2020/2021 Winners & Shortlists

Background

We were commissioned by the Saudi Tourism Authority to create a rich digital experience presenting Saudi Arabia as the world’s new must-visit destination, inspiring and enticing local, regional and global travellers. We designed the VisitSaudi platform, a seamlessly connected website and app, to boost Saudi’s travel industry, aiming to create a unique user experience with creative and strategic excellence. To achieve this goal, we resorted to trailblazing UX practices, innovative storytelling through content, tech and data.

Describe the strategy

From its inception, VisitSaudi.com was created as an user-centered experience with functionality and enjoyment as the driving force behind design. We architectured the experience through iterative rounds of research with users worldwide and with GCC countries, resulting in a site built around the audience's needs. VisitSaudi was built in line with the ISO 9241 standard for user experience, with human-centred design, usability, accessibility, and customer satisfaction metrics. The website’s UX is constantly monitored through visual analytics which allow us to learn about their behavior and preferences, adapt content to data and create best practices.

Describe the execution

VisitSaudi was launched in September 2019 as a responsive website on mobile and desktop, with new features being released on a monthly basis. We chose to balance usability with enjoyment to bring a strong visually-led experience that showcases the beauty of Saudi Arabia while highlighting useful information. Ongoing data collection has allowed for insight-driven strategies while visual analytics play a strong role in creating an effective UX. With personalized content based on user location, we designed a tailored in-site experience that targets audiences for seasonal and current campaigns. Since the launch, the Saudi travel industry has seen an unprecedented boost. The Summer Campaign, a domestic travel initiative that ranged from January to September 2020, was a huge success. Both the Winter Campaign, planned between December 2020 and March 2021 for regional tourists, and the ongoing International campaign that started in January 2020 are thriving strongly.

List the results

In the 16 months since the launch of the VisitSaudi platform, around 11 million people from over 172 countries have visited this fully integrated mobile and desktop website. VisitSaudi offers personalized content based on the location of the user and new features released on a monthly basis. Despite restrictions, 2020 has been Saudi’s biggest ever domestic tourism campaign. Al Khateeb, the Saudi Minister of Tourism, explained that the 2020 Saudi Summer led to a 33% increase in tourism-related spending compared to the same period in 2019, a tremendous success.