project brief
overview
PlanCo is an outdoor travel planning agency based in San
Fransisco. Its mission is to help people get in touch with
nature and explore new places out of the beaten path.
product
Customers fill in a questionnaire and get personalized,
curated packages. The customer experience feels much
more like a tech product (for example, Airbnb) vs. a
traditional travel agency.
PlanCo pricing is higher than alternatives as it’s trying to
position itself as an upscale option.
market
PlanCo is targeting the US market. Its main competitors
are
https://www.wildernesstravel.com
https://www.blacktomato.com
https://www.mtsobek.com/
goal
PlanCo are looking to create a new website to get people
excited about exploring new destinations they never
considered. The main conversion goal is to start filling in
the questionnaire.
customer
persona
o a
an
orking in tec
arried with young childre
arning
Dem
M
gr
phic
25-4
W
M
E
D
$150k
ol
It’s essential to get out of the city now and the
iking and camping get them in touch with their inner
man
ants to explore outside the familiar US ( go where non
of my friends has been
oesn’t like to talk to service providers on the phone,
preferes to get things done online.
W
Austin istel
1-3
r dview
H
“
W
“
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D