Client: Unique Expeditions
Project: User Experience (UX) review
Removing the barriers to sales on a complex website
We were thrilled to partner with Unique Expeditions, a leader in extreme environment and pre-hospital medicine training, to enhance their website’s customer experience. Delivering world-class training requires a digital presence that is equally effective and intuitive, and we aimed to help them achieve that.
Our approach to the UX audit combined insights from multiple disciplines, including behavioural economics, psychology, neuroscience, cognitive science, and human-computer interaction. These fields provide the foundation for understanding how users think, behave, and engage with digital interfaces, ensuring that every recommendation we provided was rooted in robust research.
The audit was a deep dive into the website’s structure, content, and functionality. Acting as prospective customers, we navigated every corner of the site to identify obstacles that might prevent users from achieving their goals, such as unclear navigation, friction in booking workflows, or inconsistencies in design and messaging. We documented these hurdles meticulously, providing Unique Expeditions with a clear roadmap for improvement.
Some key areas of focus included:
· Simplifying Navigation: Ensuring users can find what they need quickly and easily, even under time constraints.
· Streamlining the User Journey: Reducing unnecessary steps in key processes, such as course selection and booking.
· Improving Accessibility: Making the site usable for a wider audience, including those with disabilities.
· Enhancing Visual Hierarchy: Organising content and calls to action to guide users intuitively.
· Optimising for Mobile: Ensuring a seamless experience across devices, vital for on-the-go customers.
By addressing these elements, Unique Expeditions can now offer an optimised digital experience that mirrors the quality of their training services.
