Brief 11 YCN Topdeck Travel
1 Brief
Danielle Harrison
The Brief
Deliverables
Concept
I entered the YCN brief this year for Topdeck Travel. The brief was to present Topdeck to a UK audience as well as replace brochures as the main method of delivery while considering their tone of voice and Live Like a Local campaign.
To replace the main method of delivery, a website was created to provide a comprehensive yet enjoyable experience for the user. To accompany this, an app was also designed for when users want to casually browse for trips. Aside from digital elements, environmental design was also considered as well as social media and posters.
This project aimed to inspire, introduce, engage and educate people on where to go, what to do, how to live like a local and why Topdeck is the best operator to do that with. Since the target audience is 18-30s, there was a heavy emphasis on the digital aspects due to them being primary users of the Internet. All the deliverables aim to deliver in the friendly tone of voice Topdeck has as well as make them enjoyable since the service aims to provide fun and unforgettable experiences.
Brief 11 YCN Topdeck Travel
2 Visual Research
Research The biggest source of inspiration for me was from the new rebrand that Topdeck had undertaken. I wanted to stay true to this as it has been done really well, and reflects a young and fun brand. I tried to show how it could be applied across print, spatial and web. The use of colours, font, layout and illustration style have all implemented some way into the project to create a coherent and consistent brand. Block layouts, heavy imagery, a fun illustrative style are all characteristics of the brand.
Since I took inspiration mainly from their rebrand, I tried to stay away from looking at other influences so I could focus on creating something appropriate and specific to the project. I did however look briefly at some web design. I particularly looked at sites which have no margins and big blocks to make up their layouts which are image heavy. This was to see how I could incorporate that into the website I designed without being too overwhelming.
Danielle Harrison
Brief 11 YCN Topdeck Travel
3 Website
Danielle Harrison
ur o see yo Log in t et list! k app buc
Be Insp ir and Ex ed plore
es ictur p t n l va Rele ach dea e to
Travel in people spo for who do n’ have a nything t in mind
Home Page Since Topdeck’s audience is geared towards those who rely
Energetic and full of life, the home page reflects the
There is something for every type of traveller here - looking
on the internet heavily, a new website was created to cater
adventurous nature of Topdeck with lots of imagery
for something specific? Go to the search bar. Want the best
to their needs and expectations.
to inspire and show users what they have to offer. The
bargain? Check out the latest deals. Nowhere in mind yet?
Designed to deliver all of the relevant information from
contemporary design enhances their vision of growth and
Look at the travel inspo section. Want to get straight to it?
the brochures, as well as ooze inspiration and adventure, it
modernises how they are perceived.
Click on Find a Trip where you will be presented with the
showcases a mixture of the two in a digestible manner for the user.
filter.
Brief 11 YCN Topdeck Travel
4 Website
Danielle Harrison
Search by landma rk
Select multiple months
Select con tinents, countries, states and cities on the map
Be specific about what you want
Filter When the user selects Find a Trip in the navigation, a
Since Topdeck focuses on making the experience easy for
As the user selects different options, they can see the
comprehensive search filter slides down. This is an integral
the user, it was only right that the website does the same.
amount of trips available to them change so they have a
part of the website as the main objective here is to browse
The filter aims to simplify the search process in a visual
clear, visual representative of how their choices are affecting
for trips.
way, and allow the user to be as specific or as vague as they
the results.
like. It provides the user with lots of choice and creates an
The map provides the most flexibility for the user, with them
interactive process - after all, exploring for trips is half the
being able to search for a destination, select areas on the
fun!
map, and draw their own route.
Brief 11 YCN Topdeck Travel
5 Website
Danielle Harrison
ey the k ds s e d i e Prov e user ne h t info
se of a e s nce oth Enha nd a smo use a perience ex
Search Results Once the user has selected their preferences in the filter,
Having both a map and photograph allows the user to see
they can see the trips that match their choices.
the destinations as well as get a sense of the feel of the trip.
A key aspect of this page is to present the results in a clean manner making it easy to digest. An overview of each trip provides the key information the user would want to know before deciding whether to check it out further.
Brief 11 YCN Topdeck Travel
6 Website
Danielle Harrison
Quick l ink to resu lts
Switch ta view ot bs to her inf o
Scroll to see more the itinerary
Click on th e pinpoints to j ump to that part o f the itinerary
Trip Results Once a trip is selected, this page gives the user all the information they would need about the tour. Since there is a lot to digest, tabs were created to allow the user to focus on the key information they want to read there and then rather than having to scroll through all of the content to get to the part they are interested in. From here, the user has the option to book the trip.
of
Brief 11 YCN Topdeck Travel
7 Website
Danielle Harrison
Quick l ink to resu lts
Switch ta view ot bs to her inf o
Scroll to see more the itinerary
Click on th e pinpoints to j ump to that part o f the itinerary
Trip Results Once a trip is selected, this page gives the user all the information they would need about the tour. Since there is a lot to digest, tabs were created to allow the user to focus on the key information they want to read there and then rather than having to scroll through all of the content to get to the part they are interested in. From here, the user has the option to book the trip.
of
Brief 11 YCN Topdeck Travel
8 Website
Danielle Harrison
Yellow tab to show selected page
Use arrows to switch bro chures
Click o n broc to enla hures rge
Brochure With the brochures being a big part of the brand, the user can request or download them from the website. An interactive slider allows the user to view the brochures, and the clean layout of the form makes the experience more enjoyable.
