About Voyages Léonard
Voyages Léonard is the recognised leader in tour operating, with over 70 years’ experience in the sector. The company offers a wide range of services: organised trips, tailor-made holidays, management of a network of partner agencies and mobility services, all with a fleet of 32 luxury coaches. Voyages Léonard enjoys a solid reputation thanks to its long-standing experience and the loyalty of its customers.
Context
Voyages Léonard wanted to improve the user experience of its website by bringing in external expertise. Although the site broadly met the expectations of their main audience (the over 50s), it needed to be adjusted to better meet the expectations of a younger audience (20-35s), particularly on mobile. The company also wanted to better promote the diversity of its offers (air travel, cruises, events, etc.) to renew its image traditionally associated with coach travel.
Understanding user behaviour through data
Our UX/UI experts carried out a detailed audit of the analytical data to obtain a precise map of the behaviour of the site’s visitors. We examined key indicators such as bounce rate, session time and the most frequent user paths in order to identify precisely where optimisation was needed.
This quantitative approach was complemented by targeted user tests with the 20-35 age group, to gather valuable qualitative feedback on their experience, particularly on mobile. These insights enabled us to clearly identify the priorities to be addressed.
Challenge
The challenge was to improve the user experience in order to effectively reach a younger target audience, while continuing to fully satisfy existing customers. It was necessary to carry out a detailed audit of the conversion pathways in order to identify the areas for improvement that would have the greatest impact on the user experience. Particular attention had to be paid to the mobile experience, a major challenge given the changing habits of users. Finally, it was crucial to clearly and attractively promote the variety of services offered by Voyages Léonard in order to diversify and boost its image.
Solution
DJM digital structured the assignment in two main phases: an in-depth analysis phase followed by concrete operational recommendations. Our approach was based on three pillars of expertise: data insights (analytics), user insights (tests and interviews) and the insights of our UX/UI experts.
Key elements of the mission
Identification of concrete areas for improvement
Thanks to an in-depth analysis of the conversion flows (CRO), we made a number of specific recommendations to optimise the user experience.
These included improving the booking process, simplifying the navigation menu, optimising search functions and filters, and redesigning the graphics and ergonomics of the travel maps and detail pages.
Precise wireframes and a UI Kit were proposed to facilitate the operational implementation of these improvements.
Support and expected results
The recommendations provided were clearly prioritised according to their potential impact and ease of implementation. Our team provided dedicated support to ensure the effective implementation of the recommended improvements, working closely with Voyages Léonard’s in-house technical team. This collaborative approach, based on the expertise of our UX/UI specialists, aims to guarantee an optimal, fluid user experience that is perfectly aligned with the expectations of the site’s various target audiences.
“The agency has UX/UI experts, and the recommendations are highly relevant and well-supported.”
Benoit Charpentier – Marketing Manager, Voyages Léonard
Our project team
Fanny Collodoro
Project manager
François Genot
Lead UX
Myriam Jung
Expert UX/UI
Lola Thans
Account Manager
Let’s make your project a reality, together!
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