GM Tour
Work
Case Study
UX Design
UI Design
Type
Web Platform
Client
G.M. Tour and Travel Co., Ltd.
Year
2022–2024
Designers
Panot Riankamol
Mookmanee Kongchanasombut
Overview
GM Tour provides a comprehensive, one-stop platform tailored specifically for tour operators managing airline bookings. Unlike traditional booking systems designed for individual users, GM Tour is purpose-built to support tour company administrators, enabling efficient handling of bulk ticket reservations for large groups.
The platform’s UX is thoughtfully designed to address the complexities of high-volume booking management. Key features include a streamlined workflow to minimizing cognitive load and optimizing task flows, ensure that users can manage group reservations seamlessly while maintaining high operational efficiency.
Background
The tour booking system is designed for efficiency and ease of use while handling aviation complexities. It streamlines group bookings, highlights key booking details, and ensures clear status updates through dashboards. Industry-specific elements like fare classes and codeshare agreements are presented in a familiar yet accessible way.
To minimize errors, the system includes validation checks and approval steps for high-value transactions. It supports both simple and complex itineraries, scaling in complexity only when needed, ensuring a smooth and intuitive booking experience.
Problems
The previous booking system was inefficient, requiring travel agency admins to spend excessive time searching for flights and manually entering passenger details. With large group bookings of up to nine passengers, the process became even more cumbersome, leading to delays and potential errors.
The old interface required travel agency admins to manually search for flights and input passenger details, making the process slow and inefficient.
A single session took around 15 minutes, but with up to nine passengers per booking, the process became even more cumbersome.
The system did not prioritize ease of use, leading to frequent errors and inefficiencies in managing reservations.
Goals
To improve the group booking process for travel agency admins by creating an intuitive, efficient, and aviation-aware interface that reduces booking time, minimizes errors, and enhances overall usability. The new design should:
Simplify data entry and optimize workflows for faster passenger information input, reducing manual effort.
Improve search and selection processes for flights, making it easier to find suitable options.
Integrate structured fare classes, industry terminology, and booking best practices to enhance usability for professionals.
Design an interface that accommodates both simple and complex multi-passenger itineraries.
Researches
Given the platform's niche user base, the focus is on refining user journeys by identifying and addressing pain points in the current system. This ensures a more streamlined and efficient flow for users, enhancing the overall booking experience.
Define User Flows
The platform prioritizes streamlining the workflow to enhance usability and minimize the time spent by admins. The goal is to simplify the process, ensuring that each step is intuitive and efficient. A key focus is on refining the user flow, making it smoother and more responsive to the needs of the admins. This approach not only reduces friction but also improves overall productivity. For example, when booking flights, the platform ensures that essential steps—such as entering passenger details, selecting flights, and confirming bookings—are clear and seamless, allowing the admin to complete tasks with minimal effort and time.
Wireframing
The platform must accommodate both office-based users on desktops and field users on tablets, ensuring cross-device compatibility for a seamless experience. This approach enhances usability across various environments. Additionally, to reduce time when booking flights in bulk, the system saves passenger details for later use and uses auto-complete features, making it easier for admins to quickly select passengers.
Mood and Tone
Product design focuses on addressing user needs while aligning with the brand's image and values. In this project, both light and dark mode designs were explored. This decision was based on the insight that users from tour companies often spend extended periods on the platform booking tickets for travelers. Dark mode was considered more suitable for prolonged use due to its potential to reduce eye strain and enhance comfort. Additionally, the design incorporates tailored font styles, color palettes, and iconography to reinforce the brand's desired aesthetic and identity, ensuring a cohesive and user-friendly experience.
Designs
Users can efficiently manage every aspect of their bookings, including seat selection, meal pre-ordering, and baggage arrangements. The platform is specifically designed to handle a high volume of add-ons simultaneously, catering to the needs of large tour groups. Additionally, it provides tools for comparing flights, enabling users to identify the most suitable and cost-effective options for their tours, ensuring a seamless and optimized booking experience.
Results and Reflects
As someone passionate about and experienced in aviation industry practices, I’m proud to have contributed to enhancing this platform. By improving the user experience and reducing the time admins spend on tasks. After its release, I'm also received positive feedback from users, validating the improvements made to the system.
