Redesigning the post-book space: Attraction's journey
The Attractions Post-Booking product area focuses on supporting users after they’ve completed their ticket purchase.
The domain's main impact is influencing customer support inbound volume, as it covers critical touch points such as booking confirmation (web and email), ticket access, booking modifications, cancellations, interactions with CS agents, and the overall post-visit experience.
Following extensive usability testing and review of previously identified issues within the scope of the initial post-booking experience, a redesigned solution was implemented to significantly improve the customer journey. The new interface introduces a streamlined, intuitive layout with logically structured components that enable easier navigation and it resolves the disorganized structure of the previous version while maintaining alignment with Booking.com Design System and all broader Post-Booking product verticals.
Key enhancements include:
- Support for booking modifications
- An updated ticket page
- A dedicated recommendations section driving traffic to related product pages
- Integrated modification options within the cancellation flow
- Visible user reviews directly on attractions' product pages
These improvements closed major feature gaps and contribute to a more cohesive and functional post-booking experience.
⬆ The before and after
Two rounds of usability testing (with both internal and external user groups) revealed major issues across the post-booking experience, including lack of booking flexibility, unclear ticket visualization, and overwhelming UI. Users are unable to modify bookings, often confused by poor ticket detail presentation, and face delays due to provider dependencies - driving high CS contact and cancellation rates.
The domain suffered from inconsistent structure, excessive CTAs, and a lack of user-centered design. These problems are rooted in limited research and failure to accommodate provider constraints, resulting in a disjointed, frustrating user journey - and were key for the initial business trigger to revisit the experience of the post-book experience.
