Viator is where millions of people worldwide go to book travel tours and activities, and we needed to create a mobile website to support them on the go. I joined the team to redesign the mobile web experience.
Product Designer
Booking Travel with Viator, a Tripadvisor company
The existing website interface worked on desktop, but it was overwhelming on a mobile device.
I interviewed travelers to identify our customer's needs: What steps do they take to start planning a trip? What resources do they use? Our goal was to design a mobile experience that elegantly curates tour and activity ideas and also enables them to access their bookings during the trip.
Process
I explored options for guiding users to complete a transaction on the tour detail page. We A/B tested 2 button placements and saw a 21-26% conversion decrease with the persistent button compared to the button at the top right.
Introducing: An optimized mobile website
I designed a dedicated mobile website which is completely distinct from the full desktop site, with a separate URL that has a subset of features from the desktop site. Travelers on-the-go are now able to search and explore tours and activities near them, set filters based on preferences, and access important details about their bookings.
I played with numerous layouts for sorting and filtering based on travel dates and availability.
✅ Mobile bookings increased significantly post-launch.
✅ Viator was acquired by TripAdvisor shortly after after launch.
We shipped a seamless mobile web experience to all travelers.
✅ Optimized iOS and Android apps to align with mobile web for a cohesive cross-platform experience, and the app was named Honoree for 2015 Webby Awards and Best app for Travelers by Travel + Leisure in 2014.
