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Visit Liverpool

Digital Gateway to Liverpool's Biggest Summer
  • Product Design
  • User Testing
  • Design Systems
01

Overview

Understanding The Visit Liverpool Project

I had the pleasure of being part of the team at Simpleview to deliver a brand new website for Visit Liverpool and 2 additional microsites supporting Visit Wirral & Visit Southport, with a website refresh conducted ahead of a huge roster of summer events and experiences heading to the area including Eurovision, The Open & Liverpool Sound City which would see the city have increased visitor footfall to the city and in turn, an increase in visitors to their website.

It was imperative for the client to be delivered a website, that was not only functional and devoid of user experience roadblocks, but also provided an easy to use and simplistic interface which will give visitors, whether they’re in the inspiration phase or booking phase, everything they need within a comprehensive digital framework.

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02

The Problem

Identifying Weaknesses
During the analysis phase of the previous Visit Liverpool website, we identified the following key roadblocks
  • Congested header areas — The cluttered appearance featured too many elements competing for attention. This lack of visual hierarchy made it difficult for visitors to quickly identify important calls-to-action or navigate to key sections.
  • Poor UX functionality — Visitors struggled to find essential sections like events, highlights, and places to stay. The navigation structure was unclear and buried within sub-menus, leading to low click-through rates and user frustration.
  • Lack of imagery — The website missed opportunities to showcase compelling imagery, which is crucial for promoting Liverpool as a tourist destination. Without captivating visuals, the site struggled to communicate the city's unique attractions and experiences.
  • Lack of exit points — The website offered few options for users to backtrack or return to previous pages. This absence of clear navigation left users feeling trapped and unsure how to explore further, potentially increasing bounce rates.
  • Inconsistent visual layout — The visual layout and themes lacked cohesion across different pages, creating an inconsistent user experience. This made it challenging for visitors to associate the website with the Visit Liverpool brand.
  • CMS flexibility — The client needed more flexibility to highlight different content to visitors through the Simpleview CMS, as engagement goals change throughout the year.
  • Accessibility — Although the website met WCAG guidelines, there was room for improvement. More attention to detail could enhance accessibility further.
  • Mobile optimisation — While the mobile version was functional, it needed more mobile-friendly features. Further optimization would address usability issues and prevent losses in mobile traffic.
03

The Solution

Delivering a futureproof concept
Throughout the design phase, working closely with the client's vision, we delivered a solution that addressed the identified problems while creating a minimalist yet distinctive look and feel. This approach sets Visit Liverpool's website apart from those typically seen among UK and European DMOs.
  • Featured items area replacing traditional hero section — This streamlined approach helps visitors find information faster. It significantly improves the mobile experience and increases visibility for content from Visit Liverpool partners.
  • Visual cohesion and branding — The website now has a more established look and feel that aligns with the Liverpool brand. The minimalist design themes increase the site's longevity against evolving design trends.
  • Optimised accessibility — Beyond rigorous WCAG testing, we gave special attention to font sizing and weight, spacing between sections, and the gaps between images, headings, and descriptions.
  • Improved navigation and header area — The enhanced navigation makes it easier for users to find high-value information. Key items in the header give the client control over where visitors go. The hamburger dropdown menu is now simpler to use, with dedicated dropdowns for different areas.
  • Mobile experience improvement — A sticky hamburger function provides easier navigation between pages. Horizontal sliders improve readability and limit excessive vertical scrolling while providing easy access to features.
  • Imagery implementation — More opportunities for imagery throughout the website showcase Liverpool's beauty as a tourist destination.
  • Flexible content highlighting — Clients now have more flexibility to highlight different content via the Simpleview CMS. Customizable sections and modules can be updated based on changing engagement goals.

Let's Chat

For work enquiries, or simply to say hello send me an email:
louis.oreilly97@gmail.com
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