TUI, Europe’s largest tourism company, faced the challenge of optimizing mobile bookings for package holidays. Despite a steady increase in mobile traffic, the conversion rate on mobile devices remained behind that of desktop.
To address this, the Co-Creation Studio "Team 300" was established in 2019. The goal was to fundamentally redesign the mobile booking experience and increase the conversion rate by 300%.
Co-Creation Studio "Team 300"
Through close, interdisciplinary collaboration, we succeeded in breaking down silos and accelerating innovation. The established end-to-end team was empowered to make decisions independently and drive solutions forward. The neutral environment in a shared Co-Creation Studio provided the space for focused work, quick alignment, and practical results—far from the usual corporate structures.
Data-Driven Design for Measurably Better Results
Design decisions were made based on data and user insights. Through continuous testing and validation, a booking process was created that performs measurably better. Only features that provided real value for users and the business were developed.
For example, an A/B test showed that offering a comparison function in the wish list increased the conversion rate by 15%.
Circle Organization: Flexibility within the Core Organization
The self-organized team structure ensured clear responsibilities, high accountability, and fast implementation paths. At the same time, integration with existing TUI processes was ensured, making the results sustainable and scalable.
Our Contribution During the 8 Months of Team 300
With our design and consulting standard DIaaS® (Design Innovation as a Service), we combine collaborative workflows, strategic thinking, and user-centered design. This approach leads to tailored solutions through clear missions, the right experts, and openness to new ideas.
Co-Creation Setup
Establishment and facilitation of an independent, interdisciplinary studio to promote fast, innovative product development outside corporate structures.
User-Centered UX Design
Development of a hypothesis-based design process and conception of an optimized, scalable mobile booking experience.
Design System Development
Creation of a flexible design system with reusable components for mobile, desktop, and tablet applications.
Knowledge Transfer & Enablement
Anchoring frameworks, methods, and results within the TUI organization as a foundation for long-term product development and innovation. The self-organized team structure ensured clear responsibilities, high levels of accountability, and fast implementation paths. At the same time, the integration with existing TUI processes was ensured, making the results sustainable and scalable.
More Cases
