Back

Back

Tourism & Travel Website

Goal

To shift more bookings online, enhancing the overall user experience and increasing online conversions.

Role

Product Designer + Researcher

Time Constraint

4 Months

Team

Faiz

Usama

Anas

Iqra

Result

A jumping from 20% to an average of 83% of total booking generated by the website.

Tourism & Travel Website

Goal

To shift more bookings online, enhancing the overall user experience and increasing online conversions.

Role

Product Designer + Researcher

Team

Faiz

Usama

Anas

Iqra

Time Constraint

4 Months

Result

A jumping from 20% to an average of 83% of total booking generated by the website.

Project Overview

A tour operator company tailors holidays to Cyprus and North Cyprus, offering exclusive deals on flights, hotels, and tours. 

With a commitment to exceptional customer service, it provides comprehensive travel packages that cater to diverse interests, from historical explorations to luxurious beach vacations.

Main Problems to solve

Main Problems to solve

The website was only generating 20% of the total booking

Bounce rate on the basket page was 80%

A complicated user journey which created alot of frictions for the clients

Monthly Booking

Generated by Agents: 230

Generated by Website: 60

Total booking: 290

Agents

80%

web

23%

Results

Website now generating 83% of the total booking.

Bounce rate on basket page dropped to 30%

A concised user journey with a focused on less clicks to complete the booking.

Monthly Booking

Generated by Agents: 140

Generated by Website: 585

Total booking: 725

Agents

17%

web

83%

Bonus Feature

A widget been added on the home page, for hotels to bid on as a marketing Ad ~ which generates revenue for the company,

UX Research and User Testing

Conducted extensive user interviews and surveys to understand pain points.

Monitored user behaviour on the site, particularly focusing on the basket page and search engine functionality.

  • Abdulrahman Anaam

  • Abdulrahman Anaam

Personas

Kelly Wattson

Nurse

42 Years old

London, UK

About Kelly

Kelly is an active person who enjoys traveling to new destinations whenever she can. She tries to plan one trip abroad each year, as well as shorter getaways to nearby locations. She has three weeks of vacation that she will ideally spend away from home. She mainly travels with her husband, but occasionally with a small group of friends.

Goals/Needs

Wants to be aware of good flight deals

Wants to compare travel dates and times for the best price

Wants to be able to use miles or points toward travel bookings

Prefers one airline for domestic travel

Characteristics

Active person

Loves traveling

Easy going

Organaized

Likes to Plan

“

I really enjoy going on unique, boutique trips that have a personal touch.

Carl Smith

Retired

71 Years old

Manchester, UK

About Carl

Carl is married with kids, ages 24 and 27. He is excited to have an empty nest. Carl is a lifelong learner, and passionate about world history and hiking. He is an active participant in experiences. Before a trip, he reads guidebooks, does research on local sights and cuisine, and discusses travel with friends and family to get ideas.

Needs

Structured, optional itinerary

Reputable airline

Flight confirmation

Cleanliness

Frustrations

FOMO

Flight Connections

Jetlag

Price

Characteristics

Authentic

Flexible

Enjoys Family

Loving Father

“

I enjoy taking my little girls to visit the world, Family time is best time

User Journey

Home page

Top Bided Hotel

Top Deals

Search

Edit Search

Filter

Choose Hotel

Confirm Hotel

Tailor Package

Confirm Basket

Back to basket

Confirm Booking

Flights Only

Tours

Hotel Only

Transfers

Packages

Rent a Car

wire Frames

UI Kit

Radius

Large: 16

Medium: 8

small: 4

#F2F2F2

#02aaa9

#121212

Font: Lato

H1: 34

H2: 28

H3: 16

Paragraph: 14

Prototype

Reasons Behind Some Decisions

1

2

3

4

1

Introducing a Edit search Engine

Through alot of testing and observation, we have realised that alot of our users tend to go back to the previous page to edit their search, which sometimes created alot of frustration. there for we introduced the Edit search Engine in this page as well, which provided the users a sense of control.

2

Highlighting the selected dates with the Primory colour

Previously only the first and the last dates were highlighted. which confused some clients, for a result, they immediately call the sales team and confirm their booking on call.

Previously only the first and the last dates were highlighted. which confused some clients, for a result, they immediately call the sales team and confirm their booking on call.

3

Highlighting the cheapest dates with the green

Highlighting the cheapest dates with the green

It helps with quick scanning and provide the client an immediate information on which days are the cheapest.

It helps with quick scanning and provide the client an immediate information on which days are the cheapest.

4

Booking Details summery

A quick way to summarise their stay, which gives clients the understanding on how many days he just selected without the need of counting on the calender.

A quick way to summarise their stay, which gives clients the understanding on how many days he just selected without the need of counting on the calender.

Check Other Case Studies