On behalf of
Neckermann & Thomas Cook Belgium
Year

2018 – 2019

Job description
  • Design merchandising campaigns
  • Mockups in Sketch & Adobe XD
  • UX site optimalisations
  • Prototyping
  • A/B testing
  • Customer research labs
  • Website segmentation
  • Watch over the online brand identity
  • Styleguide optimalisations

Becoming the most loved holiday company

The mantra of ‘Customer at our Heart’ sits firmly at the centre of Thomas Cook’s strategy for sustainable growth and their vision to be the most loved holiday company.

“We understand people and we understand what they want from a holiday”

They’ll become the most loved holiday company by placing the customer at the heart of what they do; by walking in their flipflops. They’ve created a range of hotel brands and unique services for a range of people. From the family-focussed fun of Sunwing to the cooler poolside vibe for young travellers at Cook’s Club. From a 24-hour satisfaction promise that shows they care about our customers to bookable sunbeds that add a personal touch to their holiday. These experiences underline the promise to holiday makers – to understand them, and understand what they want from a holiday.

PESCA

#f37100

#fd8d2b

MENTA

#1d9886

#2cb29e

ANGURIA

#db4857

#e96976

LATTE

#a48c6a

#b19c7c

MIRTILLO

#00495c

#00647e

PESCA

#f37100

#fd8d2b

MORA

#4c1029

#673448

CORALLO

#d05d5a

#e29e9c

FORESTA

#005151

#648f8f

Merchandising campaigns

We tried to inform our customers about discounts, applicable to their holiday, in every step of their booking flow.
From the homepage to the search result page, accomodation detail page and checkout. One campaign included several banner sizes with different structure. So, depending the page type and technical limitations, a specific banner was inserted to guide users through their customer experience journey.

Design improvements

During my time at Thomas Cook I had one main goal: making the complex customer journey simple. Even small changes to your branding and design can have a powerful effect on your buyers’ actions. So I redesigned every type of banner in the customer journey to make it easy to digest all information.

Sunny heart

The sunny heart is the device that bring all of the brands, the physical assets and marketing together. It moves away from operating as a logo or a sign off, to take a central role in all creative materials.

Segmentation

With the help of cookies, we divided our visitors in three main groups: families, couples and singles. These cookies allowed the website to segment the visitors so they would target the customers based on tailored website experience.

We created a webpage for each segment. For example, families: the family segmentation page showed merchandising campaigns, relevant for families only. The same goes for our blog post topics.
Even our Thomas Cook branded hotels were filtered to only show hotels for families, with aqua parks and a kids club.

So by making use of cookie segmentation we could improve the user experience for our customers, work at advertising and provide the required products as per the customer’s demands.