DYNAMIC PACKAGES SYSTEM
Fully customisable white label platform to sell hotel and flights packages to airlines company users
OVERVIEW
- What is it? An advanced website to sell holiday packages
- Who is the target audience? Airline companies users
- Who is the client? Airline companies
- What was the challenge? Our company had an outdated version of DPS (Dynamic Packages System). My team took the challenge to re-do it and make it much better.
- What was the risk? We had to prove that it was worth the effort to create something new.
- What was my role? As the main Product Designer, I was involved in all phases of the project. From UX research, design prototypes to pixel perfect coded pages.
- At the end? We produced an excellent website!
Storyboard for Packages Website
UX RESEARCH
We conducted some user interviews with users of the old platform. From the interviews we came to some conclusions about the way the user looks for an hotel, filtering options and the importance of flight availaility. Then created scenarios and a simple storyboard. From this simple design we moved to higher fidelity mockups which we converted to a prototype. We sent it to the partners at Singapore Airline for testing, the feedback was good and after some changes we m0ved to final designs and writting requirements for the developers.
HOMEPAGE
As part of the user research we conducted, the main goal for the homepage was “When I enter the homepage, I want to search for a holiday”. That’s why the main element is the searchbar. It is wrapped in a big hero banner with beautiful holiday pictures and marketing messages, but it stays as the main focal point.
The homepage has the look and feel of the main airline brand and has elements that were created to enhance the user experience from the moment they get to the website.
Below the hero banner we added specific holiday deals thinking of the user that doesn’t have a specific destination in mind. We got this to this conclusion from user interviews.
All the content in the homepage is controlled by a CMS.
Singapore Airlines Holidays
easyJet Holidays
Luxair City Break
SEARCH RESULTS
User interviews: We asked users of the previous platform what is important for them when searching for a holiday. Many of them said that they want to see a visual view of the hotels in a map and not just see them in a list.
Design for the user: We added many filtering options and information to give the user the best way of choosing a holiday.
Design to convert: Following the principles of conversion-centred design, I designed every holiday component with big contrast images and implemented clear CTA buttons surrounded by white space to help the user find out where the action should be taken.
Prototypes and testing: I created varios designs and conducted user tests within the team. We were lucky to work in an international company so the flow was tested in offices around the globe. When we were happy with the flow, I created high fidelity prototypes and sent them to the client (Singapore Airlines) for aproval.
HOLIDAY DETAILS
This page was a big challenge for me because there are four actions in this page:
• Give the option to change holiday dates, destinations and occupancy
• View flight details or change flights
• View room details or change the selected rooms
• Continue to checkout page
At first we developed a whole different design, but the conversion of the page was low. I changed the whole concept of the page and created a “basket” to include the holiday information and links for easier navigation. We A/B tested the new design and the results were clear, the new design improved conversions so we kept it and kept improving it.
MY ROLE
As the main UX/UI designer, I was involved in all phases of the project.
- User interviews
- Creating scenarios and storyboards
- Wireframes and prototypes for user testing
- Website Design & HTML Development
- Product requirements for R&D team
- Pixel perfect results
- Coordinate business requirements
Contact
dafnasu@gmail.com +972 054 2163228