Tripfez Travel Web Product Redesign

Meet Tripfez

Overview

Tripfez Travel, a recognized leader in the Muslim travel segment across Asia, was acquired by Holidayme in November 2018, merging to form one of the largest Muslim-friendly online travel agencies globally. Following the acquisition, the company set an ambitious target of achieving 400% year-on-year growth in 2019. To meet these goals, I was hired to lead the development and optimization of Tripfez’s B2C ecommerce travel website. My primary responsibilities included defining the product roadmap and delivering enhancements in the website’s discoverability, information architecture, and user experience.

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Context

At the time of acquisition, Tripfez was facing several challenges. The website needed to scale rapidly to accommodate aggressive growth targets, while also maintaining a high level of user satisfaction and engagement. Compounding these challenges were budget constraints, which limited the size of the development team to just three engineers (one fullstack, one back-end and one front-end) and me to double hat as a Product designer. Despite these limitations, the demand to deliver significant improvements was high, particularly in a competitive landscape where SEO, content optimization, and usability were critical to driving traffic and conversions.

My Role

Overview of the product team and management of stakeholders.

As the Product Manager with a strong design background, I led the end-to-end product development process. My role involved

• Understanding Tripfez’s diverse customer segments through user research, interviews, and user story mapping.
• I conducted stakeholder interviews to identify pain points and product limitations and led a 5-day Google’s Research Sprint to validate key assumptions.
• With an Agile lean team and limited resources, I was responsible for prioritizing and managing sprints based on end-user feedback, user research, designing wireframes and high-fidelity prototypes, and collaborating closely with engineers to ensure the successful execution of the product roadmap.
• In addition, I implement high-value pages for SEO and conducted competitor analysis to inform the information architecture and align product development with business goals.