Digital Innovation in Tour and Travel
As an early designer in a travel tech startup, drove significant business growth through user-centric design: increased conversions by 20%, contributed 10% to company revenue with a new rental platform, reduced customer check-in time by 30%, and boosted mobile bookings and operator efficiency.
Role
Product Designer
Service
UX/UI Designer, Brand, Marketing
Company
Peek Travel Inc
😟 SITUATION
In 2015, I joined Peek Travel Inc. as they were making waves in the tour and activity industry. The sector, valued at over $150 billion globally, was ripe for digital transformation. Traditional players like Viator and GetYourGuide were being challenged by tech-savvy startups and established travel giants entering the space.
The industry was largely stuck in manual processes, with many operators relying on paper bookings, phone calls, and spreadsheets. Our challenge was to digitize these operations while addressing the unique needs of tour operators working in diverse settings - from urban walking tours to remote wilderness expeditions.
As a key team member, my role encompassed several crucial responsibilities:
Digitize ways of working for tour operators, overcoming skepticism towards technology.
Understand and accommodate operators' needs in various environmental conditions.
Use user-centric design to generate more bookings.
Find simple digital solutions to complex business challenges, including intricate pricing models and seasonal fluctuations.
Address diverse customer needs and ensure accessibility for all users.
💡 INSPIRATION
A Digital Revolution Across The Tours and Activity Landscape
The tours and activity sector, often referred to as the "things to do" market, has been experiencing a digital revolution. Valued at over $150 billion globally, this fragmented industry has seen rapid transformation with the rise of online booking platforms and mobile technology.
Traditional players like Viator (owned by TripAdvisor) and GetYourGuide have been joined by tech-savvy startups and established travel giants entering the space. Airbnb's expansion into experiences and Google's increasing presence in travel bookings have further intensified competition.
The industry is characterized by its diversity, ranging from small, local tour operators to large, multi-national experience providers. Key trends shaping the landscape include the demand for authentic, local experiences, the rise of last-minute bookings, and the growing importance of user-generated content and reviews.
As travelers increasingly seek unique, Instagram-worthy moments, the pressure on tour operators to digitize, differentiate, and deliver exceptional experiences has never been greater. In this dynamic environment, Peek's challenge was not just to compete, but to innovate in ways that addressed the unique needs of both operators and travelers, setting new standards for the industry.
🎯 APPROACH
Working closely with the Design Director, we employed the Double Diamond Design Process to create five revenue-generating digital products for our B2B SaaS platform. These products encompassed over 50 features across Desktop, iPad, and iPhone platforms, including complex solutions like Channel Management, Master Formula, and a Rentals platform.
Our approach involved:
Innovative Research Methodologies:
Shadowing tour operators to understand real-world workflows
Card sorting exercises to optimize information architecture
Contextual inquiry to gain deep insights into user behaviors and pain points
A/B testing to refine design decisions and improve conversion rates
Hands-on Design and Development:
Creating wireframes and high-fidelity visuals
Facilitating engineer handovers to ensure smooth implementation
Managing project timelines to keep development on track
We developed a suite of innovative solutions under the Peek Pro brand:
Booking Widget:
Mobile-first design for smooth cross-device experience
High customizability to maintain brand consistency
Personalization options to increase conversion rates
Rental Platform:
Tailored to handle diverse rental types (bikes, water sports equipment, etc.)
Integrated flexible pricing models
Implemented inventory management to prevent overbooking
Point-of-Sale System:
Intuitive interface for fast-paced, high-volume environments
Integrated with booking and inventory systems for real-time updates
Offline capabilities for remote locations
On-the-Go Mobile Applications:
Developed for both operators and travelers
Real-time booking management and last-minute deal features
Integrated messaging system
Offline mode for areas with poor connectivity
Channel Management:
Centralized inventory management across multiple booking platforms
Automated pricing updates based on demand and seasonality
Unified dashboard for performance analytics
Throughout the development process, we maintained a user-centric approach, continuously incorporating user feedback and iterating on our designs. This comprehensive strategy allowed us to create a robust B2B SaaS platform that addressed the complex needs of the tour and activity industry across multiple devices and use cases.
🏆 IMPACT AND LESSONS
The Peek Pro suite of tools significantly transformed the tour and activity industry:
The redesigned booking widget increased conversions by 20%.
The Rental Platform contributed approximately 10% to the company's revenue, opening new opportunities for operators. A design patent is registered for an innovative feature.
The Point-of-Sale system reduced customer check-in time by 30%, improving on-site experience for both operators and customers.
Mobile applications increased mobile bookings and improved operator response times.
Channel management system users saw an overall increase in bookings across platforms.
These innovations not only digitized operations for tour operators but also set new standards in the travel tech industry, positioning Peek Travel Inc. as a leader in the space.
Key Lessons Learned:
User-Centric Design is Non-Negotiable: Success is built on deeply understanding and addressing the needs of both operators and travelers.
Balance Innovation with Practicality: While pushing boundaries is important, solutions must solve real, pressing problems for users.
Foster a Culture of Collaboration: Breaking down silos between design, engineering, and business teams leads to more effective solutions.
Celebrate Small Wins: Acknowledging small victories keeps the team motivated and aligned during the challenging startup journey.