CCRA supports the travel industry with tools and services that enhance business operations. Offering accreditation, access to hotels and airlines, and networking events, it also provides a 24/7 call center and global hotel program to help professionals secure better deals and services.
CCRA's website previously faced significant usability and content challenges that hindered user engagement and accurately reflecting the organization's dynamic nature. Key feedback from internal teams highlighted these issues, emphasizing the site's navigational difficulties, outdated design, and content misalignment with user expectations and business changes.
Users struggled to find contact information and relevant sections due to a confusing menu structure, emphasizing the need for a more intuitive navigation system.
The website failed to clearly communicate CCRA's purpose and offerings, leading to confusion among both new and existing users about the organization's role.
The site suffered from outdated content that did not keep pace with the fast-changing nature of the business, underscoring the necessity for frequent updates.
Feedback pointed to an outdated design and user experience issues, including excessive scrolling and functional errors, which detracted from engagement and usability.
The absence of global market representation was noted, suggesting a need for a more inclusive and international approach to content and design.
The website's focus on certain products, like TRUE, didn't match the broader user needs, requiring a better balance in how services are shown.
The project was structured around foundational goals to guide growth and enhance the experience for both travel agents and suppliers. These objectives aimed to streamline operations and broaden the professional network from the outset.
The goal was to encourage agents to join TRUE and register for CCRA events, aiming for increased participation.
Another objective was to promote the use of hotel rate codes and AirSelect, aiming for operational efficiency.
The project aimed to facilitate the acquisition of TRUE codes by agents, providing them access to exclusive benefits.
Encouraging agents to book with suppliers was targeted to diversify travel options and enrich offerings.
The goal was to encourage agents to join TRUE and register for CCRA events, aiming for increased participation.To increase event sponsorships by suppliers, enhancing their visibility within the travel community.
To motivate suppliers to engage in marketing opportunities, extending reach and enhancing presence.
To attract travel suppliers to become partners, expanding the range of travel services offered.
To drive supplier participation in platforms such as TripSet, ensuring a comprehensive and varied offering for agents.
In my role leading the CCRA website redesign, I focused on improving usability and content relevance. My work involved enhancing the site's SEO, writing engaging copy, and designing and developing a user-friendly interface. This project helped streamline the experience for users and better meet the needs of travel industry professionals.
Total Survey Responses
Average Time to Complete Survey
The CCRA website redesign was guided by a focused internal survey on usability, content relevance, and design. Feedback on navigation and service clarity shaped our UX choices, ensuring the redesign met audience needs, boosting engagement and functionality.
“Difficult to find contacts. Some of the menu options seem incomplete or nonsensical (why is there a page for regional directors but not chapter directors? why is find a chapter the first option under join? why are so many of the menu options under "products" not actually products?). While I like the color scheme, the design feels a little 1990s. And it's definitely weird that we still don't have a Help or FAQ tab!”
“I would like to see the site become more customer friendly since we are a multi-faceted company. It is very difficult to tell customers trying to log in as a MEMBER that because they aren't TRUE, they aren't a Member. I would like to see totally separate, clearly defined areas for Suppliers, TRUE, Elite Pro, Air, Call Center, etc.”
“The pictures are big - you have to scroll and click to get to certain areas. Agencies will access mainly online reporting and also the toll-free international numbers. The toll-free international numbers used to be together on the agency online reporting login which made sense. Now it is in the area where you have to click on, in order to get to the login page which means more work for clients. It just doesn't seem to be very user friendly the way it is right now.”
“With a large number of CCRA customers, I think the current website is difficult to figure out where you fit in. I don't want to scroll to see TRUE; the other offerings can sometimes confuse new home-based members searching for TRUE information. They see GDS and think it's not for them...”
“That we do a lot of different things and what those things are. There needs to be better segmentation and explanation of services and who those services are for.”
“What we do, because we have very different audiences viewing the site for their needs... Whether it be an agent or supplier.”
“Depends on what they are looking for. For our 24/7 call center, I would like existing clients to easily be able to access what they need. For new clients they should easily be able to access information about the call center without having skipping over existing customer information.”
“From the supplier side, I’d like users to be able to view the list of suppliers we are working with. From the agency perspective, I’d want them to understand that the global market exists.”
“The first time they access the site, I need to walk them through getting to the right area, either online reporting, accessing UIFN, or info for an RFP - these are the 3 major reasons I discuss CCRA.com with customers.”
“Difficulty finding contact information and phone numbers, especially call center clients and Air clients, since those numbers aren't listed (that I can find).”
“It would be worth it to have the Global Market more represented, because for now, it is just as if it does not exist on the webpage. Also, I think it would bring strength to CCRA for the agents to see that they can be advised and get help about their needs in global markets, because most of them are wanting to book business outside of the USA.”
“With a large number of CCRA customers, I think the current website is difficult to figure out where you fit in. I don't want to scroll to see TRUE; the other offerings can sometimes confuse new home-based members searching for TRUE information. They see GDS and think it's not for them...”
“Help center/FAQ! A menu item for each of our main offerings (TRUE / AIR / 24/7 / Rate Codes / Suppliers), rather than having to go into menus to find that information.”
“An area where we highlight TRUE and all its benefits without having to scroll down to the bottom of the page!”
