Luxury Travel Booking Platform


ABC Travel, a leading travel booking platform offering packages to over 280 destinations globally, sought to improve its user experience and increase customer satisfaction. The company conducted comprehensive market research to gain valuable insights into user preferences, needs, and pain points. The research included interviews, surveys, and a card sort activity to analyze user behavior and preferences. The goal was to understand user needs and create an intuitive information architecture and task flow for the website.

Booking Insights:

Through the research, ABC Travel gained valuable booking insights from its guests:

  • 90% of guests value a streamlined online experience, indicating the importance of user-friendly interface and navigation.
  • Food-based travel is a growing interest among guests, highlighting the potential for offering food-focused travel packages.
  • 60% of guests love the idea of AI-powered search, indicating a desire for personalized vacation recommendations.
  • 80% of guests want a better mobile experience, emphasizing the need for a responsive and mobile-friendly website.
  • Onsite searches for short-term travel planning have grown by 20% month over month, indicating a trend towards last-minute bookings.

Interview & Survey Insights:

Based on organized quotes from interviews and surveys, the following user insights were discovered:

  • Users want to feel in control of their trip, emphasizing the importance of providing flexible booking options.
  • Decisions are heavily affected by cost, indicating the need for transparent pricing and cost-saving deals.
  • Users prefer to travel with family and friends, suggesting the potential for offering group travel packages.
  • Users’ trip styles differ, but they all want to make amazing memories, indicating the importance of providing unique and memorable experiences.

Information Architecture and Card Sort Insights:

A card sort activity was conducted to understand how users intuitively organize and navigate site content. Key insights from the card sort activity included:

  • Geographical labels such as “Asia,” “Europe,” and “America” were most intuitive for categorizing events/activities.
  • There is potential value in allowing more personalized ways of organizing content based on themes or collections.

Based on these insights, a new site map and information architecture were developed to enhance the website’s usability and navigation.

Task Flow and User Flow:

A task flow was constructed to analyze the necessary steps for users to book trips efficiently on the platform. Additionally, a user flow diagram explored possible paths users could take while ordering products to optimize the booking process.

Next Steps:

To further improve the user experience and address user desires, ABC Travel identified the following key areas for enhancement:

  1. Search Bar Filters: The terminology and functionality of search bar filters need optimization for a more intuitive user experience.
  2. Responsiveness: A more in-depth mobile version should be developed to attract younger guests who expressed a desire for mobile search.
  3. Map Search: Implement a map search feature similar to Airbnb’s for searching using a map to showcase the destinations covered in each package.


Through comprehensive market research and user insights, ABC Travel gained valuable understanding of user needs and preferences. By applying these insights to design a more intuitive information architecture and task flow, ABC Travel can enhance its user experience and attract a wider range of customers. The identified next steps will further optimize the platform, ensuring that ABC Travel remains a top choice for travelers seeking memorable and personalized experiences.


This travel booking project case study focused on gaining valuable insights from user research and interviews. The goal was to understand user preferences and pain points to create a more streamlined online experience. The research revealed that 90% of users value a seamless online journey, with a growing interest in food-based travel and AI-powered search. The findings were used to design a feature roadmap and optimize the information architecture for the new website, enhancing the overall user experience. Additionally, a task flow and user flow were created to analyze the user's journey and improve efficiency during the booking process.