2023-2024
Travel Websites & Booking Experiences
Role: Product Designer & UX Lead
Context
A travel company with strong marketing was puzzled by low conversion rates. Traffic was high but bookings weren't following. The problem wasn't awareness—it was trust and clarity during the booking journey.
The Challenge
How do you design a booking experience that doesn't feel like a sales funnel? Travelers have deep questions about destinations, logistics, and themselves. Traditional booking flows force speed over understanding.
The Solution
Redesigned the entire journey to honor how people actually decide. Added contextual trust signals—real traveler testimonials at decision points, flexible date handling with price transparency, a staged disclosure that revealed complexity only when needed. Slowed the process down intentionally. Reduced steps but increased clarity.
The Impact
Engagement metrics improved significantly. Users spent more time on critical pages but didn't drop off. Conversion rates increased. Most meaningful: support tickets about booking confusion dropped by 60%.
Key Learnings
Slowing users down can increase conversion if they're converting toward confidence, not speed.
Trust is built through transparency about limitations, not glossing over them.
The best booking flow is one that feels like a conversation, not a transaction.
Real user research at each step beats assumptions. What seems like friction might be necessary reflection.
Focus Areas
Ready to see what else I've built?
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