CTRS : A Tour Operator
Project overview
The CTRS Booking Engine project was an innovative solution aimed at simplifying and streamlining the booking process for travel bookings and event reservations. The goal was to create an intuitive, user-friendly platform that not only enhanced user experience but also supported CTRS in managing bookings efficiently and meeting business goals.
As the UI/UX Designer on this project, I collaborated closely with a diverse team at Netmechanics, including a project manager, a copywriter, and two developers. Together, we approached the project from a user-centered perspective, focusing on the end-to-end user journey and creating an experience that was seamless, accessible, and engaging. I led the design and prototyping phases, working to ensure that each interface element aligned with CTRS’s brand identity while also maximizing functionality and ease of use.
The outcome was a robust, user-friendly booking platform with integrated features such as real-time availability, dynamic pricing, and multi-step checkout. The design addressed key user pain points by providing a clear, efficient booking flow that minimized friction and improved the overall customer experience, making CTRS’s booking process a standout in its industry.
The Problem
CTRS faced a major challenge: they lacked a booking engine or form on their website, making it impossible for users to book any tour directly online. Without a digital booking solution, potential customers were forced to rely on time-consuming and inconvenient methods like phone or email to make reservations. This limited CTRS’s ability to capture bookings efficiently and likely resulted in missed opportunities as some users opted for more convenient alternatives from competitors.
For CTRS, the absence of an online booking engine also meant that they couldn't offer real-time availability or a seamless booking experience, both of which are now standard in the industry. This gap not only impacted user experience but also placed an administrative burden on their team, who had to manage bookings manually.
Exploration
Personas
Maria Papadopoulos
Age: 34
Occupation: Marketing Manager
Location: Athens, Greece
Background
Maria is a busy marketing manager who frequently travels for both work and leisure. She values convenience and efficiency and prefers to book her travel accommodations online to avoid lengthy phone calls or back-and-forth emails.
Goals
- Find and book accommodations quickly and without hassle.
- Check real-time availability and confirm bookings instantly.
- Access clear information on cancellation policies and booking terms.
Frustrations
- Dislikes overly complex booking processes or hidden fees.
- Has experienced frustration with manual booking methods that lack immediate confirmation.
- Prefers a straightforward booking experience with transparent pricing and minimal steps.
Nikos Dimitriou
Age: 45
Occupation: Small Business Owner
Location: Athens, Greece
Background
Nikos owns a small business and occasionally organizes company retreats and client meetings in various locations. He prefers simple, intuitive websites and tends to get frustrated with complicated online forms. Nikos is also price-conscious and wants to ensure he’s getting a good deal.
Goals
- Find reliable booking options that cater to his budget.
- Easily navigate the booking engine without needing technical assistance.
- Book multiple rooms or group accommodations for business purposes.
Frustrations
- Finds some booking systems confusing and frustrating, leading him to abandon the process.
- Lacks trust in booking platforms that don’t provide clear pricing or secure payment options.
- Is often disappointed with booking sites that aren’t mobile-friendly.
Ideation
I didn't create any sitemap because the client only wanted a booking engine
User Flow
Wireframes
I've created high-fidelity wireframes for both desktop and mobile, on user flow.
A few takeaways for the wireframes:
- Our task was to create only the booking engine so we didn't do anything to the header and the rest
- After you press 'Select Tour' there will be a similar screen showing the form fields filled
UI Design
I've created a design system we are going to use.
High-fidelity key-screens
Reflection
The CTRS booking engine initiative allowed us to build an online booking system from scratch. I collaborated with a diverse team, including developers, a project manager, and a copywriter, to create a user-friendly platform that adapted to users’ needs.
A key lesson was balancing simplicity with functionality. We designed an intuitive interface for newcomers while incorporating advanced features like real-time availability and dynamic pricing. Continuous testing and feedback during prototyping were essential for achieving this balance.
The project underscored the value of collaboration, with each team member’s insights enhancing the final product. Working closely with developers deepened my understanding of technical constraints and design impacts.
I take pride in how the project addressed CTRS’s challenges and improved the customer booking experience. If I were to revisit it, I would focus more on the icon library and to further boost usability.
The CTRS booking engine exemplifies how strategic planning and collaboration can solve real-world problems, making it one of my most rewarding projects.
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