A redesign case study

In 2016 I redesigned the eDreams ODIGEO blogs as a Side project out of my daily basis. When you work on a corporate environment side projects like this give you a chance to think outside the box and work with different stakeholders you are used to.

The final outcome of this project will be a Wordpress based Blog with a white-label approach for 5 different brands, human driven and focus on engaging readers.

eDreams: blog.edreams.es, blog.edreams.it, edreams.fr/blog, www.edreams.pt/blog, edreams.de/blog


1. Meeting stakeholders and get briefed

1. Meeting stakeholders and get briefed

I was briefed by the Head of Content and Social Media about the need of a refreshment in terms of look and concept for their blogs.

The Content and Social Media team was growing fast and getting more innovative in terms of tools and way of thinking. They manage a network of 15 blogs, feeded periodically with original content about destinations, airlines, travel tips and news with 700k/1M monthly sessions (70/80% of our traffic is organic) and a high bounce rate (85%).

2. Define objectives and KPIs

Making a clear objectives and KPIs definition at the very beginning phase of the project is must do in order to keep always on the proper path.

The Head of Content and Social Media and me sit together in order to define the objectives:

  • Create content that people would love to read, share and interact with.
  • New categories creation
  • Improve the functionalities of our pages to guarantee maximum visibility to our content and activities.
  • Look & feel up to date.
  • Pageviews
  • Organic visibility
  • Engagement
  • Bounce rate
  • Transactions
  • Adsales revenue

3. Gather all qualitative and quantitative data available

In order to have a 360 picture I went to check some qualitative data, provided by analytics and some qualitative data provided by Qualaroo

3.1 Quantitative data from analytics:

  • Top performing sites are eDreams FR, IT, COM, ES and PT, followed by Opodo DE and FR
  • Around 70/80% of our traffic is organic, the rest is coming from social, CRM and referral
  • Bounce rate of our blogs is high — around 80%.
  • Around 15% of visitors are returning ones, while the rest are new visitors
  • Around 50% are accessing via mobile, 10% tablet and 40% desktop.
  • Most visited post are the Ryanair ones related with cabin baggage.
  • Asked about what info the would like to read users declare they want to read more inspirational content.
  • German users were the ones most likely to answer the exit survey

4. Benchmarking competitors and big players

A deep understanding of the environment where we are working on is a must to achieve a proper solution. Competitors are facing the same problems we have to face and big players are delivering great interactive solutions.

In order to do this I split my efforts en 2 areas, one more generic focus on understanding the environment and the other one more specific focus on understanding the specific functionalities.

  • Fancy display and interactions
  • Delightful functionalities
  • Useful tips
  • Written content
  • Ammount of adeverts
  • Focus on humans
  • Corporative content
  • Delighters
  • Shareables
  • Post content display
  • Mobile

5. Categories redesign through a cardsorting (Link)

In order to tag and categoryse the content, content managers were struggling to find the proper categories for each post they were publishing.

I decided to take the 20 titles from the most read posts and start a cardsorting campaign with all design and content teams. I asked to group all this posts titles in open categories.

  • On Board
  • Destinations
  • News
  • Travel Tips
  • Events

6. Involve main stakeholders on a workshop (Link)

Once I had all the information I was able to gather, the next step is putting on the same room all the stakeholders: developers, content managers and Social Media strategists.

The objectives of this workshops where:

  • Share the information gathered
  • Share my vision of the redesign
  • Share which are going to be the next steps
  • Identity
  • Conversions
  • Social
  • Functionalities
  • SEO

7. Mockups and prototypes

Now I’m ready for the creation phase. After drafting some ideas on paper I will go straight to Sketch, Marvel and Flinto.

7.1 Drafts

  • Easy to share
  • Interlinking

8. User testing and iteration

Once I have a prototype I’m happy with, it’s time to try it with users and find out where are the main usability issues. Based on my hypothesis I will write down the research and script questions. After the test, i will check the results and iterate my design solution based on that.

8.1 Research questions

  • How do users find content on the blog?
  • Do users share the posts and is this easy to do?
  • Is the main blog navigation structure understood?
  • Do users understand how to navigate between the blog and the main eDreams website?
  • Do users interact with the main carousel on the blog homepage?
  • What content are the users looking for when viewing the blog?
  1. How do you use travel blogs to plan/book your travel?
  2. Why do you read travel blogs?
  3. When do you normally read travel blogs?
  4. Do you know eDreams or read the eDreams blog?
  5. What do you expect to find in a travel blog?
  1. What do you think of the menu?
  2. What do you think about the categories of the menu? (Is it missing something? Is it clear what the categories are?)
  3. Do you clearly see where the icons with links to our social profiles are?
  4. Besides the content what else interests you on this page?
  5. What do you think the banner is/where it goes to? Would you explore this? Why?
  6. How would you go to the eDreams homepage?
  7. (If user does not scroll carousel) Why?
  1. Do you think it’s easy to share a post on social networks? Are any social network missing for you?
  2. What about the comments at the bottom. Is this useful? What do you think of this feature?
  3. After reading the post what would you do next?
  4. (Do they explore the previous or next post?) How would you go to the next/previuos post?
  5. (Do they interact with the sidebar features) What do you think of the other features? Are they useful?
  1. Does the user use the top navigation to go back to the main eDreams website?
  2. Do you miss something?
  3. If you are interested in this blog how would you subscribe to it to get regular updates? (e.g. with their email)
  4. What do you think about the footer? Is there anything missing?
  • All users declare to not be follower of any blog.
  • If they look for destination inspiration they go directly to
  • Users understand the structure of the blog (navigation,
    carrousel, posts)
  • Users need to interact with the main menu to figure out the
    content of the headers.
  • The way the different posts are shown is understood, and
    users know how to get to them and how the content is
  • The carrousel is interesting for all the users, although most
    of them don’t interact with.

9. Specs, development and QA

Once happy with the design solution, and iterations are implemented, its time to create development specs, develope the site and test it.

The developer designated for this project have been following the process from the begging: workshops, 1 to 1, and meetings with stakeholders so the prototype developed is aligned with the tecnological constraints

10. Tracking

Before launching It’s time to place the tracking events to keep it monitored on analytics.

I need to find the potential areas to be tracked:

  • Main CTA
  • Searchbox
  • Sharing

11. Launch

As I said, the launching will start with eDreams Spain and then we will keep rolling our 1 site each month. Bellow the results:

eDreams: blog.edreams.es, blog.edreams.it, edreams.fr/blog, www.edreams.pt/blog, edreams.de/blog

UX designer @ Telefonica Alpha