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First Choice plans website revamp
First Choice plans to launch a new version of its main website in November following months of research and planning.
The operator’s managing director of mainstream business Dermot Blastland admitted the site needed updating but that the issue was deciding how to cater for all its customer segments but still provide a well designed, easy-to-use service.
Blastland said the website would have different ‘personas’ to allow for less confident web users while those confident online could drill down for more information.
“We’re calling it ‘progressive disclosure’ so people will come to a neat, well-designed site and then they go to different levels of the site. We have asked ourselves who the site needs to be designed for, what are their needs and can we make money satisfying their needs,” he said.
Blastland added that the web was the single biggest selling channel of the business generating £400 million a year but that it was not regarded in isolation.
“The whole organisation needs to be completely seamless,” he said. “Much of our tracking is showing people moving in and out of the channels and we don’t see ourselves as some sort travel portal connecting into google and blogging and all those sorts of things.”
by Linda Fox
Phil Davies
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