“More focus on the Call Center and more on CCRA Air. Aren’t these the two largest revenue producers for CCRA?”
“Seek and highlight agent and supplier written contributions to our site.”
Our baseline analysis of SEO performance focuses on evaluating how users interact with the site based on their search queries. This snapshot of data uncovers critical insights into content relevance, navigation, and user engagement. It sets the stage for targeted improvements to enhance the overall user experience, making the site more intuitive and responsive to user needs.
ThKeywords with high search volumes but lower visits (e.g., "qatarair", "starwood preferred guest") might indicate a mismatch between what users are searching for and the content they find on the site. This misalignment could lead to quick exits and lower engagement rates. Enhancing content to better match these search intents can improve user satisfaction and page stickiness.
Keywords where ccra.com ranks lower may still attract visits due to high search volumes, but the lower ranking could affect the user's perception of the site's authority and relevance. Improving SEO for these terms not only has the potential to increase traffic but also to align with user expectations for credible, authoritative content.
For keywords related to general travel services or topics where ccra.com has lower visibility, there’s an opportunity to enhance content discovery mechanisms on the site. This could involve optimizing internal linking strategies, improving site search functionality, or restructuring the site hierarchy to highlight underrepresented but relevant content areas.
Analyzing the user journey from search to site visit can reveal how easily users can navigate to the content they're seeking. Keywords that lead to specific, relevant landing pages offer a more seamless UX than those that direct users to general pages, requiring additional navigation.
For visitors landing on ccra.com through various keywords, the pathway to conversion - whether it's signing up for a newsletter, making an inquiry, or booking a service - should be clear and straightforward. Analyzing the performance of these keywords can highlight areas where the site's conversion funnel might be optimized for better user flow and increased conversions.
Pages attracting traffic from high-volume keywords should be optimized not only for SEO but also for engagement. This includes clear calls-to-action (CTAs), engaging multimedia elements, and interactive features that encourage users to explore further.
Pages like "/airport-codes/" and "/fam-trips/" match user searches well, driving their success. Aligning content with user interests is key for engagement.
Users access content via diverse paths. Improving key page visibility enhances satisfaction and engagement.
Insights from popular pages inform site-wide enhancements, focusing on best practices in design and content for better appeal.
Lessons from successful pages help address broader needs, emphasizing improved navigation and clear information for a unified user experience.
The in-depth competitive analysis we conducted provided us with valuable user insights, revealing the strategies and strengths of major industry players. This shed light on market dynamics and competitor strategies, driving informed UX decisions for optimal user experiences.
Companies cater to various sectors, including corporate, leisure, luxury, and entertainment, offering specialized services to meet diverse client needs.
Leveraging technology, firms provide proprietary booking tools, CRM systems, and lead generation platforms to streamline operations and enhance customer experiences.
Competition fosters ongoing innovation in services, pricing models, and marketing strategies, with companies striving to differentiate themselves through unique programs, exclusive deals, and exceptional customer service.
Many firms form alliances or join larger networks to expand their reach, access exclusive amenities, and offer preferred rates, enhancing their value proposition.
Our strategy focused on three main segments within the travel industry. This dual approach ensured we delivered precise, high-value solutions to both corporate-oriented agencies and independent agents, addressing the diverse needs and enhancing the success of all professionals in the travel industry.
Includes larger agencies and members of networks like Virtuoso, Signature, and Travel Leaders, plus high-end agencies such as Tzells and ProTravels.
Tailored offerings emphasize Call Center, Air, and Hotel services to cater to the sophisticated demands of corporate travel.
Targets independent agents affiliated with TRUE and engaged in PowerSolutions events, also supporting solo practitioners seeking entrepreneurial support.
Offers comprehensive support across membership benefits, with a spotlight on Air and Hotel programs, designed to empower the entrepreneurial success of these agents.
Targets hotels, airlines, and service providers aiming to reach a broad network of travel professionals, including large agencies and independent agents, to enhance distribution channels.
Focuses on partnerships, sponsorships, and marketing to elevate visibility and integration with travel platforms, positioning suppliers as prime choices for bookings and services.
The user flows for the CCRA website were designed for simplicity and efficiency, guiding users through a well-structured sitemap. Distinct pathways for Events, Agents, and Suppliers enabled quick access to relevant sub-categories like membership details, booking tools, and partnership information. This intuitive navigation ensured users could easily locate services and resources, streamlining their journey through the site.
The wireframing phase of the CCRA website redesign prioritized streamlined navigation and easy access to key features like memberships and booking tools. This approach aimed to improve user experience by aligning the site’s structure with the needs of travel professionals, showcasing CCRA's unique offerings in the travel industry.
The design system was meticulously developed to ensure consistency across the website while enabling scalability for future enhancements. This system integrates a cohesive set of design principles, reusable components, and a standardized color palette to streamline the development process and maintain visual and functional harmony throughout the website. The design system not only improved the site’s aesthetic appeal but also reinforced the brand's identity, making it more recognizable and intuitive for users.
The high-fidelity mockups for CCRA focused on finalizing design choices and optimizing user interactions. These detailed previews effectively aligned project stakeholders, ensuring clarity in layout, color schemes, and typography. This precision not only enhanced aesthetic appeal but also improved functionality, leading to a more intuitive user experience.
