1. Know your customer
As a designer, it’s important to design how people are likely to interact with your website. Not everybody searches for information in the same way, and it’s not just about statistics. We humans behave on impulse and emotion.
It’s essential to explore customer profiles and stories and take time to observe or listen to how guests navigate around your website. It’s also necessary to test on the move, away from the office, as people search and book as they travel.