rove.me
Improving retention & content discoverability.
Working as the sole designer within a cross-functional team, I helped improve unique visitors, returning visitors and bookings through a sequence of experiments spanning content, design and SEO optimisations.
Context
rove.me is a travel guide that suggests the best time to visit a destination based on the experiences it offers — the actual reasons to go for a trip. The guide focused on time and seasonality, built on both editorial content and data analysis. Seasonality, weather statistics and crowd data all came together in a travel recommendation engine designed to inspire every type of traveller.
Goal
Increase engagement, retention and bookings by making content and features easier to discover.
My role
Sole product designer responsible for:
- Generating design improvement hypotheses
- Designing UX/UI improvements, sketches → hi-fi prototypes
- Crafting UX copy and interactive features
- Collaborating with engineering on implementation
- Designing and analysing A/B tests to validate assumptions
Constraints
Limited resources to try and develop ideas.
Process
Optimised for experimentation and fast learning:
- Reviewed analytics, competitor sites and user behaviour
- Generated hypotheses for engagement improvements
- Redesigned interactive features, like a dynamic tooltip for the destination graph
- Ran A/B tests to validate impact and iterate
Outcome
Through a sequence of experiments encompassing content, design and SEO optimisations we achieved:
- Unique visitors +23%, returning visitors +17%
- Bookings +14%
- Dynamic graph tooltip A/B test increased pages per session by 12%
- Validated approach to feature discovery, informing future site enhancements
screens are to be added soon!