Novin Travel Agency
Boosting Efficiency in Corporate Flight Booking
Client.
Novin Travel Agency
Tools.
Figma, Miro
Year.
2023
Role.
UI/UX Designer
📖 Introduction
At Kanoon Iran Novin, Novin Travel needed a fast, intuitive B2B portal to streamline corporate flight bookings and empower travel agencies. Over five intense weeks, our six-person UX/UI and development team delivered a unified platform using the Double Diamond framework: Discover → Define → Develop → Deliver. 𝗞𝗲𝘆 𝗢𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲𝘀: • Enable booking in under 2 minutes • Surface real-time credit balances instantly • Cut support tickets by empowering self-service 𝗪𝗵𝗮𝘁 𝗜 𝗗𝗶𝗱: • Designed and moderated 10 user interviews and an online survey • Conducted a competitor landscape audit of 3 B2B portals • Created wireframes, hi-fi mockups, and a scalable component library • Led usability testing sessions and A/B experiments
🧩 The Challenge
As Novin Travel grew, agents managed multiple disconnected tools. Without a central portal, agencies lacked real-time visibility into credit, flight options, and booking status, which affected client satisfaction and operational efficiency:
40 % longer booking cycles
Frequent credit-balance errors
Heavy reliance on phone and email support
🔍 Research & Insights
We kicked off with a two-week research sprint to uncover pain points and user goals. 𝗠𝗲𝘁𝗵𝗼𝗱𝘀 & 𝗦𝗰𝗼𝗽𝗲: • User Interviews: 10 travel managers, 2 stakeholders • Online Survey: 20 agency staff • Competitive Audit: 3 leading B2B booking platforms • Analytics Review: 1,500 sessions; 100 support tickets • Workflow Mapping: End-to-end booking journeys 𝗧𝗼𝗽 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀: • Hidden credit balances stalled workflows • Deep, multi-page flows overwhelmed new users • Key features (notes, filters) remained undiscovered
Persona
Mariam emerged as our core persona because her workflow reflected the most common user pain points—frequent bookings, credit tracking, and approval bottlenecks. Designing for her meant solving problems shared across the board.
User Journey
Combining all booking steps on one page with clear credit info helps users finish faster and make fewer mistakes, since confusing steps and outdated balance info were slowing them down.
💡 Ideation & Design Process
𝗗𝗲𝘀𝗶𝗴𝗻 𝗪𝗼𝗿𝗸𝘀𝗵𝗼𝗽𝘀 & 𝗖𝗼𝗻𝗰𝗲𝗽𝘁 𝗝𝗮𝗺𝘀 We sketched flat UI layouts that emphasised the information hierarchy and micro-interactions for clarity. 𝗖𝗼𝗺𝗽𝗼𝗻𝗲𝗻𝘁 𝗟𝗶𝗯𝗿𝗮𝗿𝘆 Built a web-based design system featuring: • Brand-aligned typography, spacing, and colour tokens • Unified credit-status indicators • Reusable card, table, and drawer components 𝗪𝗶𝗿𝗲𝗳𝗿𝗮𝗺𝗲𝘀 → 𝗛𝗶-𝗙𝗶 𝗣𝗿𝗼𝘁𝗼𝘁𝘆𝗽𝗲𝘀 • One-page dashboard wireframes for instant overview • Flat-UI prototypes prioritising comprehension and speed • Weekly developer syncs to ensure technical feasibility
🔧 Usability & A/B Testing
𝗨𝘀𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 (𝗡 = 𝟭𝟬) Participants completed these 5 core tasks; overall success rate: 98%. 𝗥𝗲𝗳𝗶𝗻𝗲𝗺𝗲𝗻𝘁: Simplified password reset flow and added inline guidance. 𝗔/𝗕 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 (𝗡 = 𝟭𝟬𝟬) Version A (multi-page) vs. Version B (single-page flat UI). 𝗥𝗲𝘀𝘂𝗹𝘁: Version B outperformed across the board, validating our streamlined, flat-UI approach. 🌟𝗪𝗵𝗮𝘁 𝗜 𝗲𝗮𝗿𝗻𝗲𝗱: One of the highlights of my time working on this project was getting to conduct A/B testing with customers for the first time! Before this, I had mainly done usability testing and taken notes, so it was such a great opportunity to really dive deeper into the post-design process. I learned a lot and enjoyed seeing how customers interacted with the different options.
📈 Results
• 30% boost in user engagement • 35% faster average booking time (140 s → 85 s) • 60% drop in credit-balance support tickets • 25% increase in repeat bookings within 14 days