Context of the project
One of Australia's largest ravel agency wanted to re-vamp their B2B holiday booking agent platform. 6 different legacy applications which were note having H2H connectivity needed to be replaced with a centralised online platform.
THE PROBLEM
The agents are spending a considerable amount of time generating holiday quotes, resulting in significant inefficiency.
The agents dedicate a substantial amount of time to create holiday quotes, leading to notable inefficiencies in the process.
THE GOAL
To develop a solution that enables agents to serve more customers an enhanced holiday planning experience.
To enhance the conversion rate and attract more customers to plan their holidays, while simultaneously reducing the costs associated with agent-assisted holiday planning through an improved system.
RESEARCH: Talking to Agents
6 distinct legacy systems, no H2H connectivity, limited customer participation
36 agents interviewed remotely, globally
Agents use 6 different legacy applications
Agents utilize six distinct applications for searching and managing components such as hotels, flights, cars, etc., for holiday planning.
Manually booking, time consumed calls with suppliers
As there is no capability for host-to-host booking, agents manually handle all the bookings one by one.
Customer participation is extremely minimal.
Due to the manual & complex process, user engagement is significantly low which makes it challenging to address 100% of the customer's needs.
RESEARCH: Talking to Customers
Too many changes, Limited personalisation
12 customers interviewed remotely
Overwhelmed by back-and-forth changes
Agents utilize six distinct applications for searching and managing components such as hotels, flights, cars, etc., for holiday planning.
Limited personalisation in suggestions and outcomes.
As there is no capability for host-to-host booking, agents manually handle all the bookings one by one.
How might we, create holiday plans or book created itineraries in less time collaboratively with customers ?
SOLUTION
Key product segments
Booking Flows
Enable agents to search and book while cross-selling other shopping cart items and ancillaries to increase yield. Easily manage pricing, discounts, and promotions in real-time.
B2B Dashboard
The agent dashboard enables the user to track and monitor real-time data and reports to enhance operational efficiencies and decision making.
Admin Portal
A centralised and intuitive portal that simplifies the management and setting up of business rules, theming and reporting to fit the business objectives.
DESIGN SYSTEM APPROACH
Design system architecture
For consistency and adaptability to the flexible UI needs of white-labeling, I established a centralized design system. Although I initially began with an Atomic approach, I modified it to be less rigid. My main critique of the Atomic approach is its tendency to introduce complexity as the system matures. Therefore, I structured it differently.
Snippets of tailored components
Designs: Hotel search, booking..
↑ Hotel search listing and cruise detail page/view
↑ Hotel booking confirmation page
Designs: Cruise Search, booking
↑ Cruise search listing and cruise detail page/view
↑ Cruise deck selection page
Designs: Dashboard
↑ Agent dashboard
↑ Agent dashboard main entry point page
Designs: Payment flow
↑ Booking summary Page
↑ Confirmation page of booking flow
Impact
Increased the Holiday Booking conversion rate by 30%.
Cost lowered by 6 legacy systems
Boosted agent operational efficiency by 36%.
White labeled designs
↑ Home/landing page design
↑ Search results listing page of white labeled version
That's a wrap. Thank you for reading!