Setting off on the right foot with real, reliable user feedback
Activity period: 2023
2022/23 saw a resurgence in holidaymakers looking for their dream getaway and The Natural Adventure, organiser of walking and cycling holidays, wanted to capture this demand. Prospective customers want convenience and a good experience from the get-go, especially when booking holidays. So, we defined a user testing plan to gather feedback from target users to identify points of friction along main conversion path.
We wanted relevant feedback from real people who could be actual customers, so we recruited six users who had previously booked active or adventure holidays. The user profiles included a mixture of ages, genders, locations, devices and browsers, to ensure a variety of experiences were represented. Each testing session was recorded remotely through the users’ browsers and included a series of tasks to stress-test the main user journey.
Our analysis of the sessions uncovered a total of 43 recommendations, many of which were mission-critical website changes. We discovered usability and persuasion pain points regarding users’ initial impressions, navigation, booking, and getting help. All of these were given a traffic-light ranking by severity and categorised into an actionable roadmap of fixes and tests, enabling The Natural Adventure to see at-a-glance what to prioritise and why.
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