POLINESIA Viajes
A personalised, trust-building website that reflects the agency values and turns visitors into enquiries.
Role
Research /
UX/UI
Tools
Figma, Figjam,
ChatGPT
Timeframe
8 weeks
Platform
Web
POLINESIA Viajes
POLINESIA Viajes
A personalised, trust-building website that reflects the agency's values and turns visitors into enquiries.
A personalised, trust-building website that reflects the agency values and turns visitors into enquiries.
A personalised, trust-building website that reflects the agency values and turns visitors into enquiries.
A personalised, trust-building website that reflects the agency values and turns visitors into enquiries.
Role
Research /
UX/UI Design
Research
UX/UI
Research
UX/UI
Platform
Web
Timeframe
8 weeks
Tools
Figma, Figjam,
ChatGPT, Zoom
Figma,
Figjam, ChatGPT
Role
Research /
UX/UI
Tools
Figma, Figjam,
ChatGPT
Timeframe
8 weeks
Platform
Web
The Client
The Problem
The Goal
The Solution
Research
Research
Research
Research
BENCHMARK
BENCHMARK
BENCHMARK
We benchmarked Polinesia Viajes against four top Spanish travel competitors across visual design, navigation, booking, content, trust signals, mobile experience, and customer sentiment, revealing clear gaps in modern UI, trust elements, and digital inquiry processes.
We benchmarked Polinesia Viajes against four top Spanish travel competitors across visual design, navigation, booking, content, trust signals, mobile experience, and customer sentiment, revealing clear gaps in modern UI, trust elements, and digital inquiry processes.
We benchmarked Polinesia Viajes against four top Spanish travel competitors across visual design, navigation, booking, content, trust signals, mobile experience, and customer sentiment, revealing clear gaps in modern UI, trust elements, and digital inquiry processes.
AI assistance
AI assistance
AI assistance
ChatGPT was used to support the benchmarking process, helping structure competitor insights and identify key gaps.
ChatGPT was used to support the benchmarking process, helping structure competitor insights and identify key gaps.
ChatGPT was used to support the benchmarking process, helping structure competitor insights and identify key gaps.
SEE FULL BENCHMARK
SEE FULL BENCHMARK
SEE FULL BENCHMARK
Benchmark Key Takeaways:
Benchmark Key Takeaways:
Benchmark Key Takeaways:
Benchmark Key Takeaways:
Pain Points
Pain Points
Pain Points
Pain Points
Pain Points
Outdated UI
Lack of Online Booking System
Limited Navigation
No Personalisation or Dynamic Content
Weak Trust Signals
Poor Mobile Experience
Outdated UI
Lack of Online Booking System
Limited Navigation
No Personalisation or Dynamic Content
Weak Trust Signals
Poor Mobile Experience
Outdated UI
Lack of Online Booking System
Limited Navigation
No Personalisation or Dynamic Content
Weak Trust Signals
Poor Mobile Experience
Opportunities for Design
Opportunities for Design
Opportunities for Design
Opportunities for Design
Modern UI & Premium Visual Identity
Fully Online Booking Experience
Rich and Easy Navigation
Dynamic Content
Visible Trust Builders
Dedicated Mobile Web App
Modern UI & Premium Visual Identity
Fully Online Booking Experience
Rich and Easy Navigation
Dynamic Content
Visible Trust Builders
Dedicated Mobile Web App
Modern UI & Premium Visual Identity
Fully Online Booking Experience
Rich and Easy Navigation
Dynamic Content
Visible Trust Builders
Dedicated Mobile Web App
Modern UI & Premium Visual Identity
Fully Online Booking Experience
Rich and Easy Navigation
Dynamic Content
Visible Trust Builders
Dedicated Mobile Web App
Understanding the Company
Understanding the Company
Understanding the Company
Understanding the Company
INTERVIEW WITH STAKEHOLDERS
INTERVIEW WITH STAKEHOLDERS
INTERVIEW WITH STAKEHOLDERS
Interviews with Polinesia Viajes’ owners and marketing team to align the redesign with user needs and business goals. Insights highlighted the brand’s focus on trust, personalisation, and high-touch inquiries over instant bookings, shifting our strategy from benchmark assumptions to emphasising expertise and a premium, bespoke journey.
