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Seaya Holidays

The Seaya home page on a laptop in an overwater bungalow, turquoise water beyond.

Project details

Client
Seaya Holidays

For people who pay before they fly, Seaya Holidays’ booking site put each resort’s rooms and packages on one page. The logo was designed alongside it.

The home page: underwater hero, search row and three blocks of reassurance beneath.

Brief

Seaya Holidays sells Australians dive trips to Malaysian islands they’ve never seen. It has no shopfront, so its site had to answer what people would ask an agent across a desk.

The Seaya logo in colour on white: map pin, gold sun, layered blue water.
A low gold sun over a shallow turquoise lagoon, the place the logo pictures.

Colour

  • SunGold#F0B448
  • WaterMid#6CC0D8
  • WordsTeal#306C78
  • BodyGrey#5A5A5A

Type

  • Aa, set in Futura DemiPrimaryFutura Demi
  • Aa, set in Futura LightSecondaryFutura Light
The search on a phone: diver or non-diver, duration, country and destination, and the Find packages button.
A room's packages on a phone: the diver or non-diver toggle, the inclusions and a booking button.

Approach

  • Logo

    A place rather than a monogram, so an unknown agency could look like somewhere worth going.

  • Research

    A survey of 35 people, and four hotel bookings watched up close.

  • What stopped people

    They weren’t confused. They were unconvinced, and wanted rooms and packages side by side.

The customer journey map: ten stages, with what people said marked green or red.
Wireframes of the whole booking flow, sketched by hand on graph paper, arrows linking screens.
A close crop of the wireframes: the resort page sketched by hand, rooms and packages side by side, a booking button on every room.
A close crop of the wireframes: the booking form sketched on one page, dates, package and guests together, not split into steps.

Result

Each resort got one page to read across, with a booking button on every room, instead of a form split into steps. Nothing that decides a sale was left behind a click.

A resort page: island aerial, strip of photographs, starting price and View packages button.
The packages: diver or non-diver toggle above a room, its inclusions and package options.
The booking form over a resort page: dates, package, extra days, adults, children.

Credits

Research and interaction design
Will Derman
Logo and visual design
Will Derman
Front-end build
Will Derman