BOOKING.COM SHOWCASE
How a 20-Second Reel Made Me Redesign Booking.com
Case Study
6 min read
ROLE
Product Designer
TIMELINE
2023 (Jan - Feb)
SKILLS
Strategy Design
Product Design
PROJECT
A mobile-first redesign aimed at solving one of travel UX’s biggest problem, uncertainty at the point of decision.
BOOKING.COM SHOWCASE
How a 20-Second Reel Made Me Redesign Booking.com
Case Study
6 min read
ROLE
Product Designer
TIMELINE
2023 (Jan - Feb)
SKILLS
Strategy Design
Product Design
PROJECT
A mobile-first redesign aimed at solving one of travel UX’s biggest problem, uncertainty at the point of decision.
BOOKING.COM SHOWCASE
How a 20-Second Reel Made Me Redesign Booking.com
Case Study
6 min read
ROLE
Product Designer
TIMELINE
2023 (Jan - Feb)
SKILLS
Strategy Design
Product Design
PROJECT
A mobile-first redesign aimed at solving one of travel UX’s biggest problem, uncertainty at the point of decision.
Table of Contents
Table of Contents
1
The spark that changed everything
The spark that changed everything
2
Booking.com showcase
Booking.com showcase
3
Behind the curtains
Behind the curtains
4
Turning insights into interaction
Turning insights into interaction
5
The final prototype
The final prototype
6
Learnings and future plans
Learnings and future plans
The Spark That Changed Everything
The Spark That Changed Everything
“I didn’t read reviews. I saw a 20-second reel from a friend and booked instantly.”
That moment changed more than just my weekend. It changed how I saw travel UX.
Booking.com was designed for data but people book based on emotion.
“I didn’t read reviews. I saw a 20-second reel from a friend and booked instantly.”
That moment changed more than just my weekend. It changed how I saw travel UX.
Booking.com was designed for data but people book based on emotion.
What if users could feel the place first, right from their first scroll?
What if users could feel the place first, right from their first scroll?
The Problem
The Problem
Travel apps like Booking.com offer endless options , listings, reviews and filters , but users often struggle with decision paralysis and uncertainty.
But travel is emotional. It’s about stories, moods, and the feeling of “this is the one.” When users are flooded with listings but starved of emotional cues, they hesitate. Confidence can’t be filtered, it has to be felt.
Travel apps like Booking.com offer endless options , listings, reviews and filters , but users often struggle with decision paralysis and uncertainty.
But travel is emotional. It’s about stories, moods, and the feeling of “this is the one.” When users are flooded with listings but starved of emotional cues, they hesitate. Confidence can’t be filtered, it has to be felt.
The Strategy
The Strategy
Start by understanding why users hesitate, even when all the information is present.
Instead of focusing on adding more filters or improving comparisons, shift the lens toward how users feel while booking.
The goal is to explore what builds emotional confidence in travel decisions, and how the interface can support that, without overwhelming users with logic.
Start by understanding why users hesitate, even when all the information is present.
Instead of focusing on adding more filters or improving comparisons, shift the lens toward how users feel while booking.
The goal is to explore what builds emotional confidence in travel decisions, and how the interface can support that, without overwhelming users with logic.
Introducing
Introducing
Booking.com
Booking.com
Booking.com
Showcase
Showcase
Showcase
A vibe matching experience that lets users discover and book places that feel just right, without second-guessing.
A vibe matching experience that lets users discover and book places that feel just right, without second-guessing.
A vibe matching experience that lets users discover and book places that feel just right, without second-guessing.
Home
Home
Home
Discovery starts with emotion , the Home Page now teases travel by vibe, not just deals.
Discovery starts with emotion , the Home Page now teases travel by vibe, not just deals.
Discovery starts with emotion , the Home Page now teases travel by vibe, not just deals.
1
1
1
Behind the Curtains
Behind the Curtains
Behind the Curtains
Investigating the unmet needs of the Booking.com users
Investigating the unmet needs of the Booking.com users
To validate my observations, I researched on the topic of travel as a whole, conducted informal interviews and shared surveys with friends, family, neighbours, and everyday travellers around me. This helped me gather a range of perspectives on how people approach travel planning, what influences their booking decisions, and the common goals and frustrations they experience during the process.
To validate my observations, I researched on the topic of travel as a whole, conducted informal interviews and shared surveys with friends, family, neighbours, and everyday travellers around me. This helped me gather a range of perspectives on how people approach travel planning, what influences their booking decisions, and the common goals and frustrations they experience during the process.
