tiket.com Discover
Company
tiket.com
Timeline
March 2020 - December 2020
Role
Product Designer & User Researcher
Overview
Most OTAs only cover booking, but travel planning begins long before that. With information scattered across sources, this project centralizes everything—from inspiration to booking—for a seamless experience.
User insights
Travel information is scattered, forcing users to switch apps for inspiration and booking, creating a frustrating experience.
We discovered that travel information is scattered, forcing users to switch between multiple apps for inspiration and booking, making the process frustrating.
Aligning intentions
Gathering input from internal and external sources helps define the project direction and prioritize feedback effectively.
Analyzing user behavior on Tiket.com
We examined user journeys to understand behaviors and intentions within our app.
Key travel triggers: Identifying what inspires users to travel helps position Tiket.com as the perfect source of inspiration.
Exploring destination choices
We analyzed user behavior in the dreaming phase to understand how they decide on a destination.
User insights: Research revealed key information users seek during the exploration phase.
Key findings: Our research identified three main factors influencing destination decisions.
Framework: Labyrinth
Using the three key considerations, we developed the Labyrinth Framework to bring clarity and direction to this project.
Why Labyrinth? Travel decisions aren’t linear—like a maze, users navigate different factors to find the best destination. Labyrinth ensures all considerations are connected, allowing users to explore options dynamically and make informed choices.
Competitor Analysis: The Arena
We created a competitor arena quadrant to analyze how other platforms approach this feature, helping us position ourselves strategically.
The quadrant focuses on two key aspects: design style and content type. Most competitors prioritize hard-selling with a cluttered SEA-style layout, except for Airbnb, which stands out with its simplicity.
Based on these insights, we chose a balanced approach—combining a clean, simple design with both inspiring and product-focused content. This allows us to act as both a travel inspiration trigger and a go-to platform for bookings.
Concept & Visualization
Entry Points
Identifying entry points is key to guiding users seamlessly into this feature. This also helps stakeholders understand how users will access and engage with it.
Core Pages
We designed three main pages for the Discover project:
Landing Page – The starting point for exploration.
Curation Page – Showcases personalized travel inspirations.
Destination Page – Provides detailed insights to help users finalize their choices.
Landing Page
Designed to engage users in the trigger and dreaming phases, the landing page serves as a starting point for travel inspiration.
User research and concept testing revealed that travelers expect a discovery hub that helps them consider new destinations and explore what’s next. To meet this need, the Discover landing page features Top, Popular, and Trending inspirations to spark curiosity and guide users toward their next trip.
Curation Page
The Curation Page is designed to inspire users while seamlessly integrating effective product offers, aligning both user needs and internal business goals.
To achieve this, we analyzed various internal needs within tiket.com, recognizing that requirements extend beyond a single use case.
To ensure flexibility, we developed a modular curation system, allowing internal teams to tailor the page based on specific needs. This modular approach enables teams to create curated experiences while maintaining a balance between user inspiration and business objectives.
We also created a design component quadrant to help internal teams select the right modules, ensuring consistency and efficiency in building curated travel experiences.
Curation Page Implementation
Case 1: Seasonal Campaigns
The commercial team needs a curation page for seasonal campaigns such as Homecoming, Christmas, and Year-End Holidays. Their goal is to create a page focused on product offer modules to maximize engagement and conversions. Here’s the designed solution:
By leveraging the modular curation system, the team can easily assemble a page tailored to each campaign, ensuring a seamless blend of promotions and user inspiration.
Case 2: Brand Ambassador Collaboration
The marketing team needs a curation page to support collaborations with Brand Ambassadors, blending inspiration modules with product offers to engage users while driving conversions. Here’s the designed solution:
Case 3: Travel Inspiration
The product team aims to inspire users for their next trip, focusing entirely on inspiration modules rather than direct product promotions. Here’s the designed solution:
By utilizing the modular curation system, each team can tailor pages to their objectives while maintaining a cohesive user experience.
Destination Page
The destination page is a page that contains both inspiration and product offers based on the location.
Lessons Learned
This has been one of the most exciting projects I’ve worked on—almost like building an entire app! Just add a payment page, and it could stand alone 😆.
Through this project, I gained valuable insights, especially in collaboration. Working with multiple teams across different divisions while keeping the user’s needs at the center was a huge learning experience.
I realized that communication and teamwork are essential for designers to bring their vision to life. Fortunately, I had an incredible team that helped bring this project to reality in no time!