Understanding the business challenge
A digital marketplace aimed at removing intermediaries in the tourism sector, connecting travel agencies directly with hotels.
As the platform scaled, the booking and checkout experience became a critical point impacting conversion, efficiency, and partner satisfaction.
Insight & Problem
Increase booking conversion rates
Improve checkout efficiency for travel agencies
Reduce friction in critical booking flows
Enhance overall partner engagement and satisfaction
Objective
Through UX research, interviews, and usability testing, we identified key friction points in the booking experience.
Core problems:
Checkout failures due to insufficient funds disrupted bookings
Complex workflows slowed down experienced agents
New staff struggled to learn the system, increasing errors
High cart abandonment rates led to lost revenue
Key insight:
In high-frequency operational tools, efficiency and clarity are more critical than feature depth.
Users weren’t exploring — they were executing.
Approach (Design Thinking)
Created proto-personas representing different agency profiles (efficiency-driven vs operational users)
Mapped end-to-end booking journeys to identify friction points
Conducted user interviews and usability testing with agencies
Implemented data tracking to analyze behavior during checkout
Iterated through wireframes → prototypes → validation cycles
Focus: aligning business metrics (conversion) with real user workflows
Designing the experience
The design focused on reducing friction at critical decision points:
Key design decisions:
Inline wallet recharge
→ Users can add funds directly during checkoutGuided assistance system (Helper Center)
→ Replaced static FAQs with contextual supportCart recovery strategy
→ Personalized email reminders to recover abandoned bookingsProgressive guidance
→ Tooltips and onboarding support for new users
Shift:
From fragmented support → embedded, contextual assistance
Solution
A streamlined and intelligent booking experience:
Seamless checkout flow with real-time fund resolution
Integrated Helper Center with dynamic content and search
Cart abandonment recovery via personalized emails
Contextual onboarding and training within the experience
Data-driven UI improvements based on user behavior
The system supports both:
Power users (speed)
New users (guidance)
Outcome
Travel agencies can now:
Complete bookings without interruption
Resolve issues directly within the flow
Learn the system faster with embedded support
Recover abandoned bookings efficiently
Impact
Travel agencies can now:
+25% wallet recharge conversion during checkout
+10% monthly growth in Helper Center usage
+8% booking recovery via email re-engagement
Increased partner satisfaction and platform adoption