Explore Aldiana's new digital home: a UX-first approach that delivers a smooth travel experience.
While the client’s website got plenty of traffic, it struggled to convert visitors into bookings due to a fragmented and unintuitive booking process.
Aldiana’s reliance on travel agencies limited the website’s ability to engage customers directly and drive bookings. Optimizing the site helps reduce dependence on external sales channels.
With 80% of traffic from mobile but 80% of revenue from desktop, the site's mobile experience sorely needed improvement.
With a print-focused look, the website needed a digital-first design language. We created one, ensuring it effectively conveyed the brand’s values: openness, friendliness, authenticity, and premium quality.
Aldiana struggled to connect with younger audiences unfamiliar with “club holidays”, so we worked on creating a balance between showcasing unique experiences and keeping existing customers engaged.
Understanding the Multifaceted Aldiana Brand
Before we started working on Aldiana’s UX identity, we first needed to understand the brand. The challenge was creating something that resonates across all of Aldiana’s diverse target groups. For example, some clubs are family-focused with kids’ activities, while others offer more adult-friendly excursions.
To better understand the differences between individual clubs, we held interviews with the general managers of all Aldiana Club Resorts. These conversations gave us insights into each club’s target audience, relevant booking phases, special features in the club facilities, and how their club should be presented on the new website.
Following a project kick-off workshop where we took a closer look at the UXi together with the client, we settled on the core values that make up the language of their brand: inspiring, welcoming, and high quality. While it was important to ensure the redesign would appeal to new customers, existing customers still had to recognise the Aldiana brand they were familiar with.
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Rebuilding the User Experience
Sometimes keeping things easy and comprehensible is the way to go. For the new website, we created a clear and simplified structure that still highlights each club’s unique offerings through individual subpages.
The booking flow was further optimised with a clear step-by-step journey – ensuring a smooth and intuitive user experience, even on mobile devices.
Thanks to usability and acceptance tests with existing Aldiana customers and potential new ones, we were able to validate our flows and concepts. That meant a lot of remote and in-person interviews where testers got to try out mobile and desktop prototypes to see how the UX felt across different devices.
We made sure the booking flow worked well from different entry points – both for returning customers who already knew which club they wanted to rebook, and for new customers deciding which club to visit for the first time. This gave us very valuable feedback, especially from less tech-savvy users.
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Building a Modular Design System
The previous branding was dark, felt heavy, and didn’t reflect the brand values. The new digital corporate identity introduces a typeface that works well both in print and on the web. The updated colours are fresher, more inviting, and fully compliant with WCAG guidelines — while still ensuring the brand remains clearly recognisable as Aldiana.
To ensure consistency, scalability, and efficiency across the entire website, we set out to develop a brand-new modular design system. The result was a library of reusable AI components made to align with brand guidelines and accessibility standards, ensuring anything newly designed could easily be implemented into the whole system.
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To ensure consistency, scalability, and efficiency across the entire website, we set out to develop a brand-new modular design system. The result was a library of reusable AI components made to align with brand guidelines and accessibility standards, ensuring anything newly designed could easily be implemented into the whole system.
Bright future ahead: Continued product ownership
With a clear alignment with Aldiana from the beginning, we immediately set up a promising foundation. Our ongoing collaboration is built on trust, reliability, and a strong sense of teamwork, readying us for anything ahead of us.
Jürgen Leitner
Head of E-Commerce & Digital Marketing | Aldiana
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Want to explore the final result? Check out the website.
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