TUI wants to get closer to younger generations in a more direct manner by offering its own products through a new website adapted to the needs of an increasingly large and demanding niche, starting on October 2023 in Portugal.

🚩 Problem statement

The rise of mobile use, internet globalization, and the popularity of social media have significantly increased the percentage of users who plan their trips autonomously in the post-COVID era.

Despite the growth in competition and the number of users, TUI lacks a website that caters to the market's needs due to its business model in the Iberian region.

🔎 Research and Empathise

Competitors Analysis

I conducted a competitors analysis to explore existing products that address the same job to be done or cases of success.

Qualitative Research: Interviews / A-B testing

Once the squad identified the target audience, we selected individuals aged 25-35 who are accustomed to booking travel autonomously, and I conducted video interviews with them. These individuals are familiar with booking various leisure activities online, including flights, hotels, rental cars, tickets, and meals.

Subsequently, I conducted a straightforward A-B test, and the results accurately pinpointed user needs.

🎯 So, what's needed?

The market is increasingly calling for user-friendly solutions that simplify the travel planning, budgeting, and booking processes:

• Ensure the interface is straightforward and easy to navigate.

• Provide personalized recommendations to enhance the user experience.

• Emphasize the delivery of unique and authentic travel experiences.

• Foster partnerships with local businesses to add value.

Interestingly, a recurring insight from users is the reliance on trusted platforms like Booking, Expedia, and eDreams. This underscores the need for TUI to invest in digital marketing, strengthening our online presence to establish that same level of trust.

🏁 Core objective

We must create a user-friendly website tailored to end consumers, simplifying the process for travelers to plan, budget, and book personalized trips. Additionally, the company aims to integrate a selection of its top products into the solution.

📌 Focus

It's also noteworthy that TUI has recently undergone a global rebranding, and we take pride in being the first to implement it on our website. (But, this will be also challenging 😅)

⚔️ The challenge

The industry has been dominated by native mobile apps in recent years, and we must be prepared to compete against these giants without the need for our own app.

In light of this, we should create an easy-to-follow flow for navigating the website, regardless of the device our users are using.

As you already know, due to the absence of an app, the company needed to ensure that the content display and mobile navigation were flawless.

And that's something that we achieved after a thousand meetings with multiple departments. Take a look! https://www.tui.pt

An interface design is a living organism that is constantly evolving, adapting to the business and the needs of a changing user. That's why we continue to work hard on improving some of the screens you've seen here, and they may differ slightly from reality at the time you read this.