Making it easy for users to discover Pelago products.

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Before the design team proposed their recommendations, I led the team to gather data insights by working with our data science and business insights team. We pulled data using existing event listeners and identified the filters that were frequently used by users in the existing design.

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First, we combined the "Select Date" option with the destination to reduce the number of input fields on the landing page. This change simplifies the user interface and makes searching for the desired destination and date range easier.

Second, we planned to nest all filter options in one place to reduce the number of floating buttons on the landing page. This declutters the user interface and makes it easier for users to access all filter options in one place.

During the usability testing phase, I led the team in designing and coached them on user testing approaches and techniques. After conducting a round of usability testing, the team discovered the following key insights for improvement before moving on to high-fidelity designs.

- For users who have an idea of their intended destination, they would search for their “activity + location”. After which, most would expect to see filtered activities immediately within that particular location.

- Most users were drawn to use the interest bucket tags upon entry to the GPLP and found it as a good way to spark off and trigger their discovery. Some would use the interest tags at the first point of entry to reduce the initial product count.

- Users were drawn to: “Hidden Gem”, “Island Hopping”, “Adrenaline Rush”, “Heritage”

- Almost all users were immediately drawn to use the Dates filter. They would use it as soon as they have a sense of their travel dates to avoid any disappointment and to reduce the activity count displayed.

- The sequence of use of filter functions depends on differing user needs.Some users noticed the filter buttons stuck to the top and found that handy.

- Most users expected and preferred to be shown all filter options upfront as it is more accessible to make their selection and see real-time changes as they adjust their applied filters.

- Some users perceived the tags to be independent of each other to guide and bring focus on their discovery process, which is their main goal of filtering.Almost all users found it useful in providing a hint that their filter selection is on.

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Using all the data and insights gained from usability testing, I led the design team through the hi-fidelity design phase. Below are the final outcomes of our design approach.

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By implementing these improvements, we created a more user-friendly and intuitive way to browse through our range of travel activities and products, leading to an improved user experience and an increase in booking conversions.

The proposed improvements have significantly improved product conversion and UX metrics.

The GPLP infinite scroll boosted PDP views by 20-70%.

...resulted in a higher product impression, with a 20-70% improvement that varied by channel.

Usage of the search bar increased from 3% to 9%, and the use of the Traveller Type filter rose from 5% to 8%.

CTR remained between 2.5-3%. The proposed changes also generated more PDP views.

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