ASAPTickets ✦ Travel Agency Product Redesign
ASAPTickets ✦ Travel Agency Product Redesign
Job case
Job case
2023
2023
Role
Product Designer
Scope
UX/UI Design
UX/UI Design
Platform
Web
Web
About project
About project
ASAPTickets is a travel agency specializing in providing users with the lowest available airfares while encouraging direct interaction with travel agents for booking. Unlike traditional online travel agencies, ASAPTickets relies on a C2B (Call to Book) approach. Users search for flights online, see the lowest available fares, and are then prompted to call an agent to secure the deal. The challenge was to enhance the platform’s usability, credibility, and conversion efficiency while maintaining its core business model.
ASAP is divided by different domains - LeadGen & Payment.
LeadGen (Lead Generation) is the primary domain of the website, accessible to all users. Its main objective is to inform potential customers about our services and persuade them to either call us directly or submit a quote request via email. This process ensures a seamless transition of the customer into the payment domain.
The Payment Domain was designed to enable users to independently select flights, review ticket details, add additional services and products, and complete their purchase with or without direct agent assistance.
ASAPTickets is a travel agency specializing in providing users with the lowest available airfares while encouraging direct interaction with travel agents for booking. Unlike traditional online travel agencies, ASAPTickets relies on a C2B (Call to Book) approach. Users search for flights online, see the lowest available fares, and are then prompted to call an agent to secure the deal. The challenge was to enhance the platform’s usability, credibility, and conversion efficiency while maintaining its core business model.
ASAP is divided by different domains - LeadGen & Payment.
LeadGen (Lead Generation) is the primary domain of the website, accessible to all users. Its main objective is to inform potential customers about our services and persuade them to either call us directly or submit a quote request via email. This process ensures a seamless transition of the customer into the payment domain.
The Payment Domain was designed to enable users to independently select flights, review ticket details, add additional services and products, and complete their purchase with or without direct agent assistance.
My Role
My Role
I started as a UX Designer, focusing on analyzing user behavior, identifying friction points, and improving core interactions. Over time, I transitioned into a Product Designer role, leading major redesigns and conversion optimization initiatives. I also worked on shaping the overall design strategy, introduced a cross-product design system, and aligned the user experience between ASAPTickets and SkyluxTravel while preserving their unique branding and market positioning.
I started as a UX Designer, focusing on analyzing user behavior, identifying friction points, and improving core interactions. Over time, I transitioned into a Product Designer role, leading major redesigns and conversion optimization initiatives. I also worked on shaping the overall design strategy, introduced a cross-product design system, and aligned the user experience between ASAPTickets and SkyluxTravel while preserving their unique branding and market positioning.
Main task
Main task
The main task was to bridge the gap between user expectations and the existing booking experience. It was crucial to refine the design in a way that not only improved usability but also increased trust and conversion rates. The project required a deep understanding of user behavior through data analysis, research, and direct feedback to identify pain points and opportunities for improvement. Key priorities included refreshing outdated UI elements, optimizing conversion-driven pages, redesigning the payment flow to improve usability and trust, and developing a unified design system that could scale across multiple products while preserving their unique brand identities.
The main task was to bridge the gap between user expectations and the existing booking experience. It was crucial to refine the design in a way that not only improved usability but also increased trust and conversion rates. The project required a deep understanding of user behavior through data analysis, research, and direct feedback to identify pain points and opportunities for improvement. Key priorities included refreshing outdated UI elements, optimizing conversion-driven pages, redesigning the payment flow to improve usability and trust, and developing a unified design system that could scale across multiple products while preserving their unique brand identities.
