Wing On Travel - Package Booking Module Revamp
This module serves as an online platform for users to discover and book travel packages. The revamp focused on improving user experience, feature visibility, and conversion performance, transforming a cluttered interface into a more intuitive and effective booking journey.
- Category UX Design, UI Design
- Company Hong Kong Wing On Travel Service Limited
- Industry Travel & Tourism
- Launch Date May 2018
My Role & Contribution
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Led UX/UI redesign of a high-traffic booking module
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Identified usability issues impacting engagement and conversion
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Redesigned user flows to simplify navigation and decision-making
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Applied data-driven insights to optimize key interactions (e.g. search)
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Improved content structure and feature visibility
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Contributed to enhancing overall booking experience and business performance
Problem
- The original experience presented several usability and conversion challenges:
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Overloaded interface made it difficult to navigate
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Poor content hierarchy caused important features to be overlooked
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Redundant search inputs created confusion
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Ineffective search experience impacted user journey
- These issues led to:
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High bounce rates
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Low user retention
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Reduced booking conversions
My Approach
I approached this as a conversion optimization and usability problem.
- Key focus areas:
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Simplifying user flows to reduce friction
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Improving visibility of key features and promotions
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Using data to validate design decisions
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Enhancing search experience as a core entry point
Solution
- Content & Layout Optimization:
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Reorganized content into clearly defined sections
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Improved visual hierarchy to highlight key features
- Search Experience Redesign:
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Analyzed click data across two search fields
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Identified low usage of top-banner search (near zero click rate)
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Removed redundant search field to reduce confusion
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Streamlined search interaction to focus on the primary entry point
- Conversion-Focused Enhancements:
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Introduced a dedicated promotion section
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Improved discoverability of special offers
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Reduced friction in the browsing and booking journey
Impact
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Increased user engagement across the platform
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Improved booking and inquiry rates
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Reduced friction in navigation and search experience
- Additionally:
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Users reported a smoother and more intuitive experience
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Higher visibility of promotions led to better business outcomes
Reflection
- This project reinforced the importance of:
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Designing for conversion, not just usability
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Using data to challenge assumptions and guide decisions
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Eliminating unnecessary features to reduce friction
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Aligning UX improvements with business goals
Revamped Design
Original Design
