Project Overview

This was a company analysis and brand identity project designed to establish target demographics and annual user trends, as well as create company personas for staff reference. The project was used to develop an annual content marketing strategy and aid wider company strategy. Due to client confidentiality, visual insights and key findings have been omitted.


During my time on the in-house team, I worked my way up from Editorial Assistant to Assistant Editor. I was the only in-house team member trained in user experience design and grew the business case for projects of this nature.

All user feedback emails were compiled and saved for reference. By analysing and card-sorting the emails, 7 key improvement themes were established.

A company-wide Hotjar Analysis was then undertaken, monitoring user behaviours via Hotjar Heatmaps, Recordings and Funnels. From these findings, a series of UI and information architecture issues were identified.

Context for user profiles and booking trends was gathered via a customer survey, Google Analytics and system reports covering the past 5 years. The data was analysed to generate company averages and predictions for the year ahead.

To further understand the user, insights were gathered via the client-facing in-house booking team. A set of commonly asked client questions and key customer purchase considerations were developed. The lists supported findings from the Hotjar analysis. As per the Jobs-to-be-done Framework (JTBD), task focused queries were relevant to all elements of the website design.


Following the data analysis, a set of company personas were developed to help epitomise the company’s core demographic and target audience. Each persona included factors such as family situation, income, education, computer skills and lifestyle factors. Descriptions of their goals, motives, concerns and travel interests and attitudes were also included, to help inform the team of their relationship with and expectations of the brand. The personas were then shared throughout the company to help focus the aims of all departments.
By introducing a user-first approach, we were able to develop a detailed, structured and targeted digital content strategy, designed to pre-empt the customer’s interests and needs throughout the year. In addition, we were able to target key areas for improvement in the existing website design. This led to key UX improvement projects, designed to ensure the user experience better served the clients aims and needs.



If you would like to talk about a freelance project or creative ideas, that would be just lovely.