The UK's largest villa holiday specialist, est. 1986. I joined as the only designer: built the first mobile app from scratch, overhauled the web experience, and rebuilt group booking around trust. All inside a year.
Change the group. The breakdown never surprises you, and that attribution is what stopped the support calls.
Villa holidays are group holidays: three generations, one roof. The booking flow punished exactly those customers. Drop-offs spiked at the final steps, and families split bookings or walked away.
Inconsistent pricing across steps. The number at the end didn't match the number at the start. The fastest way to lose a customer's trust.
Overwhelmed users calling support. When the interface stops explaining itself, the phone rings. A cost paid twice, by the user and the business.
Booking abandonment. Drop-offs concentrated at the last steps: carts full of villas, flights and insurance, walked away from.
"Restore clarity and trust in the group booking process."
THE MISSION · ONE SENTENCE, ZERO AMBIGUITYFares genuinely move, so we made honesty the feature. Prices are saved on first visit and compared on return: cards say "rose in the last day" or "likely to increase", and a Change Tracker ties every movement in the total to the action that caused it.
No app existed. No legacy, no baseline. I designed the entire mobile experience from scratch: the full package holiday in your pocket.
In parallel: a complete web overhaul while bookings kept flowing. Full transformation, under a year.
The shipped experience in motion: search to villa to flights to a total that explains itself. Watch the price breakdown stay honest while a family of ten builds their trip.
Real user sessions, support-call themes, drop-off analytics. The trust problem surfaces: pricing inconsistency at the final steps.
Mobile experience designed from zero alongside the web audit, one design language serving both platforms from day one.
Group booking redesigned around the Change Tracker and honest price cards; iterations tested against real booking scenarios.
Full transformation delivered: +300% first-interaction retention on the new experience. Under a year, one designer.
The full case study, with the screens, numbers, and stories between them, is available on request, over a video call.
DEEP-DIVE AVAILABLE · VIDEO CALL ONLY