Ux/UI Study case 2026

Ux/UI Study case 2026

TicketGo Tourism

TicketGo Tourism

Designing a hyper-intuitive travel and booking platform for
global travelers through rigorous user research and intuitive design.

Designing a hyper-intuitive travel and booking platform for
global travelers through rigorous user research and intuitive design.

Check Prototype

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  • TICKETGO TOURISM 2026 EDITION

  • UX/UI CASE STUDY

  • EMPOWERING MODERN EXPLORERS

  • REDEFINING THE JOURNEY

My Role & Skills

I led the end-to-end design process, translating research insights into a scalable product experience while collaborating closely with product and engineering teams.

I led the end-to-end design process, translating research insights into a scalable product experience while collaborating closely with product and engineering teams.

Information Architecture

Information Architecture

User Research

User Research

Wireframing

Wireframing

Prototyping

Prototyping

Design Systems

Design Systems

Usability Testing

Usability Testing

Interaction Design

Interaction Design

Cross-Functional Collaboration

Cross-Functional Collaboration

Atomic Design System

Atomic Design System

The Tech i used daily:

Team

3

Product Owners

1

Product Manager

2

Product Designers

1

Testers

1

Copywriter

1

Translator

Project Timeline

11 months

Chapter 01

FRAMING

Defining the problem space and business goals for a legacy tourism giant.

PROJECT CONTEXT

TicketGo Tourism/Travify is an online travel ticket reseller that sells entry tickets and experiences for major tourist attractions,

The goal was to reduce friction between inspiration and booking by prioritizing mobile-first discovery, transparent information, and fast checkout flows.

THE CORE CHALLENGE

Travelers often rely on multiple fragmented platforms to discover and book experiences. Information is frequently inconsistent, pricing lacks transparency, and booking flows are often slow or confusing, especially on mobile devices.

Travelers often rely on multiple fragmented platforms to discover and book experiences. Information is frequently inconsistent, pricing lacks transparency, and booking flows are often slow or confusing, especially on mobile devices.

TicketGo, a legacy tourism giant, was bleeding users. Despite massive

traffic, the booking ecosystem was a friction-filled labyrinth.

THE GOALS

The goals for this case study are to outline the UX/UI design process for TicketGO and Travify, highlighting how we focused on user-centric design to enhance discoverability, ease of booking, and overall engagement for travelers and the main goals are:

The goals for this case study are to outline the UX/UI design process for TicketGO and Travify, highlighting how we focused on user-centric design to enhance discoverability, ease of booking, and overall engagement for travelers and the main goals are:

User Goals

User Goals

  • Easily find and filter local attractions and events.

  • Easily find and filter local attractions and events.

  • A fast, secure checkout process that requires minimal steps.

  • A fast, secure checkout process that requires minimal steps.

  • Access to clear attraction details, real-time availability, and digital tickets.

  • Access to clear attraction details, real-time availability, and digital tickets.

  • A wide selection of attractions

  • A wide selection of attractions

Business Goals

Business Goals

  • Simplify browsing experience for global traveller that already use TicketGO.

  • Simplify browsing experience for global traveller that already use TicketGO.

  • Streamline the booking flow with clear calls-to-action

  • Streamline the booking flow with clear calls-to-action

  • Increase booking conversion rate by reducing friction in discovery and checkout.

  • Increase booking conversion rate by reducing friction in discovery and checkout.

  • Improve usability for a global, multilingual audience

  • Improve usability for a global, multilingual audience

  • Improve usability for a global, multilingual audience

  • Improve usability for a global, multilingual audience

  • Redesign brand identity

  • Redesign brand identity

  • User Satisfaction

  • User Satisfaction

  • Social Proof

  • Social Proof

  • Syncing instantly with venue booking systems.

  • Syncing instantly with venue booking systems.

  • Scalable & Secure Architecture.

  • Scalable & Secure Architecture.

  • Seamless & Responsive Interface.

  • Seamless & Responsive Interface.

  • A Unified, User-Centric Ticketing Ecosystem.

  • A Unified, User-Centric Ticketing Ecosystem.

Technical Considerations

Technical Considerations

  • Responsive

  • Responsive

  • Fast Checkout

  • Fast Checkout

  • Support multi-device usage and a high mobile usage, many users book last-minute or on the go.

  • Support multi-device usage and a high mobile usage, many users book last-minute or on the go.

  • Ensuring fast load times for users booking on-the-go.

  • Ensuring fast load times for users booking on-the-go.

  • Implementing robust encryption for payments and user data.

  • Implementing robust encryption for payments and user data.

