This was an answer to a brief that asked to “create a travel hub where customers could go to find all travel-related information”. We offered to rethink it, putting greater focus on the user's financial needs when preparing to go on holiday or when already abroad.
To find out more about customer needs, we did both field research and lab-based interviews, observing what information people require and how they go about finding this information.
We then gathered the findings and performed a workshop with senior stakeholders, where we defined potential concepts for the hub.
The feedback was overwhelmingly positive and even though the project did not proceed to the implementation stage (due to funding limitations), the client, by her own words, was "absolutely immersed in the customer's thinking" and had started seeing business problems from a whole different angle.
Role: Project lead