Interviews with Polinesia Viajes’ owners and marketing team to align the redesign with user needs and business goals. Insights highlighted the brand’s focus on trust, personalisation, and high-touch inquiries over instant bookings, shifting our strategy from benchmark assumptions to emphasising expertise and a premium, bespoke journey.
Interviews with Polinesia Viajes’ owners and marketing team to align the redesign with user needs and business goals. Insights highlighted the brand’s focus on trust, personalisation, and high-touch inquiries over instant bookings, shifting our strategy from benchmark assumptions to emphasising expertise and a premium, bespoke journey.
AI assistance
AI assistance
AI assistance
ChatGPT was used to help structure the stakeholder interview framework, ensuring questions were aligned with both business goals and UX research objectives.
ChatGPT was used to help structure the stakeholder interview framework, ensuring questions were aligned with both business goals and UX research objectives.
ChatGPT was used to help structure the stakeholder interview framework, ensuring questions were aligned with both business goals and UX research objectives.
Stakeholder Interview Key Takeaways:
Stakeholder Interview Key Takeaways:
Stakeholder Interview Key Takeaways:
Stakeholder Interview Key Takeaways:
Stakeholder Interview Key Takeaways:
Key Takeaways
The goal is not high traffic, it's high quality leads
They don't compete on price, they compete on trust
Online Booking doesn't fit model
Their current challenge: Low visibility of their strengths
They want to educate and inspire, not push
Business Goals
Generate quality leads
Communicate expertise & exclusivity
Reinforce the brand as Boutique Travel Expert
Reduce operational friction & weak leads
Maintain reputation & referrals
Design Implications
Inquiry Form instead of online booking
Price sensitivity
Trust is key
Rich storytelling. Users want inspiration
Strong User Flow, Funnel clarity
Key Takeaways
Key Takeaways
Key Takeaways
The goal is not high traffic, it's high quality leads
They don't compete on price, they compete on trust
Online Booking doesn't fit model
Their current challenge: Low visibility of their strengths
They want to educate and inspire, not push
The goal is not high traffic, it's high quality leads
They don't compete on price,
they compete on trust
Online Booking doesn't fit model
Their current challenge:
Low visibility of their strengths
They want to educate and inspire, not push
The goal is not high traffic, it's high quality leads
They don't compete on price,
they compete on trust.
Online Booking doesn't fit model
Their current challenge:
Low visibility of their strengths
They want to educate and inspire, not push
The goal is not high traffic, it's high quality leads
They don't compete on price, they compete on trust
Online Booking doesn't fit model
Their current challenge: Low visibility of their strengths
They want to educate and inspire, not push
Business Goals
Business Goals
Business Goals
Generate quality leads
Communicate expertise & exclusivity
Reinforce the brand as Boutique Travel Expert
Reduce operational friction & weak leads
Maintain reputation & referrals
Generate quality leads
Communicate expertise & exclusivity
Reinforce the brand as Boutique Travel Expert
Reduce operational friction & weak leads
Maintain reputation & referrals
Generate quality leads
Communicate expertise & exclusivity
Reinforce the brand as Boutique Travel Expert
Reduce operational friction & weak leads
Maintain reputation & referrals
Generate quality leads
Communicate expertise & exclusivity
Reinforce the brand as Boutique Travel Expert
Reduce operational friction & weak leads
Maintain reputation & referrals
Design Implications
Design Implications
Design Implications
Inquiry Form instead of online booking
Price sensitivity
Trust is key
Rich storytelling. Users want inspiration
Strong User Flow, Funnel clarity
Inquiry Form instead of online booking
Price sensitivity
Trust is key
Rich storytelling. Users want inspiration
Strong User Flow, Funnel clarity
Inquiry Form instead of online booking
Price sensitivity
Trust is key
Rich storytelling. Users want inspiration
Strong User Flow, Funnel clarity
Inquiry Form instead of online booking
Price sensitivity
Trust is key
Rich storytelling. Users want inspiration
Strong User Flow, Funnel clarity
Understanding the Users
Understanding the Users
Understanding the Users
Understanding the Users
USER INTERVIEWS & PERSONAS
USER INTERVIEWS & PERSONAS
USER INTERVIEWS & PERSONAS
We translated business and user interviews insights into two main personas representing the agency’s most frequent and valuable clients. By focusing on these primary user types, we could address the needs of the majority while still accommodating other potential customers.
