Example of website changing in wine tourism sector
At the beginning of a website comes an idea that we try somehow to conceptualize. Then, the project becomes achievable and the redesign of the website can start. From the example of the platform Wine Tour Booking, it seemed interesting to come back to the questions to consider for a successful mutation.
1. What about the general usability of my website ?
When you start, it’s clear that design is very important. Besides the logo and graphic in general, we treat aesthetics and photos in order to remain faithful to the project. Thus, the wine is presented as a product of excellence, combining complexity and heat the “terroir”. Then, we have to focus on the general aspect ! No matter how wonderful it is, a website must be easy to use and the user must find what he spontaneously comes searching. So, there are many websites with a home page where an animation long in loading, that we often zap immediately. If it seems obvious that the search engines, maps or calendars are less attractive than beautiful pictures, it nevertheless must be the priority.
Simplicity and efficiency should be emphasized sometimes at the expense of aesthetics, that it’s often where the problem lies in the first versions of a website. To prove this point, just check flagship websites like C Discount in order to note that aestheticism and ergonomics are not necessarily correlated.
In wine sector, the visual aspect is nevertheless significant and therefore we understand why a website like Wine Tour Booking wanted to keep high visual quality. Of course, the user must simply browse but it’s important that the visual makes him want to visit in order to strengthen its initial approach…
2. Does my website meet fully the needs of my customers?
On this point, it is interesting to note that a site evolves very quickly according to demands of its customers. In fact, to use our example, the wineries wanted to access different services which were not available in the first website version. Whether in terms of reporting, creation of database or a non-exhaustive presentation of their offer… several IT development were necessary ! Similarly, English and Chinese versions were needed themselves regarding the wine tourism demand that greatly exceeding our borders.
From now on, the wineries can upload all the services they provide on a website in French, English and Chinese, capturing thus a wider customers base. In the same vein and to meet a recurring request, a corporate event service is offered and it’s now easy to organize seminars in the vineyards ! The management of the platform has been also optimized and simplified in order to facilitate the use for the wineries.
An other important aspect : the openness to other French wineries was finally made possible. Awarded with multiple innovation prices, it is sure that the buzz about this new online reservation platform has quickly spread beyond the borders Gironde. By the way, several wineries in Rhone Valley, Burgundy or Provence and Languedoc have contacted the team of Wine Tour Booking during Vinexpo or Vinisud salons : they wanted to know whether it was planned to extend this platform to other wine regions… Similarly, on several occasions, users of the website asked us if there was a similar platform to the other wine regions. The team of Wine Tour Booking decided thus to open the website to the other wine regions in order to satisfy the wine properties and visitors.
3. “First slough” of a website : an important step for a startup
At the creation of a first website, we often remain convinced that everything is planned. But, nothing ever happens as we had imagined… Indeed, when you work in a startup, you always need to adapt yourself and react quickly… That’s the secret to keep a “step ahead”. Do not forget that the wine tourism sector is changing, just like the Internet !
Let’s return to a winery visit as an example. So that the user can consult the same website through a wide range of devices (tablet, smartphone …), a website must be designed in responsive mode. A short time ago, there were few websites like this, because the IT development was expensive with a negligible impact.
However, this is a major and inevitable evolution. This evolution is more important for touristic websites, that are very used by smartphone users. Does this mean that in a first version, responsive design website is essential ? The answer was negative two years ago. But today it is positive… Ultimately, after the first version of a website, it’s necessary to create a second version that take into account ergonomic and commercial settings raised by customers and users. This is a major changing that signals a new start on solidified and validated bases.
Creating a website is not an end per se… It must be assessed as a whole, focusing primarily on the concept developed. My advice would be to develop a brief but very clear about philosophy and concept attached to it. The designer must first consider its evolution, which will come sooner or later. The example of the startup Wine Tour Booking is very instructive because it demonstrates that regarding perpetual requirement that you must have to benefit its customers the best service possible. This is the price of this need that determines the success of a project.
