The challenge was to redesign the official travel platform for AFL that provides ticket holders and non-ticket holders the opportunity to purchase event packages for games, in partnership with Virgin Australia.
The packages offer fans discounts on flights and hotels, allowing them to customise their itinerary to what they really want.
The AFL Travel website badly needed a refresh in order to help customers find a suitable package and funnel them through the booking flow. Unfortunately as the products offered are exclusive to AFL, version one of the site suffered from confusing design patterns that made entering the booking path difficult, especially for inexperienced non-ticket holders.
The redesign needed to ensure fans knew the game they wanted to see, what dates they want to travel, whether they want to include a hotel and the number of travellers before finalising their booking.
Another focus for the redesign was providing fans useful information on the game destinations like things to do and what to eat. We were able to easily extract destination-specific content from the Virgin Australia Travel portal and display it on the new site.
Although the redesign project was primarily a cleanup of the existing platform, the improvements made to the booking experience and information architecture have positively impacted the sales of packages and helped fans see the value of the AFL / Virgin Australia partnership.
All images licenced by Getty Images / AFL Media.