Visit Jebel Jais Case Study
Rationale
Ras Al Khaimah Tourism Development Authority (RAKTDA) aims to develop the Emirate’s tourism infrastructure and establish Ras Al Khaimah as a world-class destination for leisure and business travel. In order to achieve its goal, the Ras Al Khaimah TDA has a government mandate to license, regulate and monitor the Emirate’s tourism and hospitality industry. As part of their efforts to promote Jebel Jais, RAKTDA deemed necessary to upgrade the website of the destination. Jebel Jais is the highest peak in the United Arab Emirates that attracts thrill-seekers and nature lovers, providing adrenaline-pumping experiences and nature-appreciating activities while protecting its ancient geology and fascinating history.
Goal
The goal was to create a best-in-class destination website for Visit Jebel Jais that stands out. We were tasked to revamp the website by creating a new brand identity. We begun our process by doing a thorough comp set research to benchmark against leading destination websites in terms of UX and UI. Our findings guided us through defining the branding approach and developing wireframes that combined best practises with latest trends and innovative elements. Once the wireframes were completed and approved by the client, we proceeded with the design work and finally the development of the website.
Strategy
The website was designed with a mobile first approach, using the WordPress content management system (CMS). It is hosted on an Amazon server that gives us professional, 24×7 support, superior performance and reliability. Additionally, we installed and configured our premium compression software so that the website is optimised for fast loading times. The modern approach was highlighted by the tailored experience where users can select their favourite activities via a “Like” button and receive an email with a list of all their liked adrenaline options. This was an industry first feature that enhanced the user experience while it promoted the activities.
Results
The website has been receiving great feedback from stakeholders and users. It is fully dynamic and showcases a variety of photos and videos for the activities that someone can enjoy at the mountain, while ensuring a streamlined journey and achieving high conversion rates.