Competitive research revealed a gap:
No major travel platform uses visual storytelling natively inside the booking flow.
Competitive research revealed a gap:
No major travel platform uses visual storytelling natively inside the booking flow.
Competitive research revealed a gap:
No major travel platform uses visual storytelling natively inside the booking flow.
Hypothesis & Goals
Hypothesis & Goals
If users see authentic, short-form video content showcasing real experiences, they’ll trust faster and book sooner — because visuals create emotional confidence better than static content.
Strategic Decision:
Embed short-form visual content seamlessly within Booking.com’s existing design.
Enhance emotional trust without overhauling familiar UX patterns.
Why Visuals Matter
Visual-first content builds trust faster than reviews.
Reels and short videos are now primary discovery channels for Gen Z & Millennials.
Users scroll, not compare , and remember moments, not specs.
This set the foundation for the feature that followed: Influencer Moments.
If users see authentic, short-form video content showcasing real experiences, they’ll trust faster and book sooner — because visuals create emotional confidence better than static content.
Strategic Decision:
Embed short-form visual content seamlessly within Booking.com’s existing design.
Enhance emotional trust without overhauling familiar UX patterns.
Why Visuals Matter
Visual-first content builds trust faster than reviews.
Reels and short videos are now primary discovery channels for Gen Z & Millennials.
Users scroll, not compare , and remember moments, not specs.
This set the foundation for the feature that followed: Influencer Moments.
Solution
Solution
Booking.com had everything — except a story.
That’s where Influencer Moments comes in: A lightweight, visual layer that turns uncertainty into excitement by embedding real travel moments into the currnet flow.
But this wasn’t just a UX tweak — it was a mindset shift:
From information → inspiration From listing-first → feeling-first From logical filters → emotional confidence
Booking.com had everything — except a story.
That’s where Influencer Moments comes in: A lightweight, visual layer that turns uncertainty into excitement by embedding real travel moments into the currnet flow.
But this wasn’t just a UX tweak — it was a mindset shift:
From information → inspiration From listing-first → feeling-first From logical filters → emotional confidence
Turning Insights into Interactions
Turning Insights into Interactions
Turning Insights into Interactions
Design Journey
Design Journey
Mapping Emotional Moments
I mapped critical moments in the booking journey:
Inspire: (Home Page): Users see curated short videos sparking emotional interest.
Explore (Search Results): Relevant short-form videos interwoven with listings, making browsing intuitive and engaging.
Decide (Property Details): Specific, authentic video stories linked directly to individual listings to confirm emotional connection.
Mapping Emotional Moments
I mapped critical moments in the booking journey:
Inspire: (Home Page): Users see curated short videos sparking emotional interest.
Explore (Search Results): Relevant short-form videos interwoven with listings, making browsing intuitive and engaging.
Decide (Property Details): Specific, authentic video stories linked directly to individual listings to confirm emotional connection.
Designed minimal, intuitive interactions, blending new visual content naturally into the existing interface. Ensured seamless navigation, clear call-to-actions, and intuitive interactions to drive bookings.
Designed minimal, intuitive interactions, blending new visual content naturally into the existing interface. Ensured seamless navigation, clear call-to-actions, and intuitive interactions to drive bookings.
Key User Journey moments, actions, UX addition and rationale
Key User Journey moments, actions, UX addition and rationale
Iteration & Naming Strategy
Iteration & Naming Strategy
Initially named “Influencer Moments,” the feature was misunderstood as promotional rather than inspirational. User feedback prompted a pivot to a simpler, emotionally intuitive name.
Refined Naming: "Vibes"
Why “Vibes”?
Emotion-first naming aligns naturally with user language and travel decision-making.
Instantly relatable and emotional
Memorable, scalable, and flexible across UX copy: “Scroll through Vibes,” “Explore local Vibes,” “Save this Vibe.”
Initially named “Influencer Moments,” the feature was misunderstood as promotional rather than inspirational. User feedback prompted a pivot to a simpler, emotionally intuitive name.
Refined Naming: "Vibes"
Why “Vibes”?
Emotion-first naming aligns naturally with user language and travel decision-making.
Instantly relatable and emotional
Memorable, scalable, and flexible across UX copy: “Scroll through Vibes,” “Explore local Vibes,” “Save this Vibe.”
Rebranding the feature to better reflect emotion, inclusivity, and user intent.
Concept Validation
Concept Validation
Due to constraints and conceptual nature, formal usability tests weren’t feasible. Instead, I:
Conducted heuristic evaluations
Gathered qualitative feedback from informal discussions
Due to constraints and conceptual nature, formal usability tests weren’t feasible. Instead, I:
Conducted heuristic evaluations
Gathered qualitative feedback from informal discussions
Initial Placement : Vibes carousel appeared just below the property title.
