Sam Judge

On The Beach

Better travel

Client
On The Beach
Year
2024
Sector
Travel
Discipline
Product, Research
On The Beach app on a phone beside a laptop, showing the hotel overview and things to do

Working in close collaboration with the product team at On The Beach, I 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 a detailed customer journey.

I 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.

The first iteration of the design enabled the team to launch prioritised features early and often and work towards the vision over time.

Storyboard of a family's journey after booking a holiday, from countdown to travelling home
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.

App components that change between the days before travelling and the day of travel
App screens: hotel overview with travel wallet and countdown, and hotel detailsApp screens: the Explore tab with things to do, and the Overview tab with flight details
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.
Annotated designs for the first version of the new booking tab

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.