This was the challenge from TUI's Product GM. To answer to his challenge I designed a prototype aligned to customer feedback from user testing generated by the in-house UX research team. Presented at board level, it kicked started our progress towards a new for hotel page development within TUI.
Avoid overuse of tactical sales messaging and techniques especially when it crowds out imagery.
Replace copy with photography or video functional paragraphs with bulleted lists
Avoid hiding content in tabbed components or pop-ups and keep navigation visible.
Establish a living prototype to showcase and evolve the vision.