We translated business and user interviews insights into two main personas representing the agency’s most frequent and valuable clients. By focusing on these primary user types, we could address the needs of the majority while still accommodating other potential customers.
We translated business and user interviews insights into two main personas representing the agency’s most frequent and valuable clients. By focusing on these primary user types, we could address the needs of the majority while still accommodating other potential customers.
AI assistance
AI assistance
AI assistance
ChatGPT helped with developing the persona profiles, including background, lifestyle, travel behaviour, and personality traits, using he benchmarking and stakeholder research data.
ChatGPT helped with developing the persona profiles, including background, lifestyle, travel behaviour, and personality traits, using he benchmarking and stakeholder research data.
ChatGPT helped with developing the persona profiles, including background, lifestyle, travel behaviour, and personality traits, using he benchmarking and stakeholder research data.
User Personas Key Takeaways:
User Personas Key Takeaways:
User Personas Key Takeaways:
User Personas Key Takeaways:
What Do Users Want
What Do Users Want
What Do Users Want
Simplicity & clarity
Personal, Human Connection
Trust Builders
Inspiration First, Logistics Later
Expert Help, But On Their Terms
Transparency, Not Price List
Modern, Elegant UI
Simplicity & clarity
Personal, Human Connection
Trust Builders
Inspiration First, Logistics Later
Expert Help, But On Their Terms
Transparency, Not Price List
Modern, Elegant UI
Simplicity & clarity
Personal, Human Connection
Trust Builders
Inspiration First, Logistics Later
Expert Help, But On Their Terms
Transparency, Not Price List
Modern, Elegant UI
Simplicity & clarity
Personal, Human Connection
Trust Builders
Inspiration First, Logistics Later
Expert Help, But On Their Terms
Transparency, Not Price List
Modern, Elegant UI
USER JOURNEY MAP
USER JOURNEY MAP
USER JOURNEY MAP
We mapped the full journey of our primary personas, from discovery to post-trip reflection, to reveal emotional peaks, decision points, and design opportunities. These insights directly shaped the website’s structure and content.
We mapped the full journey of our primary personas, from discovery to post-trip reflection, to reveal emotional peaks, decision points, and design opportunities. These insights directly shaped the website’s structure and content.
We mapped the full journey of our primary personas, from discovery to post-trip reflection, to reveal emotional peaks, decision points, and design opportunities. These insights directly shaped the website’s structure and content.
