Project Summary
- A mobile app and web service renewal design project for travelbook.ph, an online booking service for the Philippine market.
- In 2018, the project was evaluated by Google × Accenture and ranked 4th among top travel brands in Southeast Asia, achieving the region’s highest scores in both findability (visibility and usability) and design quality.
- In 2018, the project was evaluated by Google × Accenture and ranked 4th among top travel brands in Southeast Asia, achieving the region’s highest scores in both findability (visibility and usability) and design quality.
About
- Travelbook.ph (Traveloka portfolio company) is a travel platform that allows users to book hotels, tours, tickets, and restaurants across the Philippines.
- For this project, we were responsible for the entire renewal process, including UI design, production supervision, and quality control for both the mobile app and web service.
- Based on extensive research into local market characteristics, user environments, and behavioral patterns, we designed a UI optimized for target personas, balancing intuitiveness and usability.
- During the initial design phase, the project manager visited Japan, where we conducted in-person discussions to collaboratively define the service structure and overall UI direction.
- Throughout the development phase, we worked closely with local engineers to accurately communicate design intent and UI specifications.
- For this project, we were responsible for the entire renewal process, including UI design, production supervision, and quality control for both the mobile app and web service.
- Based on extensive research into local market characteristics, user environments, and behavioral patterns, we designed a UI optimized for target personas, balancing intuitiveness and usability.
- During the initial design phase, the project manager visited Japan, where we conducted in-person discussions to collaboratively define the service structure and overall UI direction.
- Throughout the development phase, we worked closely with local engineers to accurately communicate design intent and UI specifications.
Outputs
- In the previous design, the first view displayed only “Sign Up” and “Log In” buttons, limiting the ability to communicate service value and usage scenarios.
- Adoption of a visual-driven UI format centered on photography, shifting the structure toward an experience-first presentation.
- Information design that allows the appeal of travel and experiences to be intuitively understood before user interaction.
- Visual tone designed for relatively affluent young users in the Philippines, emphasizing brightness, positivity, and enjoyment.
- Design decisions informed by repeated visits to the Philippines and a deeper understanding of local culture and sensibilities.
- Improved navigation and user flows, with strengthened access to high-frequency and high-priority features from a usability perspective.
- Adoption of a visual-driven UI format centered on photography, shifting the structure toward an experience-first presentation.
- Information design that allows the appeal of travel and experiences to be intuitively understood before user interaction.
- Visual tone designed for relatively affluent young users in the Philippines, emphasizing brightness, positivity, and enjoyment.
- Design decisions informed by repeated visits to the Philippines and a deeper understanding of local culture and sensibilities.
- Improved navigation and user flows, with strengthened access to high-frequency and high-priority features from a usability perspective.