Specific UX Friction Points with the old Design

Specific UX Friction Points with the old Design

Long Scrolling time

Long Scrolling time

Requiring users to interact with six dropdowns in the "Procurar um imóvel?" section may feel tedious and overwhelming.

Requiring users to interact with six dropdowns in the "Procurar um imóvel?" section may feel tedious and overwhelming.

No Visual Feedback:

No Visual Feedback:

Clickable areas lacked hover effects or visual cues to indicate interactivity.

Clickable areas lacked hover effects or visual cues to indicate interactivity.

Non-Intuitive Navigation:

Non-Intuitive Navigation:

The navigation bar lacked active state highlights, confusing user location.

The navigation bar lacked active state highlights, confusing user location.

Complicated Copy on Ticket Widget

Complicated Copy on Ticket Widget

Ticket widgets used confusing terminology, increasing cognitive load.

Ticket widgets used confusing terminology, increasing cognitive load.

Lack of transparency

Lack of transparency

Users were unsure if they were on an official site or a reseller platform.

Users were unsure if they were on an official site or a reseller platform.

Lack of Call-to-Action Emphasis:

Lack of Call-to-Action Emphasis:

Key actions like 'Search' or 'Book' lacked proper visual weight.

Key actions like 'Search' or 'Book' lacked proper visual weight.

Chapter 02

EXPLORATION

Deep dive into user behavior, markets and emotional

friction of booking.

USER RESEARCH

Through heuristic analysis of the TicketGo andTravify homepages and booking flows,

we identified patterns in user behavior and potential friction points.

  • Competitors Analysis

  • Framing Questions

  • Personas

  • How Migh We

Competitivors analysis

The project began with an exploration of the current market and user needs.

I conducted a competitive market analysis of other attraction ticket reseller brands,

Strengths

  • Conversion-optimized, mobile-first

  • Strong focus on last-minute + deals

  • Fast path from search → booking

  • Strong social proof (reviews, photos,etc)

  • High trust UI (refunds, flexibility messaging everywhere)

Weaknesses

  • Aggressive pricing

  • Decision fatigue (too many similar options)

  • Generic experience (“top 10 things”)

  • Little personality or curation

  • Slow decision-making experience

Opportunities

  • We can win with sharp curation

  • We can differentiate with identity (who it’s for)

  • Simplify decision-making by reducing cognitive load

  • We can win on storytelling + meaning

  • We can differentiate emotionally

Threats

  • Massive supply + brand trust is hard to outcompete directly

  • Competitors have a strong bundling (transport + activities) that provides high convenience

  • Competitors hace a strong last-minute positioning and they dominate urgency

  • Competitors have faster and Instant ticketing

  • Competitors have a strong marketing performance

USER RESEARCH

Through heuristic analysis of the TicketGo andTravify homepages and booking flows,

we identified patterns in user behavior and potential friction points.

  • Competitors Analysis

  • Framing Questions

  • Personas

  • How Migh We

Competitivors analysis

The project began with an exploration of the current market and user needs.

I conducted a competitive market analysis of other attraction ticket reseller brands,

Strengths

  • Conversion-optimized, mobile-first

  • Strong focus on last-minute + deals

  • Fast path from search → booking

  • Strong social proof (reviews, photos,etc)

  • High trust UI (refunds, flexibility messaging everywhere)

Weaknesses

  • Aggressive pricing

  • Decision fatigue (too many similar options)

  • Generic experience (“top 10 things”)

  • Little personality or curation

  • Slow decision-making experience

Opportunities

  • We can win with sharp curation

  • We can differentiate with identity (who it’s for)

  • Simplify decision-making by reducing cognitive load

  • We can win on storytelling + meaning

  • We can differentiate emotionally

Threats

  • Massive supply + brand trust is hard to outcompete directly

  • Competitors have a strong bundling (transport + activities) that provides high convenience

  • Competitors hace a strong last-minute positioning and they dominate urgency

  • Competitors have faster and Instant ticketing

  • Competitors have a strong marketing performance

Initial Defined Sucess Metrics

The interface was built around speed, clarity, and trust. Every design decision prioritized quick scanning, thumb-zone interaction, and reducing cognitive load during the booking flow.

The interface was built around speed, clarity, and trust. Every design decision prioritized quick scanning, thumb-zone interaction, and

reducing cognitive load during the booking flow.

Booking Rate

Booking Rate

Baseline conversion rate for tour bookings..


Avg. Search Time

Avg. Search Time

Time required for users to find a suitable experience.

Increase Net Promoter Score

Increase Net Promoter Score

Initial measurement of customer satisfaction and brand trust.

Time to complete Booking

Time to complete Booking

Total duration from discovery to purchase confirmation.

