Designing travel experience that drives engagement and bookings
Clarified Peek.com’s purpose, turning it into a clear, engaging travel marketplace.
CHALLENGE & ROLE
Peek.com was confusing and unengaging; I redesigned the homepage, planned every detail, and implemented visual and structural improvements to clarify its marketplace value..
DESIGN IMPACT
Homepage now drives curiosity and exploration
Added interactive cards, tags, and immersive visuals to give users more to explore.
Peek.com is now clearly a traveler marketplace
Removed confusion between operator and consumer site, making Peek.com traveler-focused.
Trust and credibility strengthened through storytelling
Added story-style featured experiences and testimonials for authenticity and reliability.
Decision-making simplified for faster bookings
Highlighted key experiences and benefits in a clear flow, reducing cognitive load.
GRASPING THE CORE ISSUES
Peek.com’s messaging pulled users in the wrong direction
Peek.com and Peek Pro were creating unnecessary friction because Peek.com’s messaging and primary CTA leaned toward the operator side instead of the traveler experience.
While Peek Pro clearly positioned itself for operators, Peek.com still pushed users toward “Sell Experiences” despite presenting itself as a booking marketplace.
This mismatch between the promise (book experiences) and the action (sell experiences) made the site feel misaligned and left travelers unclear about what they were meant to do.
Peek.com - Traveler Marketplace
Peek Pro - Operator Platform
SHAPING THE STRATEGIES
Reducing choice overload and guiding exploration
When I started studying other travel marketplaces, I noticed a common pattern: most of them overwhelm users with too many similar options. This creates cognitive load - the psychological strain that comes from having to compare too many choices at once. So I focused on two core design directions:
1
Balanced Exploration: Reducing Choice overload
Instead of flooding users with endless tiles, I introduced varied experience types, clearer categories, and visual cues that make browsing feel intentional rather than chaotic. This gives users room to explore without feeling lost.
2
Showcasing value: Clear benefits and user-friendly features
I designed a benefit section that highlights why booking through Peek is smoother - simple search, curated packs, and trusted reviews.
I also introduced the idea of a Wander List, similar to a real-life bucket list, allowing users to save experiences they love and return to them easily.
Value Highlights
Designing the Cards
I focused on making the cards clear and engaging. I used high-fidelity images and included key information - location, availability, category tags, and pricing so users can quickly understand each experience.
I also added small highlight tags to emphasize unique points, creating curiosity, urgency, and encouraging exploration.
Structured Browsing Cards
Strengthening credibility with Peek Pro
I added Peek Pro section at the bottom of the homepage to highlight the operator side of the brand. This helps travelers see that Peek is backed by real, trusted operators, strengthening credibility. It also creates a clear pathway for operators who want to explore Peek Pro without interrupting the main user experience.
CRAFTING THE SOLUTIONS
Early Sketches & Flow Exploration
As I gathered insights for designing a travel website, I began visualizing the layout and user flow, sketching ideas side by side in my notebook.
A/B Test of the Cards
I tested two versions before finalizing the cards:
Version 1: Showed all key information clearly, prioritizing usability and readability.
Version 2: Focused on visual impact with full image coverage while keeping information accessible.
Version 1 received more positive feedback in a poll, so it was implemented on the website.
BRINGING IT ALL TOGETHER
From a muddled split between operator and marketplace, low engagement, unclear value, scattered discovery to a refined, structured system that reveals the product’s full potential and creates a curious, inviting journey for every traveler.
Before
After
THE FINAL EXPERIENCE
Outcome of the design
Homepage now drives curiosity and exploration
Redesigned cards, tags, and immersive visuals guide attention across experiences. Users have more to interact with, encouraging scrolling, discovery, and deeper engagement with Peek’s offerings.
Peek.com is now clearly a traveler marketplace
Redesigned visuals, layout, and messaging distinguish Peek.com from Peek Pro. The site now clearly communicates its traveler-focused purpose, boosting user confidence and encouraging direct bookings.
Trust and credibility strengthened through storytelling
Featured experiences and testimonial snippets, presented like real travel stories, create authenticity and emotional trust. This reassures users and encourages exploration and bookings.
Decision-making simplified for faster bookings
Structured layout highlights key experiences, benefits, and pathways. The smooth flow reduces decision fatigue and makes booking intuitive and effortless.
Got thoughts on these designs?
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