Yellow Zebra: rebuilding a website for a decade-long market leader, driving 2.8% higher conversion in the first 14 days

Vision and Navigation The vision and navigation of Yellow Zebra’s website had fallen behind with its structure, becoming unwieldy for users and increasingly out of step with how modern search surfaces travel content. Years of content had accumulated with no consistent structure behind it, turning migration into one of the project’s biggest technical challenges. With Yellow Zebra’s safari experiences being entirely tailor-made, built around each traveller rather than sold as fixed packages, the site could never work like a conventional e-commerce build. Kitty’s job was to generate high-quality enquiries, not transactions and everything about the rebuild was designed around that single measure of success. Kitty designed and built a new site to serve Yellow Zebra’s four core markets, with genuine localisation rather than a single templated experience: market-specific language and spelling, localised currency, and temperature shown in Fahrenheit or Celsius depending on the audience. Use of Map At the heart of the new site is a custom-built interactive map, designed to bring Yellow Zebra’s itineraries to life rather than simply mark them on a pin-map. The Yellow Zebra team can build out each trip on the back end, plotting every stop in sequence. As the user clicks on accommodation cards, the map draws route lines from one trip stop to the next, the map updates to track their position through the itinerary, with each point connected to a corresponding content module elsewhere on the page so a traveller can explore a leg of their trip and watch it plotted, in step, on the map. It is a heavily custom piece of engineering, built specifically around the way Yellow Zebra’s trips are structured and sold, not an off-the-shelf maps plugin. Forms and Input A multi-step enquiry form guides users through the process with every step tracked, paired with a wish list feature that lets visitors save any content type: a lodge, a destination, a safari park.