A streamlined online travel booking experience tailored for mobile devices

Summary

The existing booking website didn’t support mobile devices, and mobile traffic was increasing rapidly. By making the booking experience more useful and easier to use on the go, conversion rates improved significantly.

Role & Team

Senior UX Designer responsible for the end-to-end experience: from ideation, mid-fidelity prototyping, testing, front-end coding, launching and measuring.

Collaborating as an embedded designer within a team of 2 Software Developers and a Tech Lead.

Goals

The primary goal was to level up conversion rates from mobile devices by making the booking experience easier to use on the go, covering the highest revenue travel services in the shortest time possible.

Challenges

• The travel products portfolio was broad, and each of the products had operational nuances to understand beyond the online booking experience.
• As an aggregator, the design solution had to solve for multiple data and inventory sources, which impacted mostly the (product page) content, and business logic to complete bookings.
• The design solution needed to be not only usable from mobile devices, but also supporting new use cases to attend a new market segment for shorter booking windows and a paperless travel experience.

Solution

A responsive website that could be used from any device with a modern browser and user experience that does not require a printer to use their bookings.

Process overview

Results

• The first travel service (Hotels) launched in 8 weeks with no major technical or usability issues. In the first month, bookings reached 6x the forecasted performance.
• The design system foundations proved useful to speed up the design and development of subsequent travel services and maintain usability consistency.
• The team also learned about the value of involving and collaborating with designers throughout the process end-to-end for faster iteration, less process waste, better communication and increased implementation fidelity.