ABOUT

GOALS
RCI South Africa wanted their predominantly middle-aged membership to use the RCI site rather than their call centre for bookings and membership management. Member research revealed that members' lack of knowledge of the site’s capabilities, or correct usage was discouraging them from switching to online.

RESPONSE
In response I developed a tutorial for first time users on everything from registering to booking to banking membership points.

Site screenshots, animated cursors and instructional text are easily navigated using only the scroll wheel or finger swipe on a touch-screen device making it easy - even for those not at ease with technology. While linear in nature, a discreet pop-out navigation is provided allowing the user to jump to a particular section. Fully mobile responsive, it automatically adjusts itself from desktop to tablet (portrait or landscape) and requires no 3rd party plugins.

RCI's brand identity is applied consistently, and is complimented by destination imagery and clean space, creating an friendly environment, while subtly developing brand recognition.

OUTCOME
Unintimidating and easy to use, the tutorial converted many RCI clients to online booking, and account management reducing load on their call-centre staff.