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From booking to dreaming: designing tiket.com’s new travel discovery experience.

Overview

Most OTAs in Indonesia only cover booking, but travel planning begins long before that. With information scattered across sources, this project centralizes everything—from inspiration to booking—for a seamless experience.

My Role

Product Designer & Researcher

Timeline

Jul 2020 - Dec 2020 (6 months)

View full case study

The Beginning

Once upon a time, people opened tiket.com only when they already knew where to go. They came for discounts, not discovery.

But travel doesn’t start with booking — it starts with a spark. A photo, a story, a “maybe someday.”
That spark was scattered across apps, blogs, and social media — never inside tiket.com.

We saw an opportunity:
What if the journey could begin here?

The Journey

We talked to travelers, mapped their decisions, and realized: planning a trip isn’t linear. It’s a loop of three questions — Budget, Time, and Theme.
That became our Labyrinth Framework, capturing how people truly explore destinations.

Then we studied competitors. Most shouted with promos and clutter.
We chose a calmer voice — simple, visual, and human.

From there, Discover was born:
a space that guides travelers from dreaming to booking.

  • Landing Page sparks ideas.

  • Curation Page blends stories with offers.

  • Destination Page helps finalize plans.


To make it flexible, we built a modular curation system — letting teams create campaign pages or influencer collabs without breaking design consistency.

The Ending

Discover turned tiket.com from a booking app into a place where travel begins. It united product, marketing, and content teams around one shared story — built on collaboration, flexibility, and clarity.

It reminded me that great design isn’t only about solving user pain points;
it’s about aligning teams, empowering them to create, and letting the product grow beyond its surface.

Impact & Achievements:

  • 📈 Increased Daily Active Users (DAU) by transforming tiket.com into a content and discovery hub, not just a booking platform.


  • 💡 Enabled faster brand collaborations — the marketing team could easily pitch thematic, centralized experiences to partners and influencers.


  • 🧭 Improved internal workflows — content teams now manage blogs, promotions, and placements within a single Discover internal tools.


  • 💰 Boosted revenue streams — growth not only from bookings, but also from brand partnerships and sponsored content.