On The Beach
A travel agent in your pocket
Working in close collaboration with On The Beach, we created a vision for the future of their app. Extensive customer research uncovered many unmet needs of holiday makers and enabled us to map out the customer journey from booking to returning home and recognise missed opportunities.
We defined principles for a context-aware experience, ensuring the app was thinking for travellers at each point in their journey—from anticipation and planning, to travelling to destination, to returning home.
We designed the first iteration enabling the team to launch prioritised features early and often and work towards the vision over time.
This storyboard helped us communicate the vision. It was the culmination of our customer research that uncovered many unmet needs of holiday makers.
We recognised the need for a context-aware app experience. Components would adapt to make it easier for travellers to find what they needed depending on their point in the customer journey.
Previously, all content was on a single view. We improved information architecture, creating a new tab dedicated to exploring the destination. Marketing were empowered to promote ancillaries without affecting the primary user tasks.
The team worked in small iterative releases, we broke down early designs prioritising new features in a way that meant we could release little and often.
