Maze Backpackers is a youth hostel in the heart of Sydney. They want to promote themself as a fun, young hostel with a friendly atmosphere and open for everyone.
Their previous website wasn't focused on their target audience and wasn't mobile friendly.
My objective was to create a website with a better focus on their target audience and because of this increase the bookings via their website.
The target audience of Maze is international backpackers. For their new website I conducted user research. The main points from the research were that backpackers usually book a new hostel on the road, via a mobile device.
Aside from price, they pick a hostel based on the overall look and feel of the hostel, what kind of activities and facilities (rooms, kitchen, common area) there are are and what other people (friends) say about the hostel.
User Stories & Wireframes
Based on the user research, I created user stories and, based on those user stories, I created wireframes. As the majority of the backpackers use their mobile devices to book a room, it was obvious to work mobile first.
When the users come to the website they want to check if the hostel is right for them. So I included an about maze block. About the rooms and a Facebook block to see if friends already liked the hostel.
I also wanted to include the activities on the homepage. First as a plain text list which can be updated once a week. But the hostel uses Facebook a lot which is a better way of showing the hostel activities.
Based on the wireframes I created the design. We kept the logo and colors of Maze but made the whole website look more fresh and open for everyone. Adding a catching photo of Sydney to convey the users to book a room in the heart of Sydney.
By rebuilding the website mobile first, the percentage of users on a mobile device doubled which is more in line with the target audience and the conversions improved significantly.