Classic Journeys —
Fostering authentic connections and immersive adventures through curated travel programs
Project Overview
Classic Journeys specializes in providing expertly crafted small-group tours and private journeys, offering unforgettable cultural experiences to destinations around the globe. My main challenge was to reimagine the site to make tour-finding easy and enjoyable.
Solutions
Including diverse and intuitive methods to search for offerings
Immersing audiences fully into Classic Journey's experiences through their digital presence
Research
Understanding site requirements
Interviews were held with the founders to pinpoint requirements. By understanding the company's objectives and target audiences, we were able to start forming ideas regarding the site's architecture.
We believe that every guest should have a trip of a lifetime, and that the finest way to accomplish that is on foot at eye level."
// Luxurious, polished, elegant, refined
// Cinematic, inviting, engaged
// Informative, experienced, professional
Target audiences
Affluent travelers
Luxury travel companies like Classic Journeys often attract families and older individuals (ages 50-70) with higher disposable incomes, seeking premium and personalized travel experiences.
Cultural enthusiasts
Those who have a keen interest in cultural exploration, history, and authentic local experiences may be drawn to companies that emphasize these aspects in their itineraries.
Active & adventure seekers
Travelers who enjoy active adventures, such as hiking, cycling, or other outdoor activities, may be part of the target audience for certain trips.
Business executives
For business-oriented trips or corporate retreats, Classic Journeys might attract professionals looking for high-quality, business-friendly travel solutions.
Solo travelers & couples
Classic Journeys may cater to solo travelers looking for group experiences or couples seeking romantic getaways, depending on the nature of their travel packages.
Research
Identifying pain points & opportunities on competitor sites
The founders highlighted that current companies in the industry paid close attention to each other's sites to monitor competition and change. The sites we found had plain visuals and roundabout user experiences — aspects we could definitely improve upon on Classic Journey's own site.
Research
Searching through travel & hospitality sites for inspiration
There was obvious opportunity to push the aesthetic direction. The use of expansive imagery and elegant typography from travel and hospitality sites really embodied a sense of sophistication and immersion.
Analysis
Feedback summary & analysis
Likes and dislikes were defined during the design discovery phase. Sites included in moodboarding were grouped into sections to provide a visual representation of the clients' feedback. This helped understand what elements to combine and explore further in our own designs.
Design
Setting up an easy navigation & user experience
Given the diverse audiences and wide range of offerings, it was important to establish a navigation that would take popular filtering methods and interests into account. This would allow users to directly find for what they're looking for as well as introduce them to other parts of the site that may be exciting to them.
Design
Combining luxury, freedom & accessibility
Classic Journeys provides the best packages accompanied by learning and resources to really inform users what they're in for. Travellers can now search for tours by destination type, interest, or experience, making booking easier-than-ever.
