2. CHALLENGES
Family Traveller approached the Digital Innovation Group in
late 2012 with a brief to design & build a mould-breaking
website to complement their print magazine launch, attract
users and drive revenue.
The biggest challenge on this project was a phased delivery
of a large and complex site to a series of strict deadlines.
The first release, a powerful publishing platform with state-of-
the-art social features, was needed in June 2013 to support
the launch of the first issue of the magazine.
The next challenge was to build the “Destination Planner”
experience by July 2013, when the second edition of
the magazine was published. This feature, powered by
Expedia’s API, would enable users to research family-suitable
hotels anywhere in the world and book a place to stay
without leaving the Family Travel site.
RESULTS
A cross-agency collaboration between 3 DIG companies
- involving a team of senior designers, developers, project
managers, UX researchers and architects and marketing
planners and content producers - this ambitious platform
was delivered on time and on budget. The site has seen
significant growth and in 2016 passed 1 million page views
in a month.
Over the last few years Family Traveller briefly took their
re-development in-house but have earlier this year,
approached DIG once again to re-imagine the experience.
SOLUTION
Beginning with an in-depth customer research and
competitor analysis phase, DIG produced a 360 degree
view of the market, including user personas, key digital
touchpoints and best-practice functionality and user-
experience recommendations.
The research phase helped shape Family Traveller’s strategy,
both online and print, and helped stakeholders understand
and agree upon what the website needed to deliver. Then
armed with a deep and broad understanding of the market,
DIG’s design and technical teams then set about specifying,
designing and building the site on our “Singularity” CMS.
Since the initial launch DIG have provided a range of
marketing services including social media strategy, digital
marketing content production and running targeted SEO &
PPC campaigns.
FAMILY TRAVELLER
OVERVIEW
