Analysis and redesign of CX on visitNavarra.es for a personalized experience
Infinitum Digital has audited the website and has designed the customer experience (CX) of visitNavarra.es, focusing on the needs and expectations of users to offer more satisfying and personalized experiences. This includes a UX evaluation of the portal to improve usability, user experience, and information architecture, as well as the creation of profiles and journey maps of end users.
The client
Born in April 2005, Reyno de Navarra is a brand and institution dependent on the Government of Navarra to position the Autonomous Community as a prominent tourist destination and represent all stakeholders in the sector. Reyno de Navarra is used to offer a coherent and attractive image of the region, consolidating its presence in the tourism market and highlighting its unique characteristics and values as a destination.
Reyno de Navarra has been present in all the promotion initiatives of the Government of Navarra during the last two decades. This includes participation in fairs, events in public spaces, road signs, publications, informative panels, and new routes of the Tourism Plan, in collaboration with the tourism sector. It has a website: visitNavarra.es that centralizes all the information about its resources and offers it to potential visitors.
The objectives
Customer Experience (CX) is the sum of all the experiences that a person accumulates when establishing some kind of relationship with a brand, before, during, and after the relationship. The objective of Infinitum Digital has been to audit the website and design the CX of visitNavarra.es based on the needs, expectations, desires, and opinions of the customer so that users can obtain more satisfying and personalized experiences.
· UX evaluation of the portal to identify improvements in usability, user experience, and information architecture.
· Creation of profiles and journey maps of the end users of the portal.
The project
Web audit and user experience roadmap.
Audit of the website visitnavarra.es from the user experience (UX) perspective.
In order to identify problems and improvement opportunities, Infinitum Digital conducted an audit of the visitNavarra.es portal. To do this, they carried out a comprehensive analysis of the portal, including the homepage, distributors, and standard pages, conducted by a specialized team, taking into account the user experience (UX) and usability perspective.
User segmentation and Pain points
The creation of customer Personas help identify customer needs and align them with business objectives. This allows for a better understanding of the target audience and how to engage with them. Analyzing trends and behaviors of the potential audience enables the development of a strategy focused on goals, challenges, and. Pain points to solve their problems. With this information, the content and presence on the appropriate channels can be optimized.
Define the customer personas & customer journey maps
The development of Customer journey maps are visual representations of the steps and touchpoints that a customer goes through when interacting with a company or a product. They help businesses understand the customer experience from the customer's perspective and identify areas for improvement. Help to identify and anticipate the pain points by reducing frustration and creating more effective and intuitive journeys. Breaking down the customer journey phase by phase, aligning each step with an objective, and restructuring their touchpoints are essential tasks to maximize customer success, understand what is valuable, and eliminate what is irrelevant.
Expert analysis and development in sprints for validation and continuous optimization.
The usability and customer experience audit conducted by Infinitum team experts for visitNavarra.es identified several issues requiring improvement to provide an optimal user experience.
Using the findings from the audit, Infinitum Digital created a customer experience (CX) conceptualization process for the portal. To streamline the workflow, facilitate deliveries and validations, and obtain customer feedback, the work was scheduled in sprints corresponding to the steps of the customer experience methodology:
- Definition of customer personas for five profiles.
- Definition of customer journey maps.
