Background

Collette Vacations is a travel company that provides curated vacation packages for their customers. Founded in 1918, it currently offers 160 tours across all 7 continents.

My Role:

I was the sole UX designer on an Agile team composed of a couple of developers, a project manager, and a QA team. I was responsible for determining the overall design direction of the project, while collaborating with the rest of the team on ideation.

The problem we had to solve: 

The process of booking flights on our site was outdated. Data showed that customer abandonment rate was too high especially for anyone using a mobile device. Listing flight information requires a lot of text, which creates an overwhelming scroll experience for the customer, as seen here:

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Pain Points:

• scrolling through flights almost seems endless
• as the customer browses through flights, they must scroll; up to the top to access filters
• text is small, formatted poorly, and difficult to read

How we designed our solution:

Design research and competitor analysis was important in determining our solution for this project. We looked at indirect competitors to see how we can design a flight booking experience that is more mobile friendly.

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User Testing

We conducted usability testing with 10+ users of our target audience. We had them compare our new design against our current, outdated website.

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How our design improved the user experience:

• Simple shopping experience- one flight option per "page", inspired by dating apps like "Coffee Meets Bagel" and social media (TikTok).
• Mobile-friendly design that follows principles of mobile UX/UI
• Filters and Edit Search buttons accessible at all times
• Improved visual aesthetic with airline logos, use of branded colors, button hierarchy.

Additional Images of Design:

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Conclusion

The design above was just a small piece of a larger project, where we were tasked to redesign the entire booking engine of Collette's website. We took 3+ months to tackle many specific business requirements and developer constraints. However, in the end, the project was a success for our design team as we handed it off to the Product Owner & Development team. If you have any questions, or would like to hear more about the design story for this project, I am more than happy to share with you! Thank you for reading