TUI Tours
This project aimed to create an e-commerce platform for selling unique immersive travel experiences focusing on cultural exploration rather than traditional holiday packages.
The challenge involved showcasing a new product which required careful design to align user expectations, business goals, and technical requirements.
Case Study
The business briefing was to provide an e-commerce platform (API and web) for selling tours.
A tour is a vacation package that includes several things that people look for separately, like planes, trains, rental cars, hotels and activities, and then they design their own itinerary and plan the whole trip with what they desire to do.
But here is the twist: this isn't your typical holiday travel to the coast, this is selling a trip to see they pyramids and learn more while you experienced it.
It's going to Africa and not only to see the a safari and learn about how to do photography. Its selling travel experiences that gives a full view of the place, culture and living.
That wasn't all the challenge itself cause they were selling (offline) these packages it was showcasing a renovated product that even wasn't tested yet by business, and points to a high value and more personal way of do tourism than the typical holiday package.
I was mean to sell something that the customer will remember their entire life. A dream travel, an aventure. A memory.
On these cases, when its an emotional user decision, crucial to carefully design every aspect of the experience, understanding the background that the user had in their mind an align it with both business and technical requirements because any mistake in definition can lead to failure.
And you may be wondering what can lead to a failure, and the answer is simple: anything can.
It's a lifetime decision and it's multi factor, and the best way to approach these type of UX Challenges is to provide as much information as you can while you balance with a simple and compressive presentation.
Not easy, and that's why Research becomes key. Both done for Potential Users (customers) and Stakeholders.
This project is currently (July 2023) in progress, and continues to evolve based on a product roadmap.
Project methodology
Since User Research was key on this project I decided to do stakeholder interviews and workshops, gathering requirements and markets insights and do a early prototyping to interview potential customer and validate the business proposal and adjust the scope of the project to archive project goals and 1st delivery.
And then iterate and repeat, to deliver constant results and improvements over the time while aligned with developers.
Everything done with basic methodologies yet powerful during discovering like field studies, benchmark, interviews, wireframing, interactive prototyping.
The design system was built from the ground up, with successive iterations at the functional level, to adapt to the needs and even support Themering for a White Label and branding changes expected in the near future.
To determine the user stories and tasks to be performed, the roadmap is weighted along with the development capacity and stakeholders that surround the project.
This determines which tasks will be performed throughout the design sprints.
Metrics were part of this project since start.
Project Screenshots
Yes, we did wireframe testing with potential users from the beginning to validate ideas and then prioritize them for development.