Travelbag

Travelbag was an early move into mobile-first, at a time when users were still hesitant to complete large purchases on their phones.

While trafficglossary×TrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term→ was growing, behaviourglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→ didn’t match. Users were happy to browse and make small purchases, but dropped off when it came to booking holidays.

The challenge wasn’t just usabilityglossary×UsabilityUsability is how easy and efficient it is for users to complete tasks within a product. It focuses on clarity, simplicity, and reducing effort so users can achieve their goals without confusion or friction.Open glossary term→. It was trustglossary×TrustUser confidence that a product, service, or organisation will do what it promises.Open glossary term→.

I was brought in to understand that behaviourglossary×BehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term→ and design an experience that gave users the confidenceglossary×ConfidenceConfidence is the level of certainty in a decision or outcome based on available evidence.Open glossary term→ to complete high-value bookings on mobile.

Users were engaging with the site, but not converting.

Researchservice×User ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service→ showed a clear patternglossary×PatternA reusable solution to a common design problem.Open glossary term→. Mobile was used for discoveryglossary×DiscoveryDiscovery is the phase of understanding problems, users, and opportunities before building solutions.Open glossary term→, not commitment.

When it came to larger purchases like holidays, users hesitated. Concerns around security, clarityglossary×ClarityClarity is how easily users can understand what is happening and what they need to do.Open glossary term→ and making the wrong decision all played a role.

The experience didn’t do enough to reassure them. Key information wasn’t always clear, pricing lacked transparency, and the overall journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ didn’t buildglossary×BuildA build is the process of compiling and packaging code into a runnable application.Open glossary term→ enough confidenceglossary×ConfidenceConfidence is the level of certainty in a decision or outcome based on available evidence.Open glossary term→.

As a result, users dropped off or switched devices to complete bookings elsewhere.

The focus was on understanding why users didn’t trustglossary×TrustUser confidence that a product, service, or organisation will do what it promises.Open glossary term→ mobile for high-value purchases.

User researchservice×User ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service→ explored concerns around security, payment, decision-makingglossary×PrioritisationPrioritisation is the process of ranking tasks, features, or initiatives based on their importance, impact, and effort.Open glossary term→ and perceived risk.

This was supported by behavioural analysis, identifying where users dropped off and where hesitation increased.

From there, the experience was redesigned to address those concerns directly.

The goal wasn’t just to make the journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ usable, but to make it feel safe.

Every step needed to buildglossary×BuildA build is the process of compiling and packaging code into a runnable application.Open glossary term→ confidenceglossary×ConfidenceConfidence is the level of certainty in a decision or outcome based on available evidence.Open glossary term→ and reduce doubt.

The result was one of the first mobile-first travel booking experiences designed specifically for high-value purchases.

The journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ was simplified, with clearer steps and better information hierarchyglossary×Content HierarchyContent hierarchy is the prioritisation and ordering of information to guide users through content in a clear and meaningful way. It determines what users see first, what stands out, and how information is consumed.Open glossary term→.

Trust signalsglossary×Trust SignalA trust signal is any element that increases user confidence in a product, service, or decision.Open glossary term→ were introduced throughout, giving users reassurance around security, pricing and decision-makingglossary×PrioritisationPrioritisation is the process of ranking tasks, features, or initiatives based on their importance, impact, and effort.Open glossary term→.

Key information was surfaced earlier, reducing the need for users to searchglossary×SearchSearch is the functionality that allows users to find content or information by entering queries. It relies on indexing, metadata, and relevance algorithms to return useful results.Open glossary term→ or validate elsewhere.

The experience supported users from browsing through to booking, rather than losing them at the point of commitment.

Users were more willing to complete bookings on mobile, rather than switching devices or dropping off.

Confidenceglossary×ConfidenceConfidence is the level of certainty in a decision or outcome based on available evidence.Open glossary term→ in the experience improved, particularly around payment and pricing.

The mobile experience became a viable channelglossary×ChannelA channel is a source or pathway through which users arrive at a product, such as search, social media, paid ads, or direct traffic.Open glossary term→ for high-value transactions, not just browsing.

Travelbag positioned itself ahead of competitors by embracing mobile-first at an early stage.

This project reinforced that conversionglossary×ConversionA conversion is any action a user takes that aligns with a defined goal, such as making a purchase, signing up, or completing a task.Open glossary term→ isn’t just about usabilityglossary×UsabilityUsability is how easy and efficient it is for users to complete tasks within a product. It focuses on clarity, simplicity, and reducing effort so users can achieve their goals without confusion or friction.Open glossary term→.

When the stakes are high, users need to feel confident before they commit.

If there’s any doubt around security, pricing or decision-makingglossary×PrioritisationPrioritisation is the process of ranking tasks, features, or initiatives based on their importance, impact, and effort.Open glossary term→, they hesitate or leave.

The role of UX is to remove that doubt.

Not just by making things easier, but by making users feel safe enough to act.