Through customer testing on the existing digital experience, research investigated how people searched for, customised and purchased travel deals. It was discovered that customers were struggling to quickly find deals to meet their more detailed travel needs. More sophistication in search functionality was required as well as a simpler process to customise a travel deal.
Through a remote design workshop with TripADeal, we collaborated to create new user flows for improved deal search and customisation. New data architecture was also mapped out in order to enable the new functionality. We designed more depth and detail in deal search criteria to enable customers to easily find what they were looking for.
Customisation of a deal was also dramatically simplified by consolidating all the add-ons, such as flights, drinks packages and additional rooms, into a shorter process.
The previous UI design had transitioned through many different pairs of hands, with no design system set up to manage or drive the overall digital experience. So the evolved UI design was carried out in parallel to the creation of a new design system enabling faster creation of new future functionality and features.