Kuldeep Salhan is a user experience and creative designer
I have over 10 years experience in design with an in-depth understanding of e-commerce and commercial requirements. I specialise in user experience and interface design. I focus on creative solutions and making the complicated simple.
2011 redesign
A complete overhaul of the existing First Choice and Thomson site, meant myself leading the creative vision stage with a team of two senior designers. The out put would be a visual language and style guide definition.
Desirability Testing
A number of focus groups were run in an attempt to gain feedback on desirability, more specifically feedback on mood boards created for Thomson and First Choice as part of the redesign for 2011. A mind mapping exercise was conducted with each focus group using the primary keywords specified by the product and brand teams to sum up the vision for each brand. Each participant was asked to rate existing pages on a Bi-Polar Emotional Response Scale of 9 word pairs. Participants were asked to place a number of images on a matrix of pre-determined scales. They were then presented with a pre-prepared mood board and were asked to describe their thoughts.
Creative Vision
I was tasked with defining a number of design principles that contribute to defining the creative vision for the CSR project.
Deals
The conceptual phase of how deals get presented online and what factors can influence the customer to buy, including generating urgency, social proof and perceived value for money, as well as still being engaging.
Aston Martin
As part of a pitch for The JJ Group for the redesign of the Aston Martin site a number of conceptual layouts were generated. I was used in a contract role to provide a number of concepts for a homepage.
Aston Martin screensaver
Aston Martin required a screen saver for employee desktops which inspired aswell as being informative through an internal news feed and up-to-date image gallery. I was responsible for adapting the offline brand to create a number of concepts which one of was taken forward for the finished screen saver.
Turn of year campaign 2008
The main aim of the redesign was to create more synergy with the TV campaign as well as evoke a positive holiday feeling. The change in visual treatment was successful in increasing click throughs to package holidays and late deals, as well as communicating the other products which Thomson provides. I was responsible for the complete redesign of the page, working closely with the IA and irritating the design through user testing the clickable prototype.
Sensatori
The product templates required updating as these pages play an important role in the allowing customers to get information on the type of holiday rather than the hotel specifics. I was responsible for the redesign of the first stage of a template. We user tested a number of jpg prototypes.
Thomson search results
An overhaul of the existing search results with the aim of communicating the key aspects of the holiday which would increase the click through. Multi variant testing was used to provide data behind the decision making. I was responsible for the complete redesign with product differentiation being core. In combination with the accommodation details page redesign, the new results increased search to book from 1.08% to 1.21% in Q1 2010, with trading +35%.
Thomson accommodation details
An overhaul of the existing accommodation details page. I was responsible for the complete redesign working closely with the e-commerce manager, CMS team and UI/back-end developers. To carry on the theme of the product differentiation on the results page I used coloured skins for each accommodation page which again would increase the product brand and scent for the user, underpinned by improved page architecture. The new details page increased search to book from 1.08 to 1.21% in Q1 2010, with trading +35%
Thomson holiday options
An overhaul of a key booking flow page which presents holiday options and up sell opportunities. I was responsible for the redesign of this complex page working closely with the IA and e-commerce manager, working through a number of versions, facilitating peer reviews and cognitive walkthroughs.
Thomson payment
A redesign of arguably the most important page in the booking flow. The project goal was to convey price and payment options in a simple and clear manner, conveying a feeling of trust and assurance. I was responsible for the redesign working closely with the IA and e-commerce manager, using peer reviews and cognitive walkthroughs using peer reviews, cognitive walkthroughs and usability testing the design, removing a number of identified usability barriers
Thomson Cruise
This project was a complete restructure and redesign of the entire cruise browse area of Thomson. The key was to understand the cruise persona and how this content is browsed. I was responsible for the site structure and visual redesign – defining the sitemap and content structure. This increased the conversion rate from 0.38% to 0.54%, passengers increased by 32% and the online share of cruise had grown from 10% to 15%.
My Thomson
MyThomson allows a customer to view their booking details, hotel photos and videos. I oversaw the creative direction and created the initial concept which the team went on to develop.
Thomsonfly newsletter
A redesign of the existing flights newsletter template. This project was an extension of the original offline campaign produced by an external agency. I set about incorporating this into a number of newsletter templates to increase engagement and be flexible to use across site campaigns and seasons.
Holidays Uncovered
As a part of a structural and visual overhaul of an existing site, a persona was created which informed the visual language definition phase. I oversaw the design team, being involved in the conceptual stage, creating the new logo and visual style and provided creative direction.
Car hire market
I was responsible for the redesign of the site, delivering key templates which meant liaising with the project managers in TUI AG (Europe)
Riotbox
I was responsible for defining the brand vision for the this audio and visual editing company.
Z-cars
A showcase for high performance motorbike-engined vehicles, with single and twin engines. I was responsible for the sitemap and visual templates.
Livegigs
A visual concept for a live gigs database for artists and fans.
Juxta
A contemporary online design store selling furniture, lighting and accessories. I was responsible for the sitemap and visual templates, in which the browse experience and use of photography is key.
