A new website to allow rapid booking via multiple sales channels
Basestation initially built the website for Blair Drummond Safari Park during the peak of Covid 19 in 2020 where we quickly had to find an online sales solution to control the sale of tickets due to restrictions on visitor numbers. We have now moved four years on and a new multi sales channel has been implemented from Secutix requiring a complete UX and UI redesign for the website.
Following research our team was able to identify key user journeys and also note the incredibly high mobile traffic (+90%) meaning a mobile first design approach was taken.
Bringing the project to life
Brand Refresh
User Research
Content Planning
Sketching & Wireframes
Custom Wordpress Build
Sales Journeys
Updated UI design
API Integrations
Brand Refresh
As part of the redevelopment of the website, Basestation undertook a brand refresh, updating the brand language and colour palette to guide both digital and print.
Content Planning
Keyword analysis was performed which influenced the content architecture. A key requirement was the development of deep content pages for SEO purposes which in itself makes designing mobile pages difficult. We used a number of techniques to ensure content for pages was easily digestible and allowed users to get the information they needed without the need for endless scrolling including expandable text and horizontal in page scrolling.
Mobile first User Journeys
The most important user journey was allowing the ability for users to access multiple sales channels from a single click at any point in the website. There are a total of 5 separate sales channels and with the park moving to an entirely online sales model it was essential these could be accessed from multiple locations in a single click.
A new UI design
We were able to re-purpose the original CMS and retain large amounts of content without the need for laborious content migration. Taking a component based approach we were able to build existing pages out with new features and expanded content.
Middleware
Blair Drummond Safari Park (BDSP) uses an in-park POS system from Goodtill, where users can redeem digital gift cards bought from the Secutix Platform. An issue was soon discovered whereby the manual updates BDSP were using to update the voucher values were allowing gift cards to be redeemed twice. To solve this issue Basestation built a middleware that passes vouchers and values to Goodtill from Secutix, and when an inpark spend takes place we pass the value updates back to Secutix thereby eliminating the ability for vouchers to be redeemed for more than the original value.
Key Features
Brand Refresh
Creating a brand that stands out, creates an experience, and enhances the overall user experience.
Content Planning
Keyword analysis informed the build and content planning and approach to the build.
Content First Design
Basestation used a content-first design approach for this project that prioritises the creation and organisation of content before focusing on visual design elements or technical implementation.
Component Based Design
Taking a component-based approach to website development complements content-first design by providing a flexible and scalable framework for organising and presenting content effectively.
Integrations
We built a custom API connector between two separate platforms Secutix (sales) and GoodTill (POS) to keep control of in-park spending via vouchers.
Wordpress
Custom WordPress build and template to deliver a mobile first user experience.
User Experience
We had to design an interface that could take users to any of the 5 sales channels in single click, and from multiple locations in the content hierarchy.
Ongoing Support
Basestation are providing ongoing support, AWS hosting and development of the platform.