Issue : It pushed down critical booking details like price, dates, and location.
Change : Relocated the Vibes preview below the map section.
Initial Placement : Vibes carousel appeared just below the property title. Issue : It pushed down critical booking details like price, dates, and location. Change : Relocated the Vibes preview below the map section.
Why:
Follows the UX principle of progressive disclosure, showing key functional info first (cost, availability, location).
Prevented emotional content from interrupting the booking intent flow.
Result: A clearer hierarchy that supports both rational and emotional decision-making
Why:
Follows the UX principle of progressive disclosure, showing key functional info first (cost, availability, location). Prevented emotional content from interrupting the booking intent flow.
Result: A clearer hierarchy that supports both rational and emotional decision-making
Impact : Qualitative Validation
Impact : Qualitative Validation
While no formal metrics were captured, early feedback and user behaviour indicated a promising direction:
Users appeared more emotionally connected and engaged with the experience
The updated design seemed to make users feel more inspired and decisive, potentially leading to quicker booking decisions
The emotional framing and visuals may have helped reduce perceived bounce and hesitation
Clearer, feeling-first storytelling seemed to ease decision fatigue
Business and UX Implications : These qualitative signals suggest that an emotionally intuitive UX layer could strengthen Booking.com’s user experience, helping reduce decision overload and potentially improving conversion outcomes.
While no formal metrics were captured, early feedback and user behaviour indicated a promising direction:
Users appeared more emotionally connected and engaged with the experience
The updated design seemed to make users feel more inspired and decisive, potentially leading to quicker booking decisions
The emotional framing and visuals may have helped reduce perceived bounce and hesitation
Clearer, feeling-first storytelling seemed to ease decision fatigue
Business and UX Implications : These qualitative signals suggest that an emotionally intuitive UX layer could strengthen Booking.com’s user experience, helping reduce decision overload and potentially improving conversion outcomes.
Learnings and Future Direction
Learnings and Future Direction
Learnings and Future Direction
Facing Challenges Head On
Facing Challenges Head On
The project wasn’t without obstacles:
Feature Prioritisation: Balancing emotional storytelling without overwhelming users or complicating existing Booking.com UI.
Testing Constraints: Limited ability to perform quantitative usability testing, relying heavily on qualitative feedback and heuristic evaluations.
Naming & Communication: Initially struggled with naming clarity and communicating the feature clearly, prompting simple yet significant iteration.
The project wasn’t without obstacles:
Feature Prioritisation: Balancing emotional storytelling without overwhelming users or complicating existing Booking.com UI.
Testing Constraints: Limited ability to perform quantitative usability testing, relying heavily on qualitative feedback and heuristic evaluations.
Naming & Communication: Initially struggled with naming clarity and communicating the feature clearly, prompting simple yet significant iteration.
Final Reflections
Final Reflections
This journey reinforced a vital truth: UX design isn’t just about simplifying interactions , it’s about understanding emotional behaviors and facilitating meaningful connections. Designing for emotional clarity can meaningfully simplify complex decisions. Successfully navigating naming and testing challenges reinforced the value of rapid iteration and qualitative user insights.
This journey reinforced a vital truth: UX design isn’t just about simplifying interactions , it’s about understanding emotional behaviors and facilitating meaningful connections. Designing for emotional clarity can meaningfully simplify complex decisions. Successfully navigating naming and testing challenges reinforced the value of rapid iteration and qualitative user insights.
Future Directions
Future Directions
Explore AI-driven personalization for “Vibes” based on user preferences and location.
Pilot more robust usability testing for quantitative validation to further validate emotional UX strategy.
Expand concept to pre-booking discovery and post-booking engagement flows.
Expansion of visual storytelling strategy across other user touch-points.
Final Thought: Great design isn’t just intuitive, it should deeply resonate emotionally. By blending clear UX strategy with emotional storytelling, we help users confidently navigate even the most overwhelming choices.
Explore AI-driven personalization for “Vibes” based on user preferences and location.
Pilot more robust usability testing for quantitative validation to further validate emotional UX strategy.
Expand concept to pre-booking discovery and post-booking engagement flows.
Expansion of visual storytelling strategy across other user touch-points.
Final Thought: Great design isn’t just intuitive, it should deeply resonate emotionally. By blending clear UX strategy with emotional storytelling, we help users confidently navigate even the most overwhelming choices.
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