Case Study: UX Design at TUI
TUI fundamentally overhauled its digital platform to improve the user experience. The results speak for themselves:
- 118% more bookings via the app
- 205% increase in add-on purchases
- 80% of package holiday guests use the app
Key areas of improvement:
- User-centricity: Focus on customer needs through user research.
- Technical optimisation: Faster loading times, better navigation, responsive designs.
- Personalisation: Individual offers based on data analysis.
Challenges and solutions:
- Problems: Complicated navigation, slow loading times, poor mobile adaptation.
- Approaches: Usability tests, high-fidelity prototypes, and targeted feedback systems.
Result: TUI increased user satisfaction, reduced the bounce rate by 15%, and achieved revenue growth of 10%.
Previous UX Problems at TUI
Website Usability Issues
TUI Germany's original digital platform had significant weaknesses in usability. Tests showed that many users struggled to navigate and find important information.
"usability.de brought us a great step forward – MEINE TUI is finally responsive. The excellent execution of the usability tests and the concept for optimising user navigation on our website were an ideal basis for the relaunch." - TUI Deutschland GmbH
| Problem | Impact |
|---|---|
| Complicated navigation | Users struggled to find services and offers |
| Slow loading times | Higher bounce rates and user frustration |
| Lack of overview | Difficulty recognising available services |
| Poor mobile adaptation | Display issues across different devices |
System and Budget Constraints
The technical systems reached their limits, which represented a central challenge. A major obstacle was the lack of integration of booking elements. Customers wanted a unified overview of their travel components – from flights to hotels to rental cars. However, the old system architecture could not deliver this.
With a limited budget, TUI relied on creative approaches such as cross-linking to improve navigation. As resources were scarce, the company focused on the biggest weaknesses identified through usability tests rather than completely renewing the systems.
These challenges showed that a fundamental overhaul of the platform was unavoidable. They formed the basis for TUI's comprehensive redesign plan, which specifically put the user experience at the centre.
TUI's Plan for Platform Redesign
After TUI identified the main problems with their digital platform, a user-centred plan was developed based on thorough research.
UX Improvement Goals
The redesign had clear, measurable goals to optimise the user experience. These included simpler navigation, a design that works across different devices, and better system integration. These measures were intended to eliminate the previous weaknesses such as complicated operation and long loading times.
The central areas of improvement were:
- A clearer menu structure
- Optimisations for different devices
- Clearer presentation of offered services
- Faster and simpler booking processes
User Research Approaches
TUI used high-fidelity prototypes to simulate and specifically analyse real usage scenarios. Through usability tests, user interviews, and prototyping, the platform was gradually improved to better meet user requirements.
Despite technical and financial constraints, TUI was able to develop a solution that addressed both user needs and business goals. The new design features reflect this orientation and provide a significantly optimised user experience.
New UX Design Features
The latest design updates were developed to improve known weaknesses in areas such as navigation, loading speed, and personalisation.
Improved Page Structure
Thanks to the new hierarchical menu navigation and breadcrumbs, users can navigate faster and find their desired information with fewer clicks. Additionally, the page now loads in under 2 seconds – even with HD images – thanks to an optimised technical architecture.
Individual User Features
New features such as personalised travel recommendations, digital travel management tools, and dynamic price suggestions provide a significantly better user experience.
"Personalisation enables us to create an individually tailored and user-friendly booking and travel experience," says Ozgur Turhan, Head of eCommerce & DTC at TUI Cruises.
Multi-Device Design
The responsive design guarantees a consistent user experience across all devices, whether desktop or smartphone. The mobile app in particular demonstrates the success: bookings via the app have increased by 78% – clear proof of the design's effectiveness.
The results speak for themselves:
- 118% more app bookings
- 205% increase in add-on services such as parking and insurance
- 78% more total bookings via the app
To achieve these improvements, the new features were refined through extensive testing and continuous user feedback. The goal: an optimal experience for every user.
Testing and Updates
The testing phase at TUI was an intensive process, characterised by detailed user tests and continuous optimisations.
User Testing Steps
TUI structured the tests into three central phases:
- Explorative tests: Users completed typical booking tasks while their behaviour was analysed.
