Industry Overview
Travel is one of the most competitive and high-abandonment categories online. A poorly designed booking flow costs real revenue every hour. Research-led UX turns complex, multi-step journeys into experiences travellers complete with confidence.
High cart abandonment on booking flows, real-time price and availability complexity, trust barriers around payments and cancellation policies, multi-device journeys where users research on mobile and book on desktop, and fierce competition from aggregators.
Travellers want clarity on price, flexibility on changes, and confidence in their booking. They need fast search with powerful filters, transparent policies written in plain language, and seamless handoffs between discovery, planning, and purchase.
Booking abandonment rates in travel average 81%. Research by Baymard Institute shows that simplified checkout flows reduce abandonment by 35%. Every percentage point recovered on a high-volume booking platform translates directly into significant additional revenue.
Our Services
Every service is tailored to the specific user needs, compliance requirements, and business goals of Travel & Tourism products.
End-to-end booking flow UX from search and filter through seat selection, ancillary upsells, payment, and confirmation. Designed to minimise friction, build trust at every step, and maximise completion rates.
Native mobile UX for flight, hotel, and holiday apps. Research-led design covering discovery, booking, trip management, offline access, and post-trip loyalty flows optimised for the small screen.
Complex search interfaces simplified. Flight search with flexible date grids, hotel map search, filter systems that surface the right results without overwhelming users, and predictive destination search.
Checkout and payment UX that reduces anxiety and increases purchase confidence. Transparent pricing, clear cancellation policy display, security signals, and payment form design optimised for conversion.
Loyalty programme interfaces, member dashboards, points redemption flows, and personalised recommendation UX that deepens traveller relationships and drives repeat bookings.
Moderated usability testing with real travellers, booking funnel analysis, heuristic audits of existing flows, and competitive benchmarking against leading OTAs and booking platforms.
Why UX Pacific
Research rigour, industry context, and senior-led execution on every project, so your design works for real users and real business goals.
Every decision is grounded in real user evidence, interviews, usability tests, behavioural data, not assumptions or visual preference.
We understand the compliance requirements, user expectations, and competitive landscape specific to Travel & Tourism, not just design principles.
WCAG 2.1 AA compliance and inclusive design are built into every project from the start, not audited in at the end.
Token-based component libraries that keep your product consistent at scale and help your engineering team move faster with confidence.
We tie every design decision to conversion, retention, and engagement goals, so every deliverable moves a metric, not just a pixel.
Every engagement is led by a senior UX strategist from discovery to delivery. No work passed to juniors or offshore teams.
How We Work
A structured, transparent six-stage process, from first brief to developer handoff, that eliminates guesswork and delivers measurable results.
Align with stakeholders to surface business goals, user needs, and constraints before assuming any solution.
Stakeholder WorkshopsUser interviews, usability sessions, surveys, and competitive audits to gather evidence, not opinions.
User Interviews · Usability TestsRaw data becomes structured insight, pain points ranked by impact, opportunities identified, findings documented.
Insight Reports · Journey MapsWireframes and high-fidelity UI screens built directly from research, accessible, responsive, and brand-aligned.
Wireframes · UI Screens · PrototypesModerated usability testing on real prototypes identifies friction before development begins, saving costly rework.
Prototype Testing · IterationOrganised Figma files, design tokens, annotated specs, and export-ready assets, everything your team needs.
Dev Handoff · Design TokensGet Started
Share your product and we will give you an honest review, what is working, what is losing users, and exactly what to fix first.
Designing Experiences, Not Just Interfaces
