First Choice Homepage Visual Design

Designing the new First Choice homepage sees the start of a really exciting period for me and the team. We have been working on the redesign (and replatform) of two of the biggest holiday websites in the UK. The fruits of our hard work, research, concepts, design, prototyping, testing and iterating are beginning to go live! This is the time when we get the numbers to prove the output of all our work!

Today sees the new Homepage go live on the First Choice site ( This the the MVP (Minimal Viable Product), comprising 11 of a total of 30 designed components (the rest will be released incrementally in the coming weeks and months). Also live is the whole new Destination section – pages about all the places that we offer holidays.  But these is only the first of a number of really exciting releases.

As things go live, I can start to talk about them and give some context and background to how they came to be, starting with homepage today! Over the next number of posts I hope to give you a complete insight into how I ran the process of such a huge redesign project from a UX & Design point of view, and the outputs.

So, the new Homepage… My vision was simple: Our Homepage should evoke emotion and provide inspiration. It should make people want to go on holiday with us.

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On Rethinking the Homepage

Allan Mertner wrote about Rethinking the Home Page and my response was getting to long to be a comment so I’m writing it as a post!

Allan said:

Today, visitors typically visit web sites as a result of a search or a deep link from somewhere else. And that means that you have to make sure every page on your web site feels like a ‘home page’, i.e. a page where every visitor feels welcome.

I wholeheartedly agree – it’s not all about the homepage. I think that if the navigation and usability of your site has been well thought out then a user landing on a page 2 or 3 levels deep within a sites hierarchy should feel comfortable that they know what the site is about and how to get to a home page or section home page. A home page should be an introduction to your site and if you’re blogging have your latest blog entry. Not a long list of the last 87 blogs, but only the first paragraph of each visible.

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