Increase Organic Traffic
Project info
Role in the project: Design PIC, Sr. Product Copywriter
Project nature: Making a Movie
Project period: 4 weeks
Team members: Product Manager, Interaction Designer, Visual Designer, SEO team, FE, BE
Project involvement
How did I help as a PIC and Sr. Product Copywriter?
​
-
Lead initial discussion with Product and SEO team
-
Arrange timeline
-
Set up checkpoints
-
Help stress-testing low-fi solution
-
Prepare concept testing
-
Lead design direction approval
-
Manage stakeholders’ expectations
Project background
This project focuses on improving the information structure of our City Guides by adding another level of information between Continent and Area/Region page that is currently missing, which is Country page.
From SEO's POV, by having a more complete, cohesive, and coherent information structure, it can help optimize our SEO -- meaning our page will appear strategically when travelers are searching for travel inspiration on search engine.
In comparison, Traveloka is still far behind (see chart) compared to other travel websites. We see this as an opportunity to improve.
Problem
Apparently, this structure is costing us our discoverability. It is also not good for our SEO and can cause confusion to users because the information gap is quite big (jumping from Continent page to Area/Region page right away).
Thus, this project focuses on improving the information structure of our City Guides by adding another level of information between Continent and Area/Region page that is currently missing, which is Country page.
Coherent here means the content flow is ordered logically and relevant for users.
How might we have a more coherent and attractive City Guides page so that users can find City Guides helpful and delightful?
DESIGN CHALLENGE
Design process
Leading Initial Discussion
Before I created the design brief, I had a sync with Product and SEO team to have an initial discussion. During the sync, I gathered as much context as possible, then we discussed the perpetual problem for City Guides, goals and expectations we have for this improvement, touched more on SEO optimization, and prioritized the scope of this project (considering the tight timeline).The byproduct of this initial discussion is this design brief (unlink, confidential)
Low-fi Exploration
When diving into low-fi exploration, I used the project nature as my guide. The project nature is Paint by Number – meaning it is clear on what we should do (revamp the IA and add relevant content) to achieve our goals (making the page more SEO-optimized while at the same time attractive and relevant to users).
Therefore, my low-fi exploration (unlinked, confidential) was focused in creating the page's IA (considering feedback from SEO team and the brainstorming result).
