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Role
Company
Job Summary
Overview
This project focused on redesigning the B2B purchase experience for travel certificates and package products used by hotel and resort partners. These partners use the platform to purchase travel certificates and bundled getaway packages, which they then distribute to their own customers as promotional offerings, incentives, or added-value stays.
Goal
The goal of this redesign was to transform a confusing, listing-driven checkout experience into a clear and cohesive purchasing flow that properly communicates what a travel certificate or package is, what it includes, and how it will be used by the buyer’s end customers. The focus was on improving product clarity, reinforcing context throughout the cart and checkout journey, and creating a more intuitive and confidence-inspiring experience for B2B buyers.
Challenge
The existing checkout flow was primarily optimized for transactional purchasing rather than comprehension. As a result, users struggled to understand what they were actually buying. Certificates and packages were not clearly communicated as distinct product types, and key context was lost once items were added to the cart. This created uncertainty around product value, fulfillment expectations, and the overall structure of the purchase.
Outcome
The redesigned experience introduces stronger product framing, clearer naming conventions, improved visual hierarchy, and more consistent reinforcement of the “certificate/package” concept across the entire flow. This ensures that hotel and resort partners can quickly understand what they are purchasing and feel confident in how those products can be used within their own customer offerings.
Ultimately, the redesign shifts the experience from a generic ecommerce-style checkout into a purpose-built B2B commerce flow designed specifically for travel incentive products.
