Problem: Our website primarily allowed for users to browse holidays by geography. This is a problem as lots of people don’t mind where they go but want certain experiences.
Solution: I spent a learning day exploring the world of ontology; this included reading case studies and pondering how we could embrace it for Hayes and Jarvis.
Outcome: The ideas that stemmed from my research fed into a number of subsequent IA projects designed to give the user different ways of browsing our products.