2018 — 2019GetYourGuide
GetYourGuide is a travellers’ marketplace who provides tours, tickets and experiences across the world. As Senior Product Designer in search and discovery mission team, I was working towards improving the user experience for travellers, especially in the planning phase, so that they can decide and book seamlessly in our platform. Our vision was to transform the traditional booking platform concept to an incredible discovery experience that more closely aligns with the user’s mental model.
Key contributions — Design Strategy & Execution, UX Research, Design Systems
Travellers find it difficult to differentiate between activities and understand how to experience a destination on GetYourGuide platforms. Activity descriptions are often very similar (e.g. title, reviews, price) and they aren’t organized in a proper way.
At the start, more people left our site quickly, especially on mobile, even though mobile visits grew by ~40% in 2 years.
We believe that creating a new category structure and product flow for the discovery experience will increase conversion rate, decrease bounce rate on landing pages and decrease customer reaches due to differentiation problem.
Minimum viable product (MVP) for desktop and mobile web.
We believe that moving side navigation to horizontal navigation on experience page on desktop will result in more customers interact with the navigation to narrow down their search because we know from qualitative search that some users did not pay attention to the side navigation without a prompt.
Other work highlights.
I played a key role in developing the design system foundations, expanding the icon set, and crafting guidelines for both designers and developers.
I led the adoption of new colors, typography, buttons and spacings across our product touchpoints, incorporating these updates in our sprints.
Outcome.
Increased conversation rate.
+5% desktop, -1% mobile
Based on various qualitative research, we have validated the new discovery experience was well received and we got positive commentaries on the design, flow and the contextual information for decision making.
Improved discovery experience.
Team.
Shivani Berry — Product Manager
Dilara Neutze — Lead Designer & Researcher
Leandro Lages — Engineering Manager
Bhavna Banerji — Senior Frontend Engineer
Nico — Senior Product Manager
Ian Good — Senior Content Designer