Increasingly travellers are turning to the web earlier on in the decision making process. The 7Travel ecosystem fuses the power and reach of the 7 Network’s TV brands and audiences with a new mirrored digital platform, inspiring consumers to transact on their holiday ideas. By synchronising the editorial schedule with the broadcast EPG, millions of traditional media viewers brought a second device to their content experience, creating a groundswell of mobile and always on audience engagement. The travel stories that 7 has always shared suddenly became shoppable, any time and any where.
Collaborators
- Hussain Ali – Design
Deliverables
- Product Strategy
- User Experience
- Interface & Brand Design
Client
SevenWest Media
Year
2016
Closing the gap between inspiration and transaction
7Travel’s drives acquired TV, social and organic users into a three staged journey; Learn, Inspire and Transact. The feed on destination cards on site live updates to reflect the travel content broadcast on 7’s linear channels and social feeds. Users land on destination content that reflects their entry point and can delve deeper into the country of region that has caught their attention.
The Backpacker
Plans long international trips on a whim and shoestring budget
School Holiday Maker
Plans domestic weekend and school holiday getaways for the family with cost in mind
Annual Holiday Maker
Plans their lavish international trip well in advance and is usually willing to spend a little more for the best
A user journey designed to inspire lust
We observed that some users knew where they wanted to go when planning a trip and others knew what type of experience they wanted. A sophisticated calendar of content was developed around tags that matched the destination. This created an extremely simple path for users to intuitively discover the content they want, whether they explored destination first or category first.
editorial and user-generated stories in the same feed created a balanced authoritative and human tone.
Social ‘moments’ were curated under the editorial feed to visualise the stories and further drive lust for the adventure. The content experience itself has been crafted to encourage exploration with infinite scrolling and referred articles preceding each piece. Domestic and international travel deals facilitate a frictionless path to purchase within the feed and article experience.
A universal brand & visual language
The interface is highly image based to reinforce a sense of aspiration while carefully reflecting realistic goals for the audience. The framework adheres to material design and best practice e-commerce principles to encourage discoverability and allow the beautiful imagery to do it’s work seamlessly.
Engaging and retaining loyal travellers
The site drives users to sign up to establish a direct marketing channel to the previously elusive TV audience. The central navigation of the site is entered around the content broadcast on 7’s travel shows. Users can immediately browse a feed of destination cards that reflect the most recent destinations explored on 7, or can explore the back catalogue by Experience or Country. Users also have the option of searching directly or watching travel content live within 7Live.