Project outcome
Project outcome
Designed new marketing landing pages that outperformed previous versions in conversion rates, improving lead generation and engagement;
Redesigned the homepage and introduced a new ASAP Personal Style, creating a more modern and trustworthy look that enhanced user confidence;
Refreshed key converting screens, optimizing the UI of crucial touchpoints to create a smoother and more intuitive user experience;
Completely overhauled the payment flow, simplifying the checkout process, integrating trust-building elements, and introducing cross-sale opportunities to maximize revenue;
Developed and implemented a cross-product design system for ASAPTickets and SkyluxTravel, ensuring a consistent and scalable design language while maintaining distinct brand identities.
Designed new marketing landing pages that outperformed previous versions in conversion rates, improving lead generation and engagement;
Redesigned the homepage and introduced a new ASAP Personal Style, creating a more modern and trustworthy look that enhanced user confidence;
Refreshed key converting screens, optimizing the UI of crucial touchpoints to create a smoother and more intuitive user experience;
Completely overhauled the payment flow, simplifying the checkout process, integrating trust-building elements, and introducing cross-sale opportunities to maximize revenue;
Developed and implemented a cross-product design system for ASAPTickets and SkyluxTravel, ensuring a consistent and scalable design language while maintaining distinct brand identities.
UX analysis & User Persona
UX analysis & User Persona
To gain a deeper understanding of user behavior and pain points, I conducted a comprehensive research process combining quantitative data analysis and qualitative user feedback.
Using Google Analytics and Looker, I have analyzed demographics and behavioral patterns, revealing that our core audience consists of senior expats, primarily from Asian countries living in the U.S. These users frequently travel internationally with their families and domestically within the U.S.
Hotjar session recordings and heatmaps provided insights into user interactions across different pages and booking flows. Observations highlighted usability issues such as banner blindness, confusing UI layouts, and ineffective call-to-actions that led to drop-offs in key areas.
To gather direct feedback, we have launched a survey addressing service expectations, booking experience, and website usability. This helped pinpoint frustrations with the interface, pricing transparency concerns, and general service expectations.
Additionally, me and team organized user interviews with returning customers, offering a discount reward as an incentive. These sessions helped uncover deeper behavioral insights, validating usability issues and service pain points. This allowed us to understand that one of the problem we had is outdated design that looks just like our competitors with which our customer base had not the best experience. So the key point of redesign was to separate and refresh our brand to ensure trust and fix all the issues with usability we have found during the observations.
To gain a deeper understanding of user behavior and pain points, I conducted a comprehensive research process combining quantitative data analysis and qualitative user feedback.
Using Google Analytics and Looker, I have analyzed demographics and behavioral patterns, revealing that our core audience consists of senior expats, primarily from Asian countries living in the U.S. These users frequently travel internationally with their families and domestically within the U.S.
Hotjar session recordings and heatmaps provided insights into user interactions across different pages and booking flows. Observations highlighted usability issues such as banner blindness, confusing UI layouts, and ineffective call-to-actions that led to drop-offs in key areas.
To gather direct feedback, we have launched a survey addressing service expectations, booking experience, and website usability. This helped pinpoint frustrations with the interface, pricing transparency concerns, and general service expectations.
Additionally, me and team organized user interviews with returning customers, offering a discount reward as an incentive. These sessions helped uncover deeper behavioral insights, validating usability issues and service pain points. This allowed us to understand that one of the problem we had is outdated design that looks just like our competitors with which our customer base had not the best experience. So the key point of redesign was to separate and refresh our brand to ensure trust and fix all the issues with usability we have found during the observations.
Brand refreshment
Brand refreshment
In close collaboration with Graphic & Brand Designers, we redefined the visual identity of ASAPTickets, introducing a fresh and modern brand language while staying true to its original essence. The new logo is not a complete departure but rather an evolution—a more modern, bright, and trend-aligned version of the previous branding.
My role was to bridge the gap between brand identity and product experience, ensuring that the refreshed design was not just visually appealing but also strategically aligned with user expectations and business goals. I contributed by defining the brand strategy in relation to the product, identifying how branding influences usability, trust, and conversions, and ensuring that every design decision reinforced the company’s core value proposition.