Bounce Rate

Bounce Rate

Percentage of visitors leaving before interacting

with listings.

Mapping the site

The sitemap for the website was relatively simple to keep the user experience intuitive.  

Sitemap

Legend

Top Level

Secundary level page

Third level page

Fourth level page

Fifth level page

Chapter 03

DESIGN

Designing a high-velocity booking experience with a mobile-first approach.

The solution

The interface was built around speed, clarity, and trust. Every design decision prioritized quick scanning, thumb-zone interaction, and reducing cognitive load during the booking flow.

The interface was built around speed, clarity, and trust. Every design decision prioritized quick scanning, thumb-zone interaction, and

reducing cognitive load during the booking flow.

We established four core principles:

Clarity over decoration

Clarity over decoration

Remove visual noise and unnecessary elements. Prioritize information that supports fast decision-making.

Thumb-First Interaction

Thumb-First Interaction

Primary actions are positioned within natural thumb reach to support comfortable one-handed use.

Build Trust at every stage

Each stage of the booking journey reinforces reliability through clear pricing, confirmations, and transparent feedback.

Guide, Don’t Overwhelm

Structure content using progressive disclosure so users receive the right information at the right moment.


Build Trust at every stage

Each stage of the booking journey reinforces reliability through clear pricing, confirmations, and transparent feedback.

Guide, Don’t Overwhelm

Structure content using progressive disclosure so users receive the right information at the right moment.

VISUAL IDENTITY FOUNDATIONS

We structured content using progressive disclosure so users receive the right information at the right

moment. We tryed to ensure all components passed WCAG 2.1 Color contrast at minimum.

Colors

Branding

Typography

Spacing

Grid System

Color Palette

Main Color

#FF3C9A

Primary Pink (#FF3C9A) is a bold magenta that radiates energy and femininity. The brand's signature hue to captivate female audiences and spark excitement for event discovery. It leads the palette with strong accessibility and emotional impact.

Background

#F6F6F6

Primary

#FF3C9A

Primary Light

#FAE7F0

Background

#F6F6F6

Secondary

#9F47E0

Secondary Light

#F5EDFC

Categorical Colors

Danger

#FF5A4F

warning

#FFD596

Success

#32C997

Font Colors

Title Color

#292D32

Text Color

#292D32

Info Color

#D38E13

Tecnical Constraints

The platform relied on a legacy Strapi CMS, which introduced significant limitations

in layout flexibility and content structuring. We had to design modular components that could be easily mapped to the existing data schema.

Design and Iteration

Evolution of Design and Iterations

More Simple, Modern, Bold

V0

V1

V2

Chapter 03

RESULTS

Measuring the impact of design-led strategy on business growth and user satisfaction.

Launch website

THE OUTCOME

We didn't just redesign a site. we engineered a growth engine.

By aligning technical performance with user psychology, we doubled revenue and set a benchmark for mobile travel commerce.

WIREFRAMING

I started with low-fidelity wireframes to explore different layouts and navigation options.
These wireframes focused on essential features like product browsing, cart functionality and checkout processes.

The interface was built around speed, clarity, and trust. Every design decision prioritized quick scanning, thumb-zone interaction, and

reducing cognitive load during the booking flow.

LOW FIDELITY WIREFRAMES

Mobile

Desktop

  • LOGO

    LOGO

    HOME PAGE

  • LOGO

    LOGO

    CITIES PAGE

  • HOME PAGE

  • CITIES PAGE

  • ATTRACTION PAGE

  • CHECKOUT PAGE

HIGH FIDELITY WIREFRAMES

Mobile

Desktop

SOME CHANGES IN THE NEW DESIGN

Less complicated Ticket Widget

Requiring users to interact with six dropdowns in the "Procurar um imóvel?" section may x tedious and overwhelming.

60% Faster Booking Flow

Reduced completion time from 4 minutes to under 90 seconds.

Intuitive Navigation:

The navigation bar lacks hover or active state highlights, making it hard for users to know their current location.

Complicated Copy on Ticket Widget

Dropdown menus or clickable areas lack hover effects or other visual cues to indicate interactivity.

Lack of transparency factors

Dropdown menus or clickable areas lack hover effects or other visual cues to indicate interactivity.

Smart Review Routing

Automated Trustpilot logic increased public positive

sentiment by 35%.

Features implemented

Business Impact and Metrics

Users feedback

Features Implemented

Where others guess, get the quantitative and qualitative answers to all your user questions.

Cart Optimization

See what users are actually doing and understand the behavior behind your metrics.

Learn More

Multi Language Selector

Multi Currency Selector

More Transparent UX

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© 2026. Made with ❤ by Rui Albasini. All rights reserved