TourBookers

TourBookers

Improving Platform Discoverability and Navigation — A Redesign from Research to Prototype.

Year: 2024

Duration: 3 weeks - Phase 1

Role: Sole Product Designer

Platform: Web

Skills: Product Design, Competitor Analysis, Information Architecture, Usability Testing

Challenges

User challenges

HMW help users find products faster with less friction?

HMW reduce user frustration when navigating a large catalog?

Business challenges

HMW increase conversion rates by improving the product discovery experience?

HMW reduce the volume of support tickets related to product search issues?

Design challenges

HMW prioritise features that deliver the highest impact in Phase 1?

HMW balance technical feasibility with user-centered design goals?

Status Quo

This was a redesign of an existing platform where users had no search functionality and only a very basic filtering system. To find specific activities, they had to scroll through long lists manually. While the content was valuable, the experience lacked efficiency and usability. This project focused on transforming those gaps—using user behavior data—into a more intuitive and goal-driven design.

Design Process

  • Discovery & Definition

    Analysed Hotjar data and customer support queries to identify pain points: no search, limited filtering, and poor discoverability. Defined Phase 1 goal: help users find activities faster and reduce bounce rates.

  • Strategy & Prioritisation

    Divided the redesign into phases due to limited resources. Prioritised key features for Phase 1—search, advanced filters, and improved navigation—based on data and business goals.

  • Design & Testing

    Created wireframes and conducted competitor research. Presented to stakeholders and developed a prototype. Ran internal usability tests to refine search, filtering, and navigation.

  • Implementation & QA

    Collaborated with developers for smooth implementation. Led quality testing across devices to ensure functionality and a seamless user experience.

Our design decisions—rooted in research and tested iteratively—resulted in both a smoother user journey and stronger business outcomes.

Final Results

Impact

  • Bounce Rate

    15% reduction in bounce rate

  • Engagement

    15% increase in clicks (Jun 2025 YoY)

  • Time

    50% increase in the engagement time

  • Revenue

    80% increase (Nov 2024 YoY)

Learnings

I learned the importance of aligning user needs, business goals, and technical constraints to prioritise what brings the most value—without losing sight of the bigger picture.

— Balancing Ideal vs. Real Constraints

Combining insights from behavioral data, customer feedback, and stakeholder input gave me a more complete picture of user behavior. This multi-source approach led to more confident design decisions.

— Power of Mixed-Method Research

Designing within limitations requires communication and compromise. This project strengthened my ability to adapt design strategies based on available resources and cross-functional feedback.

— Design is Negotiation

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