More leads through an improved user experience for Tanzania’s largest travel specialist

Staying at the top is harder than getting there

Over the past few years, Tanzania Specialist has established itself as a leading provider of travel to Tanzania. In November 2022, owners Robbin and Mees approached us with clear ambitions: they wanted to further develop their website to maintain and improve their market position. The goal was to enhance information accessibility without losing their leading status.

Background

Tanzania Specialist primarily attracts customers online, while most operational activities take place in Tanzania. This includes guides, a fleet of vehicles, and a marketing department targeting various linguistic regions. Together with our team of website developers and UX designers, we created a dynamic, multilingual website. This site not only appeals to a broad international audience but also works seamlessly with Proposal Meister, an advanced system that helps us create personalized travel proposals for visitors.

Project request

The biggest challenge was developing an intuitive and accessible website for users from diverse cultural and linguistic backgrounds. The website also needed to generate real-time personalized travel proposals based on user preferences through advanced integration with Proposal Meister. Transitioning from the old to the new system required caution, as the website is a critical tool that significantly contributes to Tanzania Specialist’s visitor numbers and revenue.

Our solution

We began the project with thorough research into our target audiences, including interviews with sales representatives from different countries to understand various customer needs and pain points. By analyzing online behavior and preferences, we could effectively tailor our marketing message. Surveys among visitors helped us identify the necessary travel information and preferences, which was crucial for establishing the information architecture and design priorities.

We then developed a multilingual, responsive website that seamlessly integrates with Proposal Meister. We opted for a phased implementation per language variant to gather targeted feedback and effectively optimize any issues. This ensured continuous improvement and a smooth transition for users.

Technically, integrating Proposal Meister via an API was a complex challenge. This integration not only improved internal workflows but also enabled the sales team to respond more efficiently to customer needs.

Technologies & services

For this project, we applied various technologies and methodologies. At the start, we focused on User Experience (UX) research to gain a detailed understanding of visitors and target audiences. We then worked on establishing an information architecture and wireframing, followed by initiating visual design for both desktop and mobile devices.

We approached the development process through bi-weekly sprints from a backlog, essential for clearly defining the project scope. This was done in close collaboration with a product owner from Tanzania Specialist. After completing the design work, we focused on front-end and back-end development, including advanced API integration for linking with Proposal Meister.

Using data from various sources, we were able to completely revise the content structure, which was a significant challenge for a website of this size..

Results

The new website of Tanzania Specialist has been very positively received by both the organization and its international clients. The multilingual interface has not only improved accessibility but also led to higher customer satisfaction and conversion rates. Thanks to careful design choices and the advanced integration of the Proposal Meister tool, operational processes have been streamlined and Tanzania Specialist’s brand image has been strengthened.

These successes demonstrate that a focus on customer-oriented innovation and smart technology truly makes a difference. We have not only improved the experience for our customers but also made daily operations more efficient.