UpTake wanted to redesign their search results pages (SERP), product detail pages and the top navigation/filter controls.




The new design places the filters closer to the search results and establishes a clear horizontal hierarchy to let the user know where they are: masthead (logo) > location > product type > filter > search results.

Putting the product types (Hotel, Things To Do, etc) in tabs at the top increased their prominence and gave the site the feel of a travel guide instead of just a search engine.

A sub-tab of Family, Adventure and Romantic were pulled up from the filter set below to give it more prominence for the targeted demographic.




The client wanted to push the idea of users coming to UpTake for a specific kind of travel ie Family or Budget, so the filters became the main tabs as an experiment.

Other important elements to this SERP were the overall star rating, a ranking and the ability to check prices or drive the user to the product detail page.

The challenge was to place all the relevant snippets of information in such a away as to inform but not overwhelm.

After the launch of the redesign, the traffic for the site improved, "Our bounce rate dropped about 8% and page views per visit went up about .25 pages. The biggest impact has been on visits that begin on detail pages they are doing much better."




Uptake added a new feature to their SERP called a PlayList which is a grouping of product pages by a user that showcases them as must-experience products for a given location.

The goal for this feature was to drive more traffic to the product pages as well appear as an authority on travel for a given destination.

The launch of this feature was considered a success, "improving customer metrics on the pages."