Redesigning The TTC Booking Engine

Summary

The Travel Corporation (TTC) is a global travel and leisure group, operating in over 60 countries with 30 award-winning brands. Their portfolio includes luxury hotels, boutique river cruises, and guided travel experiences, all centred around a commitment to sustainable tourism through the TreadRight Foundation.

As a UX and UI Designer, I was responsible for redesigning TTC's Booking Engine, a critical platform for millions of travellers and travel agents. My mission was to create a seamless, enjoyable, and accessible booking journey that would delight users and deliver measurable business results.

discovery

I commenced with thorough research to grasp the needs, frustrations, and aspirations of TTC’s diverse user base. My process included:

• Stakeholder Interviews: I conducted interviews with TTC brand managers, travel agents, and support staff to gain an understanding of business objectives and operational pain points.
• User Surveys & Interviews: I collected insights from travellers and agents, uncovering what they appreciated, what confused them, and what led them to abandon bookings.
• Journey Mapping: I illustrated the end-to-end booking experience, pinpointing where users felt excited and where they encountered obstacles.
• Competitive Analysis: I assessed leading travel platforms to benchmark best practices and identify opportunities for innovation.

This research demonstrated that users yearned for clarity, speed, and trust, particularly when making significant travel decisions. Agents required efficiency and flexibility. Both groups valued transparency and a sense of inspiration.

ideation

With research findings in hand, I moved into ideation:

• Brainstorming Workshops: I facilitated creative sessions to generate solutions for pain points, such as simplifying the booking flow and making offers more discoverable.
• Crazy 8s & Mind Mapping: I quickly sketched multiple concepts for search, filtering, and itinerary building, then mapped out how features could interconnect.
• Feature Prioritisation: I collaborated with stakeholders to prioritise features that would have the most significant impact for both travellers and agents.

One standout idea was a “Travel Wishlist,” allowing users to save and compare trips before booking, directly addressing indecision and drop-offs.

Design

I translated ideas into tangible solutions:

• Site Maps & User Flows: I created clear diagrams to define every step, from trip search to payment confirmation.
• Wireframes: I developed low-fidelity layouts to test structure, navigation, and content hierarchy.
• High-Fidelity UI: I crafted vibrant, modern interfaces that reflected TTC’s premium brand, featuring large visuals, intuitive controls, and trust-building elements like reviews and sustainability badges.
• Accessibility: I ensured colour contrast, keyboard navigation, and screen reader compatibility from the beginning.

Design reviews and feedback sessions with real users enabled me to iterate quickly, refining layouts and interactions for clarity and delight.

Usability Testing

To validate the design, I conducted multiple rounds of usability testing:

• Remote and In-Person Sessions: I observed users, both travellers and agents, as they completed key tasks on interactive prototypes.
• Task Analysis: I measured completion rates, time on task, and points of confusion.
• Feedback Loops: I gathered direct quotes and emotional reactions, using them to drive improvements.

Testing revealed that users appreciated the streamlined flow and visual cues, but they wanted clearer pricing breakdowns and more prominent help options. I incorporated these insights into the final design.

A/B Testing

To ensure that the new design delivered a real-world impact, I set up robust experiments:

• Split URL & Multivariate Testing: I launched different versions of key pages (such as search results and checkout) to live traffic.
• Metrics Tracked: Conversion rates, drop-off points, and user satisfaction scores.
• Iterative Improvements: I refined layouts, CTAs, and messaging based on the test outcomes.

These data-driven decisions resulted in a 5% increase in conversions and a confidence level of 95%.

Challenges

The project wasn't without obstacles:

• Complex Legacy Systems: Integrating new designs with TTC’s existing backend necessitated close collaboration and inventive problem-solving.
• Diverse User Needs: Balancing the requirements of direct customers and travel agents involved in designing flexible, adaptive interfaces.
• Tight Timelines: Coordinating feedback and development across multiple brands and teams posed a logistical challenge.

Through clear communication, agile workflows, and a focus on user needs, I navigated these challenges and delivered a successful solution.

improvements

Post-launch, I continued to optimise the booking engine:

• Enhanced Personalisation: Rolled out the “Travel Wishlist” and tailored recommendations based on user behaviour.
• Accessibility Upgrades: Added more robust keyboard shortcuts and improved screen reader support.
• Performance Tweaks: Streamlined loading times and simplified forms for even quicker bookings.
• Continuous Testing: Established ongoing A/B and usability testing to keep enhancing the experience.

Learnings

Reflecting on the journey, I gained valuable insights:

• Research Drives Results: Deep, empathetic research forms the foundation of exceptional design, particularly in intricate sectors like travel.
• Iterate Relentlessly: Early testing and ongoing feedback are vital for refining ideas and circumventing costly errors.
• Data + Empathy: Merging analytics with authentic user perspectives fosters smarter, more impactful decisions.
• Collaboration is Key: Success stems from working closely with stakeholders, developers, and end-users.