Journey Map Key Takeaways:
Journey Map Key Takeaways:
Journey Map Key Takeaways:
Insights & Pain Points
Insights & Pain Points
Insights & Pain Points
Uncertainty in early stages
Users want to be guided, not sold
Personal touch builds confidence
Decision anxiety before booking
Post-trip follow up is untapped
Uncertainty in early stages
Users want to be guided, not sold
Personal touch builds confidence
Decision anxiety before booking
Post-trip follow up is untapped
Uncertainty in early stages
Users want to be guided, not sold
Personal touch builds confidence
Decision anxiety before booking
Post-trip follow up is untapped
Uncertainty in early stages
Users want to be guided, not sold
Personal touch builds confidence
Decision anxiety before booking
Post-trip follow up is untapped
Design Opportunities
Design Opportunities
Design Opportunities
Communicate uniqueness instantly
Clarify the process
Reframe the lack of prices
Add Reassurance In The Inquiry Process
Show Expert Presence and Enthusiasm
Post-trip Engagement Loop
Communicate uniqueness instantly
Clarify the process
Reframe the lack of prices
Add Reassurance In The Inquiry Process
Show Expert Presence and Enthusiasm
Post-trip Engagement Loop
Communicate uniqueness instantly
Clarify the process
Reframe the lack of prices
Add Reassurance In The Inquiry Process
Show Expert Presence and Enthusiasm
Post-trip Engagement Loop
Communicate uniqueness instantly
Clarify the process
Reframe the lack of prices
Add Reassurance In The Inquiry Process
Show Expert Presence and Enthusiasm
Post-trip Engagement Loop
Information Architecture & User Flow
Information Architecture & User Flow
Information Architecture & User Flow
Information Architecture & User Flow
INFORMATION ARCHITECTURE
INFORMATION ARCHITECTURE
INFORMATION ARCHITECTURE
The information architecture turns research insights into a clear, user-focused structure, balancing business goals and helping visitors navigate, get inspired, and take action easily.
The information architecture turns research insights into a clear, user-focused structure, balancing business goals and helping visitors navigate, get inspired, and take action easily.
The information architecture turns research insights into a clear, user-focused structure, balancing business goals and helping visitors navigate, get inspired, and take action easily.
The information architecture turns research insights into a clear, user-focused structure, balancing business goals and helping visitors navigate, get inspired, and take action easily.
IA Key Takeaways:
IA Key Takeaways:
IA Key Takeaways:
User-Centered Flow
Recognition over recall
Trip Inspiration and Testimonials
Destinations and Inspiration are Not Transactional
Progressive Disclosure
Trust Signals Placement
Multiple Pathways to Conversion
User-Centered Flow
Recognition over recall
Trip Inspiration and Testimonials
Destinations and Inspiration are Not Transactional
Progressive Disclosure
Trust Signals Placement
Multiple Pathways to Conversion
User-Centered Flow
Recognition over recall
Trip Inspiration and Testimonials
Destinations and Inspiration are Not Transactional
Progressive Disclosure
Trust Signals Placement
Multiple Pathways to Conversion
USER FLOW
USER FLOW
USER FLOW
The information architecture was designed to translate research insights into a clear, intuitive structure. It organises content around user needs and business priorities, ensuring visitors can easily navigate, find inspiration, and take action.
The information architecture was designed to translate research insights into a clear, intuitive structure. It organises content around user needs and business priorities, ensuring visitors can easily navigate, find inspiration, and take action.
The information architecture was designed to translate research insights into a clear, intuitive structure. It organises content around user needs and business priorities, ensuring visitors can easily navigate, find inspiration, and take action.
The information architecture was designed to translate research insights into a clear, intuitive structure. It organises content around user needs and business priorities, ensuring visitors can easily navigate, find inspiration, and take action.
POLINESIA Viajes
A personalised, trust-building website that reflects the agency values and turns visitors into enquiries.
User Flow Key Takeaways:
User Flow Key Takeaways:
User Flow Key Takeaways:
Main Features
Main Features
Main Features
Clear entry point
Progressive clarity
Dual pathways (Inspiration vs Clarity)
Smooth conversion funnel
Simple conversion step
Feedback loop
Clear entry point
Progressive clarity
Dual pathways (Inspiration vs Clarity)
Smooth conversion funnel
Simple conversion step
Feedback loop
Clear entry point
Progressive clarity
Dual pathways (Inspiration vs Clarity)
Smooth conversion funnel
Simple conversion step
Feedback loop
Clear entry point
Progressive clarity
Dual pathways (Inspiration vs Clarity)
Smooth conversion funnel
Simple conversion step
Feedback loop
UX Principles
UX Principles
UX Principles
Trust-building
Clarity before action
User control & choice
Progressive Disclosure
Trust Building
Simplicity, easy conversion
Error prevention, confirmation screen.
