Building a new breed of travel website

When the team at Expert Africa wanted to create the definitive digital experience for travellers, they turned to us.

Collaborating closely with the MD, internal marketing team and external partners, we delivered a comprehensive yet effortless experience, turning decades of travel expertise into a valuable resource for adventurers worldwide.

The challenge

Making a world of information accessible

Expert Africa approached us with a big, bold ambition: to create the best, most informative and most loved website in the travel industry. A place where people could plan their trips with confidence and, ultimately, increase their chances of a life-changing encounter with wildlife.

With a dedicated team of Africa specialists, regular trips to Africa and masses of data gathered across the continent, Expert Africa had a huge amount of knowledge to share. However, creating a useful, premium experience would mean finding smart ways to bring this data to life and deliver the most relevant expertise at every point.

Shepherding a successful project

After a deep discovery process, we developed a tailored approach to guide the project to success. We combined workshops, design sprints and rapid ideation to constantly review and refine decisions with user experience at the forefront. We also introduced a component-based design to split the wider project into smaller building blocks.

Taming the wilderness

With wildlife sighting data, over 2000 user reviews and over two thousand pages in the sitemap, the project was a significant challenge to manage. We developed an updated brand identity, pattern library and future-proof design system to bring the consistency and cohesion users need.

The solution

An exhaustive yet elegant experience

With our support, Expert Africa’s new web presence offered every user-tailored, relevant content to plan their next trip.
Across design, user experience, system integration, content management and SEO, we delivered a platform that showcases the team’s local expertise while also being refreshingly personal.

Bringing knowledge to life

To help make Expert Africa’s insights as accessible as possible, we introduced gorgeous 360 photography, interactive wildlife sighting maps and illustrations in key pages across the website.

A user-led experience

To increase engagement and make the website more sticky, we introduced a favouriting system where users could save trips and ideas. As a result, we helped Expert Africa stay front of mind from the first step to flight and beyond.
Inspiring big adventures

Inspiring big adventures

We created a recommendations tool to help people find their next trip by answering a handful of key questions. This proactive approach adds a sense of discovery to the Expert Africa website – a new way to engage and start planning.

Expertise, everywhere

Using our mobile know-how, we launched a great mobile experience that didn’t compromise on functionality – a first for the Expert Africa team.

The results

A top-rated, trusted resource

After a successful launch, the new Expert Africa experience was featured in publications including The Times, The Telegraph, The Independent and Frommer’s.
The combination of great data, usability and convenience cemented Expert Africa’s reputation as an industry leader and true specialist.

A relevant, engaging experience

With a renewed focus on the wildlife travellers are hoping to see, Expert Africa’s website is a highly relevant source of knowledge for anyone planning a trip.

The dominant species in search

Through ongoing optimisation and analytics, Expert Africa is able to hold its position in search engine results, becoming the first choice for travellers.

Sharing access to wildlife data

The wildlife data that underpins the Expert Africa website doesn’t just help users. It positions the brand as an authority and leader in the field, offering on-the-ground intelligence that is quite simply unmatched.

“Safari-goers who have their hearts set on glimpsing certain animals in Africa have a helpful new online resource.”
Zac Thompson, Frommers

Summary of services

Digital Development

  • Frontend development
  • Web application development
  • Systems & API integration
  • CMSs and Headless CMSs
  • Quality Assurance
  • SEO


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