Removing Friction In UX: Last-Minute Travel Planning And Activity Booking (A Case Study)

Most travellers make last-minute decisions, even though they spend significant time researching things to do before embarking on their trip. Finding a hotel and flight is relatively easy, but when it comes to tours and activities, the problem is that late or last-minute bookings are not always available.

And if they are available, the process of making a purchase online is often hard. The mobile experience can also be limited because many websites are slow or their booking process is long and complex.

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