Trust-building
Clarity before action
User control & choice
Progressive Disclosure
Trust Building
Simplicity, easy conversion
Error prevention, confirmation screen.
Trust-building
Clarity before action
User control & choice
Progressive Disclosure
Trust Building
Simplicity, easy conversion
Error prevention, confirmation screen.
Prototyping & Testing
Prototyping & Testing
Prototyping & Testing
Prototyping & Testing
MID-FI PROTOTYPES
MID-FI PROTOTYPES
Mid-Fi Testing & Iterations
Mid-Fi Testing & Iterations
Mid-Fi Testing & Iterations
Company Feedback
Positive:
Aligns with brand positioning.
Tailored enquiries
Credibility: experience, certifications,
testimonials
Scalable layout, easy to modify
Potential Issues:
Might need more premium feel
Improve Testimonials, include videos?
Destinations pages needs insider expertise.
Showing available activities is vital
User Testing Feedback
Positive:
Easy scanning
"How It Works" is simple, helpful, reassuring
Clear CTAs ("Start Your Journey")
Multiple enquiry options
Easy scanning
Potential Issues:
Homepage feels maybe a bit flat
Forcing CTA's on homepage
"How It Works" 4 week timeline feels long.
Destination pages, not enough info
Company Feedback
Company Feedback
Positive:
Aligns with brand positioning. Personalisation, experience, trust, exclusivity
Tailored enquiries
Credibility: experience, certifications, testimonials
Scalable layout, easy to modify
Potential Issues:
Might need more premium feel
Improve Testimonials, include videos?
Destinations pages needs insider expertise.
Showing available activities is vital
Positive:
Aligns with brand positioning.
Tailored enquiries
Credibility: experience, certifications,
testimonials
Scalable layout, easy to modify
Potential Issues:
Might need more premium feel
Improve Testimonials, include videos?
Destinations pages needs insider expertise.
Showing available activities is vital
Positive:
Aligns with brand positioning. Experience, trust, exclusivity
Tailored enquiries
Credibility: experience, certifications, testimonials
Scalable layout, easy to modify
Potential Issues:
Might need more premium feel
Improve Testimonials, include videos?
Destinations pages needs insider expertise.
Showing available activities is vital
User Testing Feedback
User Testing Feedback
Positive:
Easy scanning
"How It Works" is simple, helpful, reassuring
Clear CTAs ("Start Your Journey")
Multiple enquiry options
Easy scanning
Potential Issues:
Homepage feels maybe a bit flat
Forcing CTA's on homepage
"How It Works" 4 week timeline feels long.
Destination pages, not enough info
Positive:
Easy scanning
"How It Works" is simple, helpful, reassuring
Clear CTAs ("Start Your Journey")
Multiple enquiry options
Easy scanning
Potential Issues:
Homepage feels maybe a bit flat
Forcing CTA's on homepage
"How It Works" 4 week timeline feels long.
Destination pages, not enough info
Hi-Fi Prototypes
Hi-Fi Prototypes
Hi-Fi Prototypes
Hi-Fi Prototypes
BEFORE
BEFORE
AFTER
AFTER
Clickable Prototype
How I used AI
How I used AI
How I used AI
How I used AI
ChatGPT
ChatGPT
I used ChatGPT throughout this project, not as a shortcut, but as a thinking partner at specific moments where it added real value.
It helped me structure the competitive benchmarking, build out the personas with realistic depth, and shape the stakeholder interview questions so they actually aligned with the business goals I was designing for. Later in the process, I shared my high-fidelity screens with it to help me articulate the UX reasoning behind each design decision.
