Wing On Travel - Local Tour Discovery & Booking Module App
This module enables users to discover and book local tours, attractions, and activities within a destination. The revamp focused on improving content discovery, navigation, and conversion, enhancing how users explore and select experiences.
- Category UX Design, UI Design
- Company Hong Kong Wing On Travel Service Limited
- Industry Travel & Tourism
- Launch Date July 2018
My Role & Contribution
-
Led UX/UI redesign of a discovery-driven booking module
-
Identified key friction points in landing and listing experiences
-
Redesigned navigation and filtering to improve content findability
-
Improved content hierarchy and call-to-action placement
-
Contributed to increasing engagement, retention, and bookings
Problem
- The original experience had several critical issues:
Landing Page
-
Failed to clearly communicate available offerings
-
Low user engagement and interaction
Listing Experience
-
Lack of navigation structure made browsing difficult
-
Users struggled to find relevant attractions
Filtering & Search
-
Limited filtering options
-
Inefficient search refinement
- These issues resulted in:
-
Missed booking opportunities
-
Low engagement and retention
-
Negative impact on revenue and brand perception
My Approach
I approached this as a discovery and conversion funnel optimization problem.
- Key focus areas:
-
Improving first impression and engagement on landing
-
Enabling efficient browsing and exploration
-
Enhancing filtering to support decision-making
-
Reducing friction from discovery → selection → booking
Solution
- Landing Experience Redesign:
-
Revamped layout to highlight key offerings and promotions
-
Introduced clear call-to-action elements
-
Added themed sections to guide user exploration
- Navigation & Listing Optimization:
-
Introduced tab-based navigation for category browsing
-
Structured listings for easier scanning and comparison
- Enhanced Filtering System:
-
Added filters for location, theme, and price
-
Improved search refinement and usability
-
Included search history to support repeated actions
- Conversion-Focused Improvements:
-
Reduced friction in the browsing journey
-
Improved visibility of relevant and high-value content
Impact
- The redesigned module led to measurable improvements:
-
10% increase in online bookings
-
15% improvement in customer retention
- Additionally:
-
Increased user engagement on landing and listing pages
-
Improved efficiency in discovering relevant attractions
-
Enhanced overall user satisfaction
Reflection
- This project reinforced the importance of:
-
Designing for content discovery and exploration
-
Structuring navigation to support user intent
-
Aligning UX decisions with conversion goals
-
Creating smooth transitions across the user journey
Revamped Design
Original Design
