the design, creating easily customisable pages that would allow VisitBritain to adjust the layout and content to reflect changing strategy and priorities. To make the site as user friendly as possible we also carefully planned out search, filter and drop-down functionality.

The site went live with overwhelmingly positive feedback from both VisitBritain and the trade users. Importantly, the way that the site was built has allowed continuous evolution and optimisation since.


The site went live in August 2017 with overwhelmingly positive feedback from both VisitBritain and the trade users.

Importantly, the way that the site was built has allowed continuous evolution and optimisation, giving VisitBritain easy routes for site growth and content development.

Because of the ongoing potential for growth, we continue to work with VisitBritain on a retained basis.

VisitBritain website

Other case studies


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