Big bus tours is a leading global hop-on hop-off bus brand based in London and with operation in 27 of the world’s popular tourist destinations.
They sell bus tour tickets and tickets to other attractions. When you buy an attraction ticket, you actually get a voucher for the attraction. This voucher has to be used to confirm the date and time of your visit, after which you get an actual ticket.
Big Bus had a very basic portal that was put together to facilitate the redemption of vouchers and they wanted to make this space more usable, more self serving for the users and eventually push offers, cross sell and up sell more products.
Challenge
This was a large project with a backlog of lot of big features that would come to fruition in multiple phases over the whole year. Though, at the beginning of the project, the road map/ timelines weren’t quite frozen.
I had to make sure the design was scalable to accommodate future additions with the focus on mobile usability. With this in mind, I took an app-like approach with a system in place that can easily stretch to fit in new items as the product continues to grow.
Process
The first step was to analyse the brief and clarify the Business needs and the Customer needs.
I also looked at User behaviour videos using HotJar to examine what kind of challenges users face with the current system. I identified that a key problem is do with the access as users are not shown or given the right signals to direct them towards booking management.
Solution
After sharing the learnings from the discovery with the Big Bus team, I got down to solutioning. I started with the user journey which in this case was vital to understand the new flow and chalk out the potential growth areas.
User Journey
I created a new user journey which was more canonical which would help users make a mental map of the booking management area and make navigation more intuitive.
Final Designs
Working with Big Bus Tours’ existing design system, our designers converted my wireframes to this beautiful final designs that made their way to current website and is now live and accessible to millions of users worldwide.
As of writing this the booking management system constitutes to ~20% of their total traffic.
