Lifestyle by Nexarise was built with the intention of making travel easier and more affordable for travel enthusiasts from all around the world. Through this platform, members can benefit from discounts of up to 80% without having to compromise the quality of their stay/holiday. Lifestyle by Nexarise offers a multitude of other member benefits that gives users value for their money, including hotel credits that are worth approximately USD 1 each. This service works on a subscription-based model which offers members an option of 3-4 plans to choose from.
During the course of this product cycle, I functioned as the UI/UX designer tasked with the responsibility of designing and developing the landing page. The team that I worked with consisted of the CTO, co-founder of NeXarise and the lead back-end developer. My responsibilities extended into planning and requirement gathering, wireframing, writing copy and developing the front-end of the project using Webflow.
Like many of the products and services that Nexarise owns, the website already existed. One of the challenges with the first website was the impact of not giving users the thrill and excitement of traveling due to its dark scheme and its loading time. This resulted in low conversation rates prompting the need for the website to be fully redesigned and updated with a more fitting colour palette.
Another challenge was the fact that Lifestyle by NeXarise does not feature a price on the available package list. This meant that we needed to make website more attractive for users to click through to the next page where the price is featured.
For this, we needed to create a package list that highlighted the benefits of each plan, making it appealing enough to drive traffic through to the other page.
When examining the previous website, we also noticed that it wasn’t clear as to what product was being offered. In order to provide clarity, this meant that we needed to educate users on what exactly Lifestyle by Nexarise is through informative copy and imagery that creates the feel and accurate representation of the product.
To solve these challenges, we started off by identifying the project scope and requirements through researching the target audience.
NeXarise is a referral based business backed by an ever-growing independent sales force. This means that about 95% of our customers are referral based. Using the data, we were able to identify that our end-users are between 18 – 45, while our target audience is anyone between the age of 18 - 75 years. We were able to obtain this data through our existing CRM. Based on the user and competitor research that we found, we identified that we needed to create a new colour palette, write new copy and use more suited imagery to properly describe the product.
I conducted extensive research into colour palettes using websites such as; coolors.co and dribble for design and colour palette inspiration. I then followed up by creating several colour palette options which were ultimately decided upon by key stakeholders involved in the project.
To optimise the information, I created a copy update which highlighted key features like the 110% best price promise, 24/7 member support, airport lounge access, and hotel credits that could be gained based on the plan the user selected.
In order to properly create an aligned collection of imagery, I used platforms such as Shutter Stock, Adobe Stock and Envato, in addition to using Flaticon and similar services for icons.
After ensuring the earlier processes were completed, I then started out with low validity prototypes, and once those were approved I progressed to creating functional prototypes and doing full team and user reviews before starting the development stage.
We also did A/B testing with key stakeholders on the client side before finalising the prototype
As the landing page doesn’t feature any of the prices, we designed the package list in a comparison model that highlighted all the features and showed the users which ones were available in their selected plan. As a result, we found that this model worked well for converting site visitors.
When we achieved the initial processes, the project was then moved into the development stage. This was process was executed in Webflow. The front-end of the landing page was made fully responsive and includes interactions and background videos towards the website. We additionally transferred the design elements from Adobe XD to Webflow and created a fully functional landing page before exporting the code and handing the project over to the backend developers to complete.
This completed project resulted in a welcoming website with a new and improved colour palette detailed with supporting copy that clearly explained what the product was and who it was for. We were also able to highlight member benefits through copy and imagery resulting in an overall 25% increase in unique site visitor conversions.
This project in itself was rewarding one in particular given the fact that I had the opportunity to design the UI/UX and develop the front-end. Despite this being something new for myself and the company, we were able to ensure high accuracy of the design on the website leading to us achieving our goal and that of the client
