/ Houston, we have a problem

After being acquired by TripAdvisor, Bókun’s website felt outdated and disconnected from its new place as part of a global travel powerhouse.

It didn’t effectively convey the software’s features or benefits to its users. On top of this, Bókun’s Icelandic roots (a critical part of its identity) were missing in the design.

On top of this, they wanted increase the number of businesses signing up for free trials through the website.

The key challenges they faced:

Limited CMS functionality: Bókun didn’t have the freedom to easily create new pages or update current ones on the website.

No connection to Icelandic heritage: The brand’s tagline, “Made in Iceland, raised by TripAdvisor, built for the world,” wasn’t reflected on the website. This missed an opportunity to tell a compelling story.

Ineffective messaging: The existing website failed to clearly show Bókun’s full capabilities and how it could benefit its users.

Fragmented user journey: The structure didn’t guide visitors through the site effectively or provide enough information to drive conversions.

/ Our mission plan

We approached the project with a blend of research, creativity, and strategy. Ensuring the redesign addressed these issues outline above while staying true to Bókun’s roots.

Our process included:

Workshop and Research: We hosted a collaborative, in-person workshop to uncover key insights about the brand’s essence and audience expectations.

Stakeholder and Customer Interviews: To understand user needs and the brand’s unique position, we conducted in-depth interviews with both internal stakeholders and end customers.

Moodboarding and Bespoke Design: Drawing inspiration from Icelandic culture, we incorporated traditional patterns from the Lopapeysa (Icelandic sweater) and visuals of the aurora borealis. These cultural elements were subtly integrated into the website’s design to authentically reflect Bókun’s heritage.

Simplified Structure: We reorganised the site into three main sections (Manage, Sell, Grow) to highlight the software’s benefits and guide users more intuitively.

Enhanced Messaging: The new copy was crafted to directly address user needs, showcasing features and benefits while reinforcing credibility through customer success stories.

/ Results

The new website delivered on multiple levels:

Stronger Brand Identity: By weaving Icelandic elements into the design, we reinforced Bókun’s unique story, bridging its roots with its global aspirations.

Improved User Experience: The restructured layout and clear messaging ensured visitors could easily navigate the site and understand how Bókun could help them.

Increased Credibility: Social proof, in the form of customer testimonials and case studies, added trust and authority throughout the site.

These improvements translated into significant business outcomes:

Overall traffic: Increased by 89%
Organic traffic: Increased by 69%
Conversion rates (sitewide): Increased by 19%
Free trial sign-ups: Increased by an astounding 66.5%

The redesign didn’t just look great, it performed. Transforming the website into a powerful growth engine for Bókun.