Plan a Trip

A trip planning platform for a curated experience.

Client
Campaign for Real Ale

Sector
Tourism
Hospitality

Services
Website design
App design
User research

New Trip Planner feature launched to increase visitors and new membership revenue

As many pubs are shutting down, we designed a Trip Planner to encourage people to explore local pubs through curated routes and recommendations. A paid membership offers exclusive trip access and pub perks such as drinks vouchers, creating ongoing revenue and helping local pubs attract more visitors.

Discover
new
pubs

Improved pub discovery through search, filters, and exclusive content.
- Designed search & filters for age and interest-based discovery
- Added exclusive pub data beyond Google Maps
- Highlighted member-only discounts to support conversion

The
research

We researched how to design a mobile-first discovery experience when no direct competitors existed in the market.

Facilitated an in-person testing session with the IT department team members, product manager and CIO

Had an innovative idea of using Airbnb experiences for our competitor analysis

Collaborative usability testing (guerilla style) in person

Participants were asked to:

find pubs on search page based on a criteria given
learn how to filter on the map
save a pub to trip

Insight:
Users struggled to know where to start. Core features were not immediately visible, causing hesitation and guesswork. The issue was information hierarchy.

Outcome:
I recommended moving key features to the top of the page and restructuring the layout to improve discoverability and reduce cognitive load.

Streamlined trip planning for quick, social use on mobile.
- Created on-the-go trip planning and sharing flows
- Integrated routes and transport suggestions to reduce friction

Plan a
trip

Insider
curated
trips

To bring business value, we implemented specialised trips for people who have never visited the area. These trips are designed by people who live locally with expert knowledge.
- encourages people to buy a membership
- something for everyone (e.g. traditional pubs)