The thinking was always mine. ChatGPT helped me work faster and document better.
I used ChatGPT throughout this project, not as a shortcut, but as a thinking partner at specific moments where it added real value.
It helped me structure the competitive benchmarking, build out the personas with realistic depth, and shape the stakeholder interview questions so they actually aligned with the business goals I was designing for. Later in the process, I shared my high-fidelity screens with it to help me articulate the UX reasoning behind each design decision.
The thinking was always mine. ChatGPT helped me work faster and document better.
I used ChatGPT throughout this project, not as a shortcut, but as a thinking partner at specific moments where it added real value.
It helped me structure the competitive benchmarking, build out the personas with realistic depth, and shape the stakeholder interview questions so they actually aligned with the business goals I was designing for. Later in the process, I shared my high-fidelity screens with it to help me articulate the UX reasoning behind each design decision.
The thinking was always mine. ChatGPT helped me work faster and document better.
Metrics
Metrics
Metrics
Metrics
OPTIMIZATION STRATEGY
OPTIMIZATION STRATEGY
The original website lacked any form of analytics or performance tracking, making it difficult to understand user behavior or optimize the experience. In this redesigned experience, I propose the integration of key tools and a data strategy to enable continuous improvement:
Tools to be implemented:
Google Analytics 4: to track user interactions, navigation flows, and engagement patterns.
Microsoft Clarity: to capture heatmaps and session recordings, understanding clicks, scrolls, drop offs.
AB Tasty: to conduct A/B testing on key pages and content variants.
Event Tracking & Goals, such as:
Submission of the inquiry form
Clicks on "Start your journey" or equivalent CTAs
Time spent exploring travel packages
Scroll depth or engagement on destination pages
Drop-off points in the inquiry initiation funnel
These metrics will help uncover:
Which destinations or experiences generate the most interest
Where users might be getting confused or dropping off
Whether inquiry prompts are well-placed and compelling
The original website lacked any form of analytics or performance tracking, making it difficult to understand user behavior or optimize the experience. In this redesigned experience, I propose the integration of key tools and a data strategy to enable continuous improvement:
Tools to be implemented:
Google Analytics 4: to track user interactions, navigation flows, and engagement patterns.
Microsoft Clarity: to capture heatmaps and session recordings, understanding clicks, scrolls, drop offs.
AB Tasty: to conduct A/B testing on key pages and content variants.
Event Tracking & Goals, such as:
Submission of the inquiry form
Clicks on "Start your journey" or equivalent CTAs
Time spent exploring travel packages
Scroll depth or engagement on destination pages
Drop-off points in the inquiry initiation funnel
These metrics will help uncover:
Which destinations or experiences generate the most interest
Where users might be getting confused or dropping off
Whether inquiry prompts are well-placed and compelling
The original website lacked any form of analytics or performance tracking, making it difficult to understand user behavior or optimize the experience. In this redesigned experience, I propose the integration of key tools and a data strategy to enable continuous improvement:
Tools to be implemented:
Google Analytics 4: to track user interactions, navigation flows, and engagement patterns.
Microsoft Clarity: to capture heatmaps and session recordings, understanding clicks, scrolls, drop offs.
AB Tasty: to conduct A/B testing on key pages and content variants.
Event Tracking & Goals, such as:
Submission of the inquiry form
Clicks on "Start your journey" or equivalent CTAs
Time spent exploring travel packages
Scroll depth or engagement on destination pages
Drop-off points in the inquiry initiation funnel
These metrics will help uncover:
Which destinations or experiences generate the most interest
Where users might be getting confused or dropping off
Whether inquiry prompts are well-placed and compelling
Reflections & Takeaways
Reflections & Takeaways
Reflections & Takeaways
Reflections & Takeaways
Learnings
Impact
Next Steps
Final Thoughts