Global touring - Multi brand design system and dev platform

Our client Global Touring, consists of www.topdeck.com, Travel, Back-Roads Touring and a newly acquired Grasshopper Adventures. The opportunity with another brand coming into the portfolio was to provide a solution to showcase new branding across all of the brands, whilst improving the user experience across key journeys and creating efficiencies for Global Touring to manage the brands daily.
Our proposal was the creation of a single platform on Drupal, using a multi brand global design system to unify and ensure design consistency while still allowing for brand differentiation. The one platform approach ensured better integrations with Travel studio, the end-to-end reservation management system, and efficiencies with a build once and publish many methodology across all brands. 


Zoocha seized this pivotal opportunity to enhance the user experience from inspiration through to booking. Using collaborative design thinking workshops, we defined the top priorities to take forward into concepts. Our goals were to deliver a frictionless process which promoted inclusivity through an easy to use engaging experience. User centricity is key to our work. In order to ensure that our concepts and hypotheses were well received, we created prototypes to test new booking flows and interactive features for the trip pages enhancing itineraries and maps. We conducted usability sessions with two groups of existing customers with diverse ages, abilities, backgrounds, across multi brands and devices.
Post go live we have some strong impact. Bookings have increased by 28% (YOY) with a direct channel share improved by 2%. Throughout the inspire to purchase journey there has been a 14% increase of traffic through destination, itinerary, dates and prices pages, showing more user engagement and an increase in average time spent from 2m 24s to 2m32s. The booking funnel page flows have seen significant improvements, with the most significant from gathering customer details to payment screen – seeing a 120% increase in conversion. Site engagement rate increased by 6% and overall the site improvements have delivered a 16% increase in traffic, more people than last year, more engaged and converted better.