Hart voor Texel

Concept7 & De Krim Texel

De Krim Texel is the largest provider of recreational experiences on the island of Texel. Not only is the company a well-known name on the island, it also feels a strong responsibility to help keep Texel livable for future generations.

This authentic Texel-based company began in 1969 as a foundation with an accompanying campsite. Its goal: to stimulate tourism in the northern part of the island.

And it didn’t stop at that single campsite. Today, De Krim Texel operates multiple holiday parks, campsites, a hotel, a subtropical swimming pool, and a unique golf course.

We got to know the island inside and out, and together with De Krim Texel and its guests, we—“overkanters” (mainlanders)—designed a one-of-a-kind website for a one-of-a-kind company.

The customer De Krim Texel
Cases
Concept UX design Visual design Gebruikersonderzoek
Results www.krim.nl

User insights and challenges

Through workshops with de Krim Texel, interviews with staff and guests, and an additional eye-tracking test, we uncovered several key insights.

One of the most valuable findings from our interviews and user research was that users orient themselves on multiple levels. First, they try to get a sense of the island itself (level 1), then of the park, campsite, or hotel (level 2), and finally of the specific accommodation or camping spot (level 3). For example, the location of the accommodation is particularly important—if you’re looking for peace and quiet, you might prefer a spot farther away from the playground.

Reviews turned out to be even more important than we initially expected. Users rely on them to validate whether their mental image of the experience is accurate.

Ultimately, all users are guided by the underlying question:

“Does this match my expectations and needs?”

The core of the site

With the user insights, the extensive offering of De Krim Texel, and the diverse wishes of their guests in mind, we developed a well-tested and solid concept.

The guiding principle of the site: provide a relevant and realistic impression of the offering as quickly as possible. This allows your holiday or activity to come to life as a visitor and helps you decide whether it matches your expectations.

Specific challenges for the user experience

In addition to the insights, there were also specific challenges. For instance, we faced technical hurdles, which we tackled in close collaboration with Maxxton, a specialist in technology for holiday accommodations.

One of the more sweat-inducing challenges was the presentation and accessibility of the accommodations. How do you clearly convey what a specific spot on a dune campsite looks like? Each location is unique, and the choice depends on factors such as sun exposure, shade, size, and proximity to other facilities, just to name a few.

And then there are the bungalows and apartments that are privately owned but (partly) rented out by De Krim Texel. Each of them is unique and comes with its own specific features.

Result

The new De Krim website more than meets expectations. But above all, it serves as a solid foundation for future plans and ongoing development.

Here’s what De Krim Texel says about it:

“De Krim Texel generates 90% of its bookings independently. Our online presence is key to that success, and we invest in it accordingly. In 2017, De Krim Texel entered into a unique partnership with Concept7 and technical partner Maxxton.”

After conducting user research with Concept7, we collaboratively designed the new layout and booking flow for our corporate website. Maxxton built the website, including an integrated dynamic booking module, and won an award for ‘Best Use of Technology’ for it.

Texel is a popular destination, and bookings were already going well. Still, the new website has led to a significant increase in bookings. We now have a strong platform that will continue to evolve in the coming years. In the near future, we’ll roll out the next phases of the project, including the integration of the ‘My Environment’ portal, the full booking flow, and personalization features.

We also expect to draw on Concept7’s expertise in user experience, design thinking, and design development for these upcoming phases."

-Jolanda Kamphuis, Commercial & Operational Director De Krim Texel

We didn’t just get to know Texel, we fell in love with the island! Will we see you on Texel sometime too?

Do we have a match?

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