Brief 11 YCN Topdeck Travel
9 App
Danielle Harrison
Click on yellow tabs to switch form
Use social media for a quick log in
App Concept Users can explore and be inspired by the experiences available around the world. From this, they can save the experiences they would like to do to their bucket list, as well as see the trips they can do them on. It is all about exploring, browsing and becoming inspired. If they wish, the user can view more details of the trips they are interested in as well, creating that balance of exploration and informative details.
Brief 11 YCN Topdeck Travel
10 App
Danielle Harrison
ange
Click or swipe to ch tab
Your Preferences To begin exploring, the user has the options of destinations
The areas they can explore match the tone of voice
they would like to visit and areas they are interested in.
presented in the new brochures, keeping it conversational
They can be as vague or as specific as they like being able to
and casual with phrases like ‘instagram opportunity’
choose multiple options, and swiping to see both tabs.
and ‘taste the fresh air’. The variety of options cater to all types of travellers, allowing users to find something completely suited to them. There is also an option to explore experiences that the locals do, tying in with the campaign.
Brief 11 YCN Topdeck Travel
11 App
Danielle Harrison
Add to bucket list
Drag up to
view trips
Experiences Up Your Street Once the user has selected what they are interested in, the
Using a card based interface, the results are presented in
Since the user can only see one card at a time, they retain
app generates experiences tailored to this for the user to
an easily digestible pocket of information. The user is able
the information more effectively because they have to
browse through.
to swipe the screen as though they are flicking through a
consider the content in front of them before they can see
pack of cards. Since they only require their thumb to do this,
the next piece.
it is the ideal interface for when people are on the move or
The user can add experiences onto their bucket list, view
do not have both hands free, which suits the browsing and
trips that feature these activities on them or just keep
casual nature of the app.
browsing through their options.
Brief 11 YCN Topdeck Travel
12 App
Danielle Harrison
Icons to categorise the experiences
Drag left t o view trip in more de tail
Bucket List and Trips The user has the option of saving experiences they are interested in to their bucket list, so they can view it again later or show their friends. By swiping upwards on an experience, they can view the trips associated with that activity. These swiping gestures that are prevalent in the app make the experience smoother and more enjoyable for the user.
Brief 11 YCN Topdeck Travel
13 App
Link to Website
Trip Details If the user wants to explore the further details of a specific trip, they can do with all the content optimised for mobile in a digestible way. All of the important information is retained here, and is presented in a simple format with tabs for easy navigation.
Danielle Harrison
Brief 11 YCN Topdeck Travel
14 Snapchat
Advertising with Snapchat As Topdeck already have a Snapchat account, this idea
When on a particular tour, an illustration could be created
shows how advertising with them could allow them to
for each destination which can be used when the topdeckers
expand on this.
arrive there. Documenting the entire trip through photo and video provides a real insight to what the tour would be like, and the illustrations add a more personal and fun touch to this.
Danielle Harrison
Brief 11 YCN Topdeck Travel
15 Posters
Danielle Harrison
Live Like a Local To encourage people to book a tour with Topdeck as well
The concept is to have incredible photos of different
The tone of voice reflects the way Topdeck want to
as to live like a local, a range of posters can be advertised
destinations which immediately captivate people, combined
communicate with their customers. This is a more human
throughout the UK.
with a message to promote the localised experiences that
and conversational tone which helps to engage with people
are available in these places.
on a more personal level.
Brief 11 YCN Topdeck Travel
Live Like a Local Here are two more variations of the poster. Different destinations which want to be promoted in the UK can be used on the posters, and a variety of local activities would be highlighted to show the range of possibilities travelling with Topdeck can provide.
16 Posters
Danielle Harrison
Brief 11 YCN Topdeck Travel
17 Environmental Display
Danielle Harrison
Live Like a Local To further support the Live Like a Local campaign, this
The concept is to have a giant board with a compilation of
The viewer can then view the appropriate trips online when
display could be installed in a variety of locations such as
different topdecker’s photos placed on it, showing a range of
they like, or talk to a Topdeck representative in that moment
shopping centres, or travel agents where Topdeck Travel is
destinations, activities, seasons and experiences. People can
to discuss it further.
advertised.
then peel off the photos they are interested in for reference. On the back of the photos is further information about the activity, where it is and what trips allow you to experience that.