To design a new enriched SEO experience for the Car Hire landing pages on Skyscanner
Skyscanner's existing Car Hire SEO pages were underperforming despite strong search volume. We were confident we could achieve the top organic rank by leveraging Skyscanner's brand authority and tackling the competitive keyword landscape. The project also aimed to improve the user experience (UI and content) to drive traveller activation and conversion for Car Rental.
My first task on this project was to delve into the existing research for Car Hire. I had hoped to have user researchers to assist with this, but due to resource constraints and timelines, I had to make do with what we had and any new research that I could conduct. The research added depth of understanding and helped to inform myself of any additional content needs that would have been useful for this task.
Using the research, I cross referenced the results and pulled together a breakdown of the most important elements to travelers when it came to Car Hire. I narrowed it down to four main things that we had to have. They might have seemed obvious, but it was vital we got these right. We then categorised the rest into important and added value.
Throughout the project, I shared and collaborated with the designers responsible for the Car Hire vertical to ensure visibility but also to share my ideas and any new insights we had.
This allowed me to evaluate competitors UX, identifying best and worst practices to design a competitive advantage.
This project was taken through to the PDR (Project Definition Review) stage, where I presented it to stakeholders and the wider team. Progress had been regularly shared in WIP (Work In Progress) sessions, and we collaborated with the Data team to identify traveller needs and gaps.
