Refocusing a Travel SaaS Product on Customer Needs

A leading travel technology platform was facing the complex challenge of scaling while maintaining quality. Their suite of back-office tools served thousands of travel agents and tour operators, handling everything from quotations to protected payments. But beneath strong growth metrics lay growing customer frustration and internal disagreement about product direction.

Our comprehensive customer research process started with extensive one-on-one interviews across the entire customer spectrum. We spoke with new subscribers still finding their way through the platform, established users who relied on it daily, and former customers who had chosen to leave. This deep listening approach revealed insights that quantitative data alone had missed, particularly around how travel companies were integrating the platform into their core business operations.

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Through detailed service design methodology, we mapped the complete customer journey to uncover every significant touchpoint in the travel agent's experience. This systematic user experience analysis extended from their initial platform discovery through to daily operational use. Our usability studies and UX audits provided immediate actionable insights that we passed directly to the product team, while simultaneously informing our broader strategic recommendations.

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We facilitated intensive co-creation sessions with customers to reimagine their experience. These collaborative workshops brought together users and the product team to review current experiences, analyse competitor offerings, and design improved workflows. By incorporating direct customer input into the design process, we ensured that solutions addressed real business needs rather than assumed problems.

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Our customer research and service design work culminated in a comprehensive product strategy that aligned business objectives with customer needs. The resulting product roadmap prioritised features that directly impacted customer retention, while our redesigned onboarding process set new customers up for long-term success. This strategic clarity enabled the product team to focus on high-impact improvements that delivered immediate value.

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