Leeds agency SimpleUsability has been awarded a user experience brief by holiday comparison site icelolly.com.

The project spans initial discovery research into customer behaviour at distinct points of the user journey, the prototyping of alternative functionality around search and filtering options and further iterative testing.


SimpleUsability will look at different points on the Icelolly.com customer journey

Icelolly.com, which is backed by Palatine Private Equity and also based in Leeds, is on a strong growth trajectory and recently increased year-on-year quarterly revenues by over 10%.

Guy Redwood, SimpleUsability founder and MD, said: “The core business requirement for the icelolly.com site is to enable customers to search and compare great deals on package holidays and efficiently route their enquiries through to holiday operators.

“Within that specific requirement, there’s huge complexity around user missions, search behaviour and preferences on how search results are displayed. It’s a fascinating project to be part of and we’re delighted that our research has already had a significant impact on conversion.”

Andrew Latham, CEO at icelolly.com, added: “The research supplied by SimpleUsability has given us the tools to ensure our future activity is as relevant, efficient and user-focused as possible, and we’re very much looking forward to continuing our work together.”