Base.

overview.

A tasty interface design project where functionality and revenue generation were key considerations. We kicked off this travel website redesign with some detailed planning and wireframing to ensure it had the smarts it needed, not just a pretty face!

brief.

Base Backpacker Hostels, 'a revolution in beds, bars and entertainment' are located throughout Australia and New Zealand.

The hostels are specially designed for the modern day global traveller, with state of the art facilities, superior comfort and friendly services.

Having gone through a brand refresh, Base needed a new take on their website to modernise the interface. As a key revenue driver for the company, functionality of the site was paramount.

Key elements of the brief included:

• Making content more accessible.
• Appealing to a rising, older, more sophisticated design savvy traveller from Continental Europe.
• Keeping established booking elements in place.
• Enhancing the user experience.
• Increasing awareness of the full Base offering.

solution.

Focusing on functionality first we explored a number of wireframe options. Wireframing prior to visual design ensures:

• Appropriate selection and prioritisation of content, functional and navigational elements.
• Key business goals are adhered to – such as driving users to the booking engine in this case.
• Delivering a user experience that is intuitive and streamlined.
• Decisions remain objective and strategic.

Once wireframes were approved, a new design was created inline with the brand refresh, introducing a highlight colour to define content and lead the user through the site with clarity and ease.

Key elements of the revised user interface include:

• Interactive map. An interactive map was introduced to provide an alternative method of exploration to the traditional check availability search. This allows the user to take a look at the hostels and their locations, clearly demonstrating Base's extensive network, and as a secondary step funnelling towards the booking engine.
• Imagery. Destination imagery was integrated into the map mouse over states to provide further information about the different hostels and to entice the user. A large promotional area on the home page integrates impactful travel imagery to inspire users, rotating through key offers. Internal pages also utilise imagery where relevant and work to drive the user back to the booking engine.
• Icons. Icons were introduced to indicate content for non-English speaking visitors improving the usability of the site for a broader audience.
• Up-to-the-minute information. Flexible modules were created to highlight the latest hostel deals, bar and event promotions and the traveller’s blog. The promotional area and latest deals reinforce the full base offering while also driving users to the booking engine.

Visit the Base Tourism site.

awards.

Interactive Media Awards - Outstanding Achievement.