PROJECT OVERVIEW:

Client: TUI

My Role: UX/UI Design, Research, Prototyping

Timeline: 2023, Stockholm

Tools: Figma, Miro

Project Team: Fredrik Palmebäck & Alexandra Sanzobar

CHALLENGE:

TUI’s package holiday booking process felt functional but uninspiring.
How might we reimagine the booking journey to feel more personalized, aspirational, and flexible — while still offering the reliability travelers expect from TUI?

PROCESS:

Research → Insights

• Conducted interviews with target group The Curious.

• Learned that for shorter trips, travelers wanted to pre-book activities, while for longer holidays they valued flexibility and exploration.
  → Insight: Travelers seek a balance of reliability and freedom.

Ideation → Concept

• Developed a search and booking flow highlighting experiences and activities.

• Personalized recommendations based on user interests.

Design → Mockups

• Inspirational design language with strong imagery.

• Simplified booking steps with transparent pricing and options.

• Prototypes showcasing activity filtering, inspirational landing pages, and personalized results.

RESULT

A redesigned concept that shifts TUI’s booking flow from transactional to inspirational.

• Supports both shorter and longer holidays by balancing structure and freedom.

• Strengthens TUI’s positioning as both trustworthy and modern.