Even though TUI held 16% of the German market before Corona, the market for holiday bookings got very competitive over the past years. Especially brokers like Airbnb and Booking got a growing piece of the pie.

Searching and planning holidays is a process that can take up to 90 days and -without surprise- mostly takes places on mobile. TUI noticed a steady growth on its mobile traffic, however the conversion rate on mobile still lags behind. So, how might we improve the experience of booking holidays on mobile and drive conversion?

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Our mission was to optimise the mobile experience for package holiday bookings and by that driving conversion up with 300%.

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My role and responsibilities

• Workshop facilitation: Ideation workshops, Value Proposition Canvas, Team Canvas
• Qualitative user interviews
• Problem and use case definition
• UX Concept and prototyping
• Creation of Design System components and principles
• Usability testing in UX labs

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Challenges

• Bringing together internal and external design teams and helping them adapt to new frameworks
• Building a booking and checkout process that allows for maximum flexibility without compromising on transparency

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Results:

• High-fidelity prototype tested in two UX labs
• 30 developed and implemented Design System components with new UX/UI
• An end-to-end booking process for families

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↳ Read the full case study (German)

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Reach out to me to learn more about this project.

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