- Comparative tests: The new navigation was compared with the old system to identify strengths and weaknesses.
- Behavioural analysis: User behaviour was monitored in real time via the Mopinion platform.
The test results clearly indicated which design changes were necessary, and these were implemented in a targeted manner.
Design Changes
Based on the test results, TUI made several important adjustments:
| Area | Adjustments | Result |
|---|---|---|
| Navigation | Improved cross-linking between sections | Easier orientation |
| Mobile usage | Responsive design for all devices | 78% more bookings via the app |
| Feedback system | Introduction of the Medallia platform | 30% higher response rate |
Brian Pressey, Customer Experience Senior Leader at TUI UK, highlighted how important continuous monitoring of feedback is:
"I check the app several times a day, and we have made it available to all board members and executives so they are always just one click away from the real customer voice."
A structured feedback programme helped identify weaknesses in the booking process. The comprehensive feedback collection system made it possible to identify and resolve problems in real time. 93% of users actively participate in feedback.
These measures had clear impacts on business results, which are examined in more detail in the next section.
Business Results
User and Sales Figures Overview
| Metric | Change | Details |
|---|---|---|
| User engagement | +20% | Longer dwell time on the website |
| Bounce rate | -15% | Improved navigation and user guidance |
| Feedback participation | 93% | High participation in the feedback system |
| Mobile usage | +78% | Significant increase in app bookings |
With tools such as user surveys, website analytics, and the Medallia platform, user behaviour could be precisely observed in real time. These optimisations led to 12% more bookings, 10% revenue growth, and a strong increase in mobile transactions. The redesigned UX design proved profitable, as the additional revenue exceeded the investment costs.
Key Insights
Continuous research into user needs and systematic feedback management were crucial for the successful optimisation of the platform. The redesigned UX design played a key role in TUI's digital transformation strategy and supported the modernisation of the company.
These results clearly show how important user-centred design is for the success of digital platforms. They offer important inspiration not only for large companies like TUI but also for smaller businesses. User orientation pays off – both in user satisfaction and economically.
Conclusion: What We Can Learn from TUI
UX Impact on Smaller Businesses
TUI's success story illustrates how important user-centred design is for business success. Small businesses can also benefit from these insights. Here are some key factors that make the difference:
| Area | Impact | Recommended Actions |
|---|---|---|
| User research | Better understanding of the target audience | Conduct regular surveys |
| Device compatibility | Greater reach | Invest in responsive design |
| Usability tests | Early error detection | Plan iterative tests |
The example of TUI Germany shows that targeted UX improvements are also achievable for smaller businesses. Even with a limited budget, smart investments in usability can achieve noticeable progress. The implementation of these principles is feasible, as the following approaches demonstrate.
Budget-Friendly Design Approaches
The methods applied at TUI can also provide valuable guidance for small businesses. A well-thought-out and prioritised approach is crucial. Providers such as Welle West Webdesign deliver cost-effective solutions aimed at user-friendly web design – from optimised navigation to faster loading times.
Investments in UX design pay off: they improve user satisfaction and increase conversion rates. With a step-by-step approach and continuous adjustments, businesses with limited resources can also achieve impressive results. The focus is on the following UX principles:
- User-friendly navigation
- Responsive design for all devices
- Faster loading times
- Intuitive operation
FAQs
How Does TUI Measure Customer Service?
TUI uses the Net Promoter Score (NPS) to evaluate customer satisfaction and loyalty. This method is based on regular surveys and delivers important insights that feed directly into the further development of the digital platform and UX design.
Customer service is analysed through the following measures:
- Regular NPS surveys to measure satisfaction
- Targeted usability tests, particularly during design changes
- Systematic evaluation of feedback to identify improvement potential
How Does TUI Monitor Customer Service?
TUI takes a multi-layered approach to monitoring customer service. Through the analysis of digital interactions, collecting feedback, and regular testing, service quality is constantly reviewed and improved.
Monitoring includes:
- Digital analytics: Ongoing evaluation of how users interact with the website
- Customer feedback: Systematic collection and evaluation of responses
- Usability tests: Regular review of user-friendliness
All collected data feeds directly into the process of improving the user experience. This ensures TUI keeps customer needs at the centre and the platform is continuously optimised.