In close collaboration with Graphic & Brand Designers, we redefined the visual identity of ASAPTickets, introducing a fresh and modern brand language while staying true to its original essence. The new logo is not a complete departure but rather an evolution—a more modern, bright, and trend-aligned version of the previous branding.
My role was to bridge the gap between brand identity and product experience, ensuring that the refreshed design was not just visually appealing but also strategically aligned with user expectations and business goals. I contributed by defining the brand strategy in relation to the product, identifying how branding influences usability, trust, and conversions, and ensuring that every design decision reinforced the company’s core value proposition.
LeadGen Domain Refreshment
LeadGen Domain Refreshment
The main challenge with the LeadGen domain was its complexity due to an overwhelming number of elements and steps. This made navigation difficult not only for senior users but also for younger audiences.
The goal of the redesign was not just to align the pages with the new brand style but also to simplify the user journey and improve visual clarity. By reducing clutter and emphasizing key elements, we created a more intuitive and engaging experience that effectively guides users toward conversion.
The main challenge with the LeadGen domain was its complexity due to an overwhelming number of elements and steps. This made navigation difficult not only for senior users but also for younger audiences.
The goal of the redesign was not just to align the pages with the new brand style but also to simplify the user journey and improve visual clarity. By reducing clutter and emphasizing key elements, we created a more intuitive and engaging experience that effectively guides users toward conversion.
Over 2023-2024, these design improvements along with more streamlined user journey, visual decluttering, and the resolution of key usability pain points helped slow down the historical decline in conversion rates and user engagement that the product had been experiencing.
Historically, we observed a gradual decline in performance, largely due to an outdated business model, decreasing purchasing power within our target audience, and evolving industry trends in flight ticket sales. However, through a strategic shift in marketing, the introduction of additional products and services, and a fundamental redesign of the user experience, we were able not only to stabilize conversions but, in some months, even achieve growth compared to previous years.
Over 2023-2024, these design improvements along with more streamlined user journey, visual decluttering, and the resolution of key usability pain points helped slow down the historical decline in conversion rates and user engagement that the product had been experiencing.
Historically, we observed a gradual decline in performance, largely due to an outdated business model, decreasing purchasing power within our target audience, and evolving industry trends in flight ticket sales. However, through a strategic shift in marketing, the introduction of additional products and services, and a fundamental redesign of the user experience, we were able not only to stabilize conversions but, in some months, even achieve growth compared to previous years.
Payment Domain Refreshment
Payment Domain Refreshment
The Payment Domain faced significant challenges due to an outdated design and legacy codebase, which often resulted in unexpected errors and technical issues. From a user experience perspective, the interface suffered from poorly sized UI elements and excessive visual clutter, making it difficult for users to complete their tasks efficiently.
One of the major shortcomings was the absence of a multi-step checkout process, which has become a standard practice in modern UX design. Previously, all actions were crammed into a single page, creating a cluttered, overwhelming layout that made the booking process confusing and inefficient.
The redesign addressed these issues by modernizing the interface, refining the visual hierarchy, and implementing a structured multi-step flow. This improved usability, reduced friction, and enhanced the overall payment experience for users.
The Payment Domain faced significant challenges due to an outdated design and legacy codebase, which often resulted in unexpected errors and technical issues. From a user experience perspective, the interface suffered from poorly sized UI elements and excessive visual clutter, making it difficult for users to complete their tasks efficiently.
One of the major shortcomings was the absence of a multi-step checkout process, which has become a standard practice in modern UX design. Previously, all actions were crammed into a single page, creating a cluttered, overwhelming layout that made the booking process confusing and inefficient.
The redesign addressed these issues by modernizing the interface, refining the visual hierarchy, and implementing a structured multi-step flow. This improved usability, reduced friction, and enhanced the overall payment experience for users.
