Amsalem Leisure ᱣᱮᱵᱽᱥᱟᱭᱤᱴ by Dana Freud is a highly esteemed winner of the very prestigious 2020 A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ in ᱣᱮᱵ Competition Category.

ᱞᱚᱦᱟᱣᱮᱵ· 2020

Amsalem Leisure ᱣᱮᱵᱽᱥᱟᱭᱤᱴ

by Dana Freud

Client: Dana Freud

A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ Winner in ᱣᱮᱵ Category

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Colors

The Design

About Amsalem Leisure ᱣᱮᱵᱽᱥᱟᱭᱤᱴ

ᱟᱢᱥᱮᱞᱮᱢ ᱞᱮᱡᱟᱨ ᱢᱮᱱᱟᱜ-ᱟ ᱢᱤᱫ ᱨᱮᱥᱯᱚᱱᱥᱤᱵᱷ ᱵᱷᱨᱚᱢᱚᱬ ᱣᱮᱵᱽᱥᱟᱭᱤᱴ ᱡᱟᱦᱟᱱ ᱪᱷᱩᱴᱤ ᱵᱟᱸᱰᱨᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱚᱲᱟᱜ ᱠᱟᱱᱟ ᱾ ᱵᱩᱠᱤᱝ ᱥᱤᱥᱴᱚᱢ ᱫᱟᱲᱮᱭᱟᱜ ᱠᱚ ᱵᱮᱵᱷᱟᱨᱮᱭᱟᱜ ᱠᱚ ᱮᱢ ᱦᱚᱪᱚᱭ ᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱛᱮ ᱪᱮᱲᱮᱫ, ᱦᱚᱴᱮᱞ, ᱜᱟᱰᱤ ᱵᱷᱟᱲᱟ ᱥᱮᱵᱟ ᱟᱨ ᱜᱤᱰᱤ ᱜᱮᱱ ᱡᱟᱭᱜᱟᱠᱚ ᱨᱮᱥᱚᱨᱵᱷ ᱫᱟᱲᱮᱭᱟᱜ ᱮᱫᱟᱭ ᱠᱟᱱᱟ ᱾ ᱢᱤᱫ ᱢᱟᱨᱟᱝ ᱥᱮᱸᱫᱽᱨᱟ ᱵᱟᱨ ᱪᱤᱱᱦᱟᱹᱭ ᱴᱟᱭᱯᱚᱜᱨᱟᱯᱷᱤ ᱟᱨ ᱠᱚᱥᱴᱚᱢ ᱪᱤᱛᱟᱹᱨ ᱠᱚ ᱥᱟᱶᱴᱮ ᱢᱤᱫ ᱠᱟᱹᱢᱤᱭᱟᱹᱠᱚᱨ ᱵᱮᱵᱷᱟᱨ ᱴᱮᱸ ᱟᱭᱢᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱚᱲᱟᱜ ᱛᱮ ᱨᱩᱯᱟᱱᱛᱟᱨ ᱦᱩᱭ ᱦᱩᱭᱟᱜᱼᱟ ᱾ ᱯᱷᱮᱥᱮᱴᱮᱰ ᱱᱮᱵᱷᱤᱜᱮᱥᱚᱱ ᱟᱨ ᱰᱟᱭᱱᱟᱢᱤᱠ ᱯᱷᱤᱞᱴᱟᱨᱤᱝ ᱛᱮ ᱦᱤᱡᱩᱜ ᱠᱚ ᱡᱚᱛᱚ ᱥᱟᱶᱛᱮ ᱵᱷᱨᱚᱢᱚᱬ ᱡᱟᱭᱜᱟ ᱠᱚ ᱧᱟᱢ ᱟᱨ ᱧᱟᱢ ᱦᱚᱪᱚ ᱨᱮᱭᱟᱜᱼᱟ ᱾ ᱵᱟᱪᱷᱟᱣ ᱠᱟᱱ ᱪᱤᱛᱟᱹᱨᱠᱚ ᱥᱟᱶ ᱪᱮᱛᱟᱱ ᱥᱮᱫᱟᱭ ᱛᱮ ᱢᱤᱫ ᱟᱫᱟᱨᱤᱭᱟᱹ ᱚᱠᱛᱚ ᱛᱮᱭᱟᱨ ᱦᱩᱭ ᱠᱟᱱᱟ ᱾ ᱞᱮᱭᱟᱭᱩᱴ ᱠᱚ ᱡᱚᱛᱚ ᱥᱠᱨᱤᱱ ᱥᱟᱡᱚᱜ ᱟᱨ ᱰᱤᱵᱟᱭᱤᱥ ᱥᱟᱶ ᱟᱡ ᱠᱷᱚᱱ ᱟᱡ ᱛᱮ ᱵᱚᱫᱚᱞ ᱦᱩᱭᱩᱜ ᱠᱟᱱᱟ ᱾

The Recognition

About the A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ

Amsalem Leisure ᱣᱮᱵᱽᱥᱟᱭᱤᱴ ᱫᱚ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Amsalem Leisure ᱣᱮᱵᱽᱥᱟᱭᱤᱴ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Amsalem Leisure is a responsive app from the travel and tourism world, which enables the user to plan the perfect vacation. The booking system allows the user to book flights, hotels, car rental services, and even nearby attractions quickly and efficiently. The massive search bar with distinct topography and customized illustrations turns a normally strictly functional feature into a key design element. The use of faceted navigation as a contemporary element creates a fresh, efficient design.
Dimensions & Packaging: The dimensions and specifications of the website are dynamic and responsive in that they automatically adjust to the screen size and type of device being used without any design degradation.
Tags: tourism design, UI, UX, website design, vacation
Production Technology: The methodology of "design thinking" was used to generate several concepts that would most creatively and accurately convey the feeling and message desired by the company and felt by the website creator. A group of five multidiciplinary employees from the tour company were included in several brainstorming sessions to generate the most innovative, creative, and diverse ideas for the production of the website.
Design Challenge: The challenge discovered was that when the employees use the site they need to use an "internal filtering process" that was inept. The design had to be intuitive while being effective and efficient. The filtering system could not cause the website to load slowly. The employees were disinclined to try new methods, while the old website was based on technology that was ineffective. Dynamic, responsive, and smart filtering methods were implemented and were programmed to react to the user's previous selection, only loading information when selected and increasing the speed of the website.
Research: Preliminary research was done with the research objective of understanding the target audience and desired UX. The methodology used was qualitative interviews with employees. Data collection was done on 1/5 of the relevant population. Participants were travel agents and select users of the previous product and results yielded that there needed to be an overhaul, with key insights that the new website should be faster, intuitive, and accessible. The effects of the research were on the employees of the company as they were able to become more efficient and effective.
Inspiration: The inspiration for this website came from the intimate and family-oriented atmosphere of Amsalem Tours who embrace this as a core value. It was crucial to translate the palpable ambience felt in their offices into their digital platform to create the amiable environment for their online users as well. This is integrated throughout; from the microcopy itself to the warm illumination of the photos and the choice of family-friendly vacation destinations.
Project Duration: The project started in October 2015 and finished in September 2016 and is live as the current website of Amsalem Tours.
Operation Flow: The layout of the webpage, along with the dynamic filtering system allows the user to easily locate and explore leisure destinations. The warm atmosphere and family-oriented sentiment throughout the design reflect the core values of the company the website was created for. The design causes visitors to the webpage to feel both extremely comfortable with their selections as well as connected to the company supplying the trips in an emotional manner which will increase the likelihood of them returning.