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A full case study | Turning tiket.com into a destination for travel discovery
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
Most online travel agencies (OTAs) only focus on booking — but planning begins long before that.
Through research, we found users were constantly jumping between multiple apps to look for inspiration, reviews, and deals. This created friction, confusion, and lost opportunities for engagement.
Our goal was clear: transform tiket.com from a booking platform into a place where travelers start their journey — from inspiration to booking — in one seamless flow.
Understanding users
We began by mapping how people currently find travel ideas.
Users relied on blogs, social media, and competitor sites like Trip.com and Klook for inspiration, then switched back to platform like tiket.com only when ready to book. This fragmented behavior revealed one major insight:
"Travel inspiration and booking were disconnected."
The root cause? Information wasn’t centralized. Travelers couldn’t explore destinations, learn details, or act on them within a single platform.
Aligning business intentions
We involved internal teams early — from marketing to commercial — to align on shared goals.
Each team had different needs:
Marketing wanted flexible campaign pages.
Commercial needed space for brand partnerships.
Product aimed to build a discovery flow that inspired users.
Mapping these intentions helped us define a unified north star: create a discovery experience that balances inspiration with conversion.
Key insights
Through behavioral research, we identified three primary drivers behind travel decisions:
Budget – how much users are willing to spend
Time – how much time they have
Theme – what kind of experience they want
These became the foundation for our framework.
The Labyrinth Framework
We developed the Labyrinth Framework to mirror how travelers actually make decisions — not in a straight line, but through loops of emotion, curiosity, and constraints.
It connects Budget, Time, and Theme, helping users explore dynamically while giving teams a shared structure for decision-making.
Defining the experience
We designed three key pages to guide users from curiosity to conversion:
Landing Page — sparks exploration through trending destinations and stories.
Curation Page — balances inspiration and offers, tailored to internal team needs.
Destination Page — blends local insights and product details to help users finalize bookings.
Modular Curation System
To make the system scalable, we built a modular curation framework — allowing different teams to create customized pages (for campaigns, influencer partnerships, or travel themes) while maintaining a consistent user experience.
We also introduced a Design Component Quadrant, helping non-design teams choose the right content modules easily and consistently.
Case 1 — Seasonal Campaigns
The commercial team used the system for high-impact seasons like Homecoming, Christmas, and Year-End Holidays.
They could now assemble pages focusing on product modules such as flights or hotels, driving higher engagement and conversions without extra design overhead.
Case 2 — Brand Ambassador or Influencer Collaborations
The marketing team used the same system to create curated pages for influencer and brand collaborations — blending storytelling with product promotion.
This flexibility turned Discover into a key space for co-branded campaigns and social proof experiences.
Case 3 — Travel Inspiration
The product team leveraged the framework to inspire users with time-, budget-, and theme-based content.
From “Autumn Getaways” to “Local Wisdom Trips,” Discover became a playground of inspiration that connects emotion with action.
Case 4 — Destination page
Hub for specific destination contains all useful informations and products related to the destination.
The Discover feature evolved into a flexible ecosystem that unified multiple teams and user needs under one coherent system — shifting tiket.com’s identity from a booking tool to a travel discovery platform.
Achievements
📈 Increased brand collaborations — by offering a single, themed source of truth for campaigns and influencer partnerships.
⚙️ Improved internal efficiency — content, marketing, and product teams could now manage promotions and content within one shared tool.
📊 Boosted DAU (Daily Active Users) — by expanding beyond transactions to inspiration and storytelling.
💰 Increased revenue — from both bookings and new brand partnership deals.
