BEFORE
↕ ScrollOld experience
Dense content, multiple choices and a less guided path through the package-building experience.
AVIATION · B2C · UX/UI
Kulula.com - Combine & Save
Creating a clearer, more flexible way for travellers to combine flights, hotels and car hire while keeping the value proposition easy to understand.
Target User
Travellers looking for better value by combining flights with hotel accommodation and/or car hire.
Design Process
Discover → Define → Design → Validate, supported by research, analytics, journey mapping and iterative testing.
Project Context
Aviation / B2C · kulula.com · 2019–2022
Methods / Skills
Google Analytics · User research · A/B testing · Customer journey mapping · UX/UI
Objectives
TrafficIncrease product visibility and engagement.
ConversionsUnderstand where users succeed or struggle in the booking funnel.
Customer engagementMake the value of combining travel products easier to discover and act on.
01
Understand
Research user needs, expectations, behaviours and existing booking friction.
02
Define
Frame the journey, identify pain points and prioritise the moments that matter.
03
Design
Turn insights into clearer flows, UI patterns and package-building interactions.
04
Validate
Use analytics, A/B testing and feedback to iterate toward a stronger experience.
01 · UNDERSTAND
Understanding what users want and need from Combine and Save
I started by conducting user interviews, competitive analysis and contextual observations. My goals were to learn:
- What are users’ expectations, frustrations and emotional states when using the combine-and-save experience?
- What leads to cart abandonment?
- How often are users re-directed, and where does that affect confidence?
VALUEUsers needed to understand the saving proposition before investing time in building a package.
CONFIDENCEExtra steps and redirects could make the journey feel fragmented.
CONTROLTravellers wanted flexibility without having to decode a complicated bundle structure.
02 · DEFINE
Customer Journey
The journey highlights where curiosity turns into confidence — and where choice, unclear value or redirects can create friction.
JOURNEY
01Discover
02Explore
03Build
04Compare
05Complete
User goal
Find a better travel deal.
See what can be combined.
Create a package that fits the trip.
Check value, details and flexibility.
Book with confidence.
User action
Arrives on the product page.
Browses flight, hotel and car options.
Selects destination, dates and products.
Reviews price and package contents.
Continues through booking and confirmation.
Emotion
Curious
Excited
Focused
Uncertain
Confident
Pain point
Value proposition may not be immediately clear.
Too many choices can increase cognitive load.
Bundle logic can feel complex.
Comparison and redirects can interrupt flow.
Any loss of context reduces booking confidence.
Opportunity
Make savings visible early.
Guide users with progressive choices.
Explain the combo in plain language.
Keep price, inclusions and next step visible.
Carry context through to completion.
KEY INSIGHT
The experience needed to feel less like assembling separate travel products and more like confidently building one complete trip.
03 · DESIGN
Old design → New design
A simple before-and-after view makes the evolution easy to scan. Scroll inside each frame to explore the full page.
AFTER
↕ ScrollNew experience
A clearer hierarchy and stronger visual guidance help users understand the package and move forward with confidence.
01 · CLARITYMake the core value proposition immediately visible.
02 · GUIDANCEBreak a complex task into understandable steps.
03 · CONFIDENCEKeep package contents, pricing and next actions easy to compare.
04 · VALIDATE
Outcome / Impact
USER
A more understandable route from discovering a travel bundle to comparing and completing it.
BUSINESS
Clearer product communication supports engagement with combined travel offers and the booking funnel.
DESIGN
A journey-led approach connects research signals, information hierarchy and interaction decisions.