Introduction

As the first and only product designer at Traworld, I took on the challenge of enhancing the user experience on our online travel marketplace. Faced with a high bounce rate and a cumbersome user journey, my role involved leading a redesign initiative to address these challenges and optimize the platform for travellers and merchants.

Quantifying the impact

• The original application grappled with a substantial bounce rate of 52% at the product detail page.
• Only 23% navigating to the checkout and completing the purchase.
• The process demanded a minimum of 10 clicks for a traveller to make a purchase, resulting in user frustration.

This friction prompted users to frequently resort to customer support for manual purchases after initially exploring products on the website.