The research, personas and flows behind TripBits, Case Study. The case study covers the decisions; this is the work underneath them.
Understanding who we design for, their motivations, goals, and pain points.
The systemic problems preventing users from completing bookings with confidence.
The tools and methods used throughout the design process.
The process for TripBits was grounded in a straightforward observation: when something goes wrong mid-booking. A price change, a confusing seat map, an unclear baggage policy, people don't just abandon the flow. They abandon the platform. The research shaped the brief. What follows is an honest account of how that understanding drove every design decision.
150 in-depth interviews across frequent and occasional travellers. Identified anxiety triggers, delight moments, and emotional peaks in the existing booking journey.
Plotted emotional valence across the entire booking funnel. Found the exact moments where excitement turned to frustration, the fee reveal, the date picker, the seat map.
Collapsed the 12-step legacy flow into 3 milestone-based steps. Transparent pricing from step one eliminated the dreaded checkout surprise.
Built a component library purpose-built for travel booking: destination cards, smart search, flexible date intelligence, gamified reward chips, and motion transitions.
Tested 3 rounds of high-fidelity prototypes with 40 participants. Each round refined the emotional tone, micro-interaction timing, and pricing transparency cues.