What did we do?
The project, using our methodologies, was based on an in-depth analysis that included various methodological tools.
First of all, we carry out a baseline analysis of the digital assets of the tourism strategy, including the Portal, Social Networks and Mobile Applications. This is done to find insights and patterns of the various tourist segments, by geography and typology. Along the same lines, we carry out a technical analysis and positioning in search engines, to support us in the positioning that each of the digital assets already had.
Heat maps and usability tests also yielded relevant conclusions on how users searched for the information they required.
Finally, we conducted in-depth interviews with tourism with various characteristics and several nationalities, in order to understand their expectations and habits in the digital journey with regard to tourism trips.
Based on these tools and methodologies, we work with Procolombia, defining the strategy and vision of the project.
The deliverable with the highest value in this phase was the definition of archetypes and the user experience map.
The graphic concept
The creative alignment of the Colombian tourism promotion campaign with the Map of Experiences allowed us to design interfaces (UI/UX) that are friendly and functional. Furthermore, they manage to inspire the user with the destinations and activities they can do in the country.
This project includes several components. Drupal was chosen as the Content Manager, allowing for easy management of administration components, integrations, and versatility for multi-language management.
Additionally, a Progressive Web App (PWA) was developed to improve the mobile user experience. Technological development included search engine optimization (SEO) cycles, best practices, performance, and accessibility.
One of the most relevant challenges of this project was to include conversion components. That is, allow the user to make the reservation and purchase of airplane tickets, accommodation, and tourist experiences. To do this, we performed an evaluation of the main metasearch engines in this industry. The objective was to be able to carry out an alliance and technological integration that would guarantee an optimal user experience, a wide commercial offer, and the incorporation of packages from local tour operators.
Link has also accompanied Procolombia in the management of the digital ecosystem, including the production of content, infographics, translation into nine languages, as well as the management of the hosting infrastructure.
The “Webby Award”
Colombia's official tourism website is the winner of The Webby Award that recognizes excellence on the internet (Websites - Travel - People's Voice Winners).
These awards were established in 1996 and are presented by the International Academy of Digital Arts and Sciences (IADAS) with a list of more than 2,000 judges and made up of executive members, internet experts, business people, creative celebrities and visionaries. There are also winners and nominees of said award, as well as professionals in the field.
Their rivals on the final list were New York's Condé Nast Traveler, a luxury travel and lifestyle magazine with 25 national awards; Tall True and Tangled, a page for Newfoundland and Labrador, provinces of Canada; Earth Viaggi, an Italian tour operator; and The Culture Trip, a London city travel agency website.