Monica

DMC Society

Enhancing Navigation and Lead Generation for a Premium Travel Brand

Project Overview

Led UX and UI improvements for DMC Society, the B2B arm of a premium travel brand. The goal was to improve user engagement, reduce bounce rates, and boost lead generation by addressing usability issues and aligning website functionality with user and business needs. Focused on understanding pain points, optimizing user flows, and implementing practical solutions to support business growth.

The Challenge

Navigation Issues: High bounce rates indicated that the homepage was not effectively directing users to services, limiting engagement.

Lead Generation Problems: The B2B website relied on forms for lead generation, which underperformed compared to the B2C website’s direct communication channels.

The Outcome

Bounce rate decreased by 9% within three months of redesigning the navigation.

B2B leads increased significantly, with direct emails becoming the largest source of new leads and income.

Implemented scalable design solutions, creating a seamless and efficient user experience.

My role

UX/UI Designer 

Tools

Internal Research | Surveys & Feedback | Amplitude | Google Analitycs

Team

Solo Product Designer & Developer

Product Discovery

Research Approach

Analyzed Google Analytics and Amplitude recordings to assess user behavior on the website, focusing on key metrics like bounce rate and engagement. These tools provided quantitative insights into user navigation patterns and drop-off points. Additionally, conducted informal interviews and observed internal colleagues from the sales team to understand their workflows and pain points related to communication tools.

Key Findings

  • Navigation Frustrations: The only available menu displayed cities, while services lacked a dedicated menu. Users were forced to scroll down through various service cards to find and click on their desired option, leading to poor usability and high bounce rates.

  • Communication Gaps: A significant pain point for B2B users was the reliance on forms, which did not allow requests to be directly managed in their email inbox. This lack of a follow-up mechanism made forms inefficient for urgent communication, resulting in lost opportunities and dissatisfaction.

User Behaviour Insights

The primary users of the DMC Society website are travel agencies and corporate agencies seeking reliable DMC services. Insights gathered from internal observations and sales team discussions revealed:

  • Navigation Needs: Users required a more intuitive structure to explore services efficiently without excessive scrolling.
  • Communication Preferences: Clients favored direct email and phone options over forms, enabling faster responses and better management of follow-ups, especially for urgent requests.

 

These insights directly informed the prioritization of navigation and communication enhancements to better align with user needs and expectations.

Approach and Design Process

Structural Redesign of Navigation
Old Navigation
  • Based on insights from user behavior and internal discussions, I identified the need for a more efficient menu system that would not disrupt the cities header, a key feature critical to user behavior.

 

  • Since most Google searches include a specified city, the cities header ensured users could quickly identify services available in their target location, making it an essential element for maintaining relevance and usability.
New Navigation
New Services Menu

 

  • Designed and implemented a hamburger menu that preserved the cities header at the top while introducing a collapsible section for the full list of services.

 

  • Adapted the service titles to SEO-optimized keywords, improving visibility in search engines and ensuring users could easily recognize and find the services they needed.
Redesigning Communication Tools: Fixed Bar & Form
Fixed Contact Bar
  • Added a persistent bar with clickable email and phone options for immediate communication.
  • Ensured it was highly visible and accessible on all screens.
Form Redesign
  • Redesigned the contact form to align with the site’s modern, premium branding.
  • Focused on:
    • Clean typography for readability.
    • Consistent color palette for a cohesive look.
    • Clear input fields to improve usability and user confidence.

Results

-9%

Bounce Rate reduction in first 3 months

Enhanced user experience with parallel options

+18%

Global contacts increase

Direct emails become major income for leads

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