Travel Experiences
How might we help travelers find and book experiences at their destination?
Context
Google Travel offered limited information about what to do at a destination (mainly a top 10 list of places of interest). A whole segment of activities & experiences was missing.
Pain points
When planning their trips, travelers spend significant effort jumping between multiple travel sites to research and book their itineraries. Google could be helpful in providing one place to book flights, hotels and experiences.
Process
Through multiple rounds of prototyping and user testing, we iterated on information density, visual hierarchy, and the balance between inspirational imagery and practical details. Key explorations included card layouts, filtering mechanisms, and booking flow integration.
Results
The redesigned experience section launched to millions of Google Travel users, providing a comprehensive overview of destination activities organized around key themes. Travelers could now discover, compare, and plan activities without leaving Google.