Digital Transformation for a travel company

Veena World
  • Travel
  • Business Planning & Modelling
  • Digital Transformation Strategy
  • Data Structuring
  • User Experience Design
  • Communication Guide
  • Internal System Design
  • Product Activation
Indigo Award

Pioneers of innovative ideas and tours, Veena World is a travel brand that takes travel journeys beyond destinations, by inculcating a sense of community and their impeccable hospitality. With just 5 years of rich and experienced background, the company boasts of 2.5 lakh satisfied guests, 800+ seasoned, dedicated team members, 165+ preferred sales partners and 1000+ hoteliers, transporters and associates.

Veena World first partnered with us in 2013 to create a brand identity that reflected its all-encompassing ethos of ‘travel for one and all’, anywhere around the world. In 2017 we collaborated again for the evolution of their brand, to help them stay relevant and grow with the times; and change the user perception.

Challenge

With change in consumer habits Veena World wanted to mark its territory in their segment and chart a stronger direction by building a perfect customer journey

Approach

We took off to this new ambition by reintroducing the company to the world as an immersive platform; through an intensified online dialogue, built on grounds of an adaptable, scalable and future-proof system

Understanding stakeholders, users and products

We started from scratch, by interviewing and observing the users, followed by preliminary brand work. The objective was to fully understand the contexts and the real-life situations travellers end up in, during the booking process and the actual on-journey experience. We also familiarised ourselves with Veena World’s existing services, offline booking process and the current digital website.

Veena World
Veena World
Veena World
Veena World

Using customer journey to drive commerce

Once the business priorities were aligned, our team collaborated on mapping the customer experience with the user at the heart. The strategy focused on stitching cultural insights and user behaviour together. Divided into True Travellers and Seekers, the site’s framework brought the brand to its audience in an experiential and unexpected way, similar to offline experiences. The ultimate goal was to keep the user informed in context, with complete clarity and transparency, speed up the consumer dialogue and reduce offline interaction.

Veena World
Veena World

From UX to UI: a qualitative approach using design tiles

To help shape Veena World's digital language, we kicked off with a series of style tiles. Taking a multiple aesthetic approach, we worked closely with their core team on defining how we wanted the brand to be perceived in the digital space.

The new brand had to be adaptive and flexible. Users would be led to the content, cutting needless diversions, while not oversimplifying the interface. To achieve the clean look and natural feel, a neutral color scheme was used, with complementing white and gray shades. Veena World’s signature yellow color helped highlight details, combined along with cinematic visual imagery and light, but big typography.

Veena World

Celebrate life through travel

The home page inspired people to go out there - travel, express and enjoy. The Scalability, dynamism and the flexible matrix of the site allowed the client to publish relevant data. The use of design cards to throw attractive destination pictures, served as a captivating vocabulary; while contextual navigation enabled discovery. With simplicity at the core of the user experience, the site came alive with rich content and delightful micro-interactions.

Veena World
Veena World

It’s an open world – keep searching for more

Vacation plans start with many parameters: location, time, budget or type of travel. Streamlining content about innumerable destinations, the site used the computational concept of Explore or Exploit to focus on helping users find what they’re looking for. By implementing utility to product listing pages, users could search by type of travel as well as through the traditional methods, such as destination and time. We enabled a thumbnail design that offered a quick overview of the key decision points and also caters to all the business requirements. This approach helps users to curate and, most importantly, aligns them with the brand’s positioning, bringing their unique personality and point-of-view forward.

Veena World
Veena World
Veena World

Elevating the product experience

Having deeply understood the offline product through first-hand interviews, we concluded that the key task was to present the product throughout the user journey, from browsing to booking, exactly in line with the offline journey.

Placing easy decision criteria in the beginning helped choose between the different products shortlisted, by combining major chunks of data as in the overview section. A progressive disclosure segregated the information into sections that answered all questions, and also built deeper perceptions with real-time photos and experiences. This added credibility and enabled swifter decision-making.

Veena World

Booking for ease and excitement: the path to purchase.

Considering the fact that Group-tours, one of the key travel products, are extremely date-dependent; we ensured that the packages shown on the homepage were fetched basis departure dates, and subsequently progressed towards more decision based criterias for the user to compare and choose.

A seamless three-step booking process enhanced the user experience, allowing them to make an informed decision, and then book a tour anywhere in the world, without a pause.

Stay connected with my account

We designed a personal dashboard to ensure that pre-travel anxiety doesn’t kill the joy of a well-deserved vacation for the travelers. ‘My account’ specifically enhanced the pre-departure and on-tour experience with prompt updates and notifications about the upcoming trip. Every critical aspect of the tour was communicated to the booked travelers through this channel to avoid any confusion or chaos. It allowed ease of accessibility and offered the much-needed reassurance, before as well as on-tour.

Veena World

Digital-first approach to branding

The website was rooted in real personality, and authentic opinions; while the brand kept it simple, but significant — strong typography, cinematic images, and a touch of sophistication. To make sure the tones were hitting the right notes, a dreamy yet friendly tone of voice complemented the approach.

Design principles and guidelines helped communicate how to best represent the brand across channels. Together, it would steer all future UI design for the company, across multiple touchpoints, driving a digital transformation.

Veena World

The wide wide world

After delivering and rolling out the first product, the new platform generated multiple sub-verticals which were handled with the same expertise as before. At every step, only a consistent message and experience went through. As the brand evolves through several aspects, the site continues to expand and the platform continues to deliver.

Veena World

Impact

The new website helped modernise Veena World but kept it firmly rooted to its legacy, maintaining the focus on community and making an already vibrant marketplace even more vibrant. The new veenaworld.com became the first of its kind travel operator to offer a smooth online booking experience, whilst setting a benchmark in experiential e-commerce. It facilitated seamless and responsive interactions, showcasing the brand story while contextually promoting products, with an optimised Search Engine in place.

As with all things digital, Veena World’s marketing and product teams continue to ensure a consistent and smooth rollout, as the product continues to evolve and grow.

70%

More Average Time Spent

5x Online Booking

20+

New Market Reach