One of the key challenges in the redesign was integrating four new products and services introduced within a year while ensuring they were presented in a structured, non-intrusive way. The goal was to avoid overwhelming users with excessive functionality while gradually engaging them with relevant offerings at the right moments in the booking process.
To achieve this, we carefully structured the sequence of product placements based on their relevance to the user's journey. Initially, products directly related to the flight, such as seat selection, baggage options, and concierge services that were introduced alongside flight details. Next, we presented user-centric products like Dreampass Plus membership (with three subscription tiers) and travel insurance, ensuring they were visible at a point where users might consider added value.
The final step focused purely on payment, keeping it distraction-free. Post-sale services, including car rentals and hotel reservations, were positioned after the ticket purchase. Research and user interviews confirmed that customers typically consider these services only after securing their flight, as many already have accommodation plans or prefer to arrange transportation separately.
This structured approach not only improved usability and decision-making clarity but also optimized cross-sell effectiveness by presenting additional products at the right stage of the user journey.
One of the key challenges in the redesign was integrating four new products and services introduced within a year while ensuring they were presented in a structured, non-intrusive way. The goal was to avoid overwhelming users with excessive functionality while gradually engaging them with relevant offerings at the right moments in the booking process.
To achieve this, we carefully structured the sequence of product placements based on their relevance to the user's journey. Initially, products directly related to the flight, such as seat selection, baggage options, and concierge services that were introduced alongside flight details. Next, we presented user-centric products like Dreampass Plus membership (with three subscription tiers) and travel insurance, ensuring they were visible at a point where users might consider added value.
The final step focused purely on payment, keeping it distraction-free. Post-sale services, including car rentals and hotel reservations, were positioned after the ticket purchase. Research and user interviews confirmed that customers typically consider these services only after securing their flight, as many already have accommodation plans or prefer to arrange transportation separately.
This structured approach not only improved usability and decision-making clarity but also optimized cross-sell effectiveness by presenting additional products at the right stage of the user journey.
Comprehensive Product Design system
Comprehensive Product Design system
Starting in mid-2023, we initiated the development of a comprehensive design system aimed at unifying all company products that share the same business model. These products operate within a common structural framework, visual hierarchy, and core functionalities, while also being built on the same front-end framework. This standardization ensures consistency, scalability, and efficiency across multiple platforms.
As the most widely used product, ASAPTickets became the foundation of the design system, setting the standards for UI components, interactions, and branding. Over time, it was extended to SkyluxTravel, a nearly identical product with a different audience and premium positioning.
Both platforms now utilize a shared component library, enabling seamless adaptation of design elements across products. For instance, a landing page built for ASAPTickets can be almost effortlessly transformed into a SkyluxTravel version using design tokens, with minimal modifications to text and visual elements. This allows for efficient scaling, while preserving the unique identity of each brand and catering to their respective user bases.
Starting in mid-2023, we initiated the development of a comprehensive design system aimed at unifying all company products that share the same business model. These products operate within a common structural framework, visual hierarchy, and core functionalities, while also being built on the same front-end framework. This standardization ensures consistency, scalability, and efficiency across multiple platforms.
As the most widely used product, ASAPTickets became the foundation of the design system, setting the standards for UI components, interactions, and branding. Over time, it was extended to SkyluxTravel, a nearly identical product with a different audience and premium positioning.
Both platforms now utilize a shared component library, enabling seamless adaptation of design elements across products. For instance, a landing page built for ASAPTickets can be almost effortlessly transformed into a SkyluxTravel version using design tokens, with minimal modifications to text and visual elements. This allows for efficient scaling, while preserving the unique identity of each brand and catering to their respective user bases.
Interested in cooperation?
Contact me:
grabbed.pass@gmail.com
Personal website of Artem Udovichenko
Last Update: January 1, 2025
Interested in cooperation?
Contact me:
grabbed.pass@gmail.com
Personal website of Artem Udovichenko
Last Update: January 1, 2025