APTRA

Corporate website for the Asia Pacific Travel Retail Association

Services: Website

Core Technologies: WordPress

APTRA’s Website

APTRA’s website had several challenges and pain points:

The navigation was overwhelming and unclear
There was a lack of information hierarchy and structure
The value proposition and members’ benefits were unclear
Most of the processes required more clicks than necessary, creating user friction

For the site re-design, our goal was to:

Streamline the user experience by restructuring information architecture
Modernize the appearance and UI
Create a searchable platform for members to access various reports and resources

User Personas
The re-design consisted of two main features: a public-facing informational portal and an exclusive library of resources for paid members. Our design process began with user personas in order to map out the user journeys of paid members. We discovered that:
- As an APTRA member, I want to find and connect with key people from other member organizations
- As an APTRA member, I want to find information around industry news and research so that I can better understand what is happening in the travel retail industry
- As a non-member, I want to understand what APTRA has to offer and explore if membership is right for me
Information Architecture
Based on the user journeys and needs, we identified the key features of the site:
- Public-facing informational pages about the organization
- Public-facing membership application
- Industry-related news and events
- Exclusive members’ directory
- Exclusive database of APTRA-curated research reports
Ideation & Wireframing
Using the key findings, several mockups and wireframes were created:
UI Design
For the UI, we retained APTRA’s original brand palette of red and grayscale shades, but opted for a more modern look with the layout and component design. We also re-kerned the typeface for a quick but impactful refresh.