Refined Booking Experience for Tour Guests

Disclaimer: This project was undertaken during full-time employment at Admit One, and they retain all copyright ownership.

Project Overview

Our assignment encompassed the redesign of the event and tour booking flow across the diverse Bacardi brand websites, with the primary objectives of enhancing user experience and aligning the aesthetics with each site's distinct frontend design while the flow for each was the same.

By harmonising functionality and refining the user journey, we successfully revitalized the booking experience for each Bacardi brand website, resulting in an intuitive, visually cohesive, and user-centric booking process that resonates with the essence of each brand.

Role

Lead Designer

My Responsibilities

Brainstorming & Ideation
‍Wireframing & Information Architecture
Presentations to Stakeholders
Low & High Fidelity Prototypes

Streamlining the Process

A significant transformation within the project entailed streamlining two distinct booking flows into a single, cohesive process. The previous approach required customers to choose either a date or a specific event path, which led to separate flows, with the customer needing to exit that flow if they changed their mind about anything. Our redesigned solution introduced a unified Date & Tour Selection page, ensuring consistency regardless of the entry point. This innovative design allowed for seamless transitions between different booking preferences or event choices, empowering users to fluidly explore their options without disruptions.

Reducing Page Jumping

One enhancement incorporated into the project was the introduction of a ticket quantity selector at the outset of the booking process, before the actual ticket selection step. This feature enabled customers to exclusively view events with available ticket quantities matching their selection to reduce the amount of back and forth throughout the process. Furthermore, the chosen ticket quantity would be pre-filled on the subsequent ticket selection page, whilst affording users the flexibility to adjust their choice if needed.

Introducing Upsell

Addressing Bacardi's desire for upselling opportunities, our solution seamlessly integrated the ability to promote and offer premium tours to users. By strategically introducing this option within the ticket selection process, users were presented with the opportunity to upgrade without disrupting their booking journey.