TravelEase is a well-established online travel booking platform that provides a comprehensive range of services to travelers worldwide. The company is dedicated to simplifying the travel planning process, offering users the ability to book flights, hotels, and rental cars seamlessly through their user-friendly website. This case study highlights my effort to improve the user experience (UX) of their website.

Problem Statement

Primary care physicians face significant challenges in their daily practice, including inefficient workflows, limited access to critical patient data, communication gaps, and the need for enhanced patient engagement. Existing systems often lack customization options and struggle to maintain the necessary security and compliance standards. These issues can hinder the delivery of efficient and patient-centered care, making it essential to develop a tailored solution to address these specific pain points.


The SmartPrime Doc app is designed to empower primary care physicians by streamlining their workflows, improving access to patient data, enhancing communication with patients and specialists, and supporting patient engagement and education.

Business Opportunity

The app is strategically positioned to unlock a range of compelling business opportunities in the evolving healthcare technology landscape. These collective opportunities underscore the app's potential to thrive and make a significant impact in the healthcare technology sector. The opportunities are:



In a world where convenience is king, I expected a smoother booking process from TravelEase. The current website experience left me wanting more. They need to fix this to stay competitive.


User Persona

Design Strategy

The research phase highlighted several critical issues that needed to be addressed to enhance the TravelEase user experience. Therefore to solve this issue, I had to focus on:

  • Simplifying the booking process to reduce user frustration and abandonment.

  • Optimizing website performance to improve page load times and user satisfaction.

  • Enhancing search filters to provide users with more efficient options for narrowing down their travel choices.

  • Incorporating successful features from competitors to stay competitive in the market.


I sketched low-fidelity wireframes to outline the basic structure and layout of the redesigned pages. The wireframes focused on simplifying the booking process, enhancing search filters, and improving the overall layout for a more intuitive user experience.


I translated the wireframes into interactive mockups using Figma. These mockups provided a more detailed representation of the user interface. I added interactive elements such as buttons, dropdown menus, and navigation links to simulate user interactions. Users could navigate through the booking process and access various features.

Validating the designs

I conducted usability testing sessions with our primary users to validate whether the new designs would solve their problems. The goal was to evaluate the usability and effectiveness of the proposed design changes. During testing, participants were given specific tasks, such as booking a flight, applying search filters, and exploring personalized recommendations.

During the session, I observed how they interacted with the prototype and gathered feedback on the clarity of the interface, ease of navigation, and overall user satisfaction. The usability session revealed that it was less arduous to set up a new Audience due to the grouping of related fields. It was easier for the user to identify which forms they had to fill, as advanced settings were now hidden under a collapsable toggle.

Results and takeaways

Since the implementation of the new design, we have seen a significant increase in the conversion rate. This improvement translated into higher revenue as users were more successful in completing bookings. Furthermore, the bounce rate decreased by 10%, indicating improved user engagement and a more compelling overall user experience. User feedback from usability testing highlighted increased satisfaction with the simplified booking process, enhanced search filters, and personalized recommendations.

Notably, website performance was significantly enhanced, with faster page load times contributing to smoother interactions. By incorporating successful features from competitors, TravelEase bolstered its competitive position in the travel industry. These results underscore the project's success in delivering a user-centric and competitive user experience.

Some key takeaways from this project are:

  • User Research is Paramount: Comprehensive user research is the foundation of successful UX design. Understanding user behavior, preferences, and pain points is essential for creating meaningful improvements.

  • Iterate Based on Feedback: Usability testing and A/B testing provided invaluable insights. Iterative design, driven by user feedback and data, led to better results.

  • Invest in Performance: Optimizing website performance is not just a technical concern but a critical UX factor. Fast-loading pages significantly impact user satisfaction.

  • Stay Competitive: Keeping an eye on industry trends and competitor offerings is crucial. Incorporating successful features from competitors can help maintain a strong market position.

  • UX is a Continuous Journey: The conclusion of the project marks the beginning of a new phase in the UX journey. Regular monitoring, user feedback, and ongoing improvement are essential for long-term success.