/ the ultimate travel company

role user experience, user interface
project type design, development, wordpress multi-site
launch 2015

mind-tutc-desktop-home

/ raison d'etre

The Ultimate Travel Company do not take their identity lightly. They "are called The Ultimate Travel Company for a reason", which is the ultimate brand statement and a cliffhanger designed to screw with your brain until it seeps through every cranial crack.

Analytics reporting shows a large but aging audience disposed with both declining motor skills and excessive wealth for this luxury travel brand. TUTC wanted to update their family of websites with usability at the forefront of design for a generation of leisure.

The Ultimate Travel Company do not take their identity lightly. They "are called The Ultimate Travel Company for a reason", which is the ultimate brand statement and a cliffhanger designed to fuck with your brain until it seeps through every cranial crack.

Analytics reporting shows a large but aging audience disposed with both declining motor skills and excessive wealth for this luxury travel brand. TUTC wanted to update their family of websites with usability at the forefront of design for a generation of leisure.

mind-tutc-country-home

/ untangling the web

Re-designing and consolidating four existing sites of several thousand pages into a single entity unified by extensive brand documentation also lacks no lightness.

Although designed to mirror the aesthetic of their highly collectible brochures, such print-based publications are not burdened with a mind-boggling hierarchy of information to confound even the most rigid legislators of ancient class systems. 

Re-designing and consolidating four existing sites of several thousand pages into a single entity unified by extensive brand documentation also lacks no lightness.

Although designed to mirror the aesthetic of their highly collectible brochures, such print-based publications are not burdened with an information architecture that reflects the Shibuya crossing at rush hour and the SEO seinen horror it entails.

/ young and old

The challenge, then was to transform a large archive of travel destinations, tours and guides, visually and structurally lacking in their organisation into an intelligible and interconnected user experience.

The result is a multi-site network that moved the company closer to it's audience by adopting new technologies and methods of interaction, from dynamic marketing automation to the responsive design that caters for their majority demographic of 'advanced' iPad-users.

The challenge, then was to transform a large archive of travel destinations, tours and guides, visually and structurally lacking in their organisation into an intelligible and interconnected user experience.

The result is a multi-site network that moved the company closer to it's audience by adopting new technologies and methods of interaction, from dynamic marketing automation to the responsive design that caters for their majority demographic of 'advanced' iPad-users.

/ additional design credits

/ additional credits

emma goodman - visual editor, josh white - mobile UI designer, sam holtby - front end developer

emma goodman - visual editor, josh white - mobile UI designer, sam holtby - front end developer