Responsive E-Commerce Platform
Visual Identity, UI Design, and Visual QA
SIMPLENIGHT's e-commerce booking platform needed to be redesigned to improve its usability, aesthetic, and interactivity.
The finished product, inspired by Google's material design, provides an intuitive user experience, a clean interface, and uses simple animations to highlight interactivity. The improved design of the platform allows for users to effortlessly find the travel experiences they are looking for, further driving them to the point of purchase.
SIMPLENIGHT’s global e-commerce booking platform is a templated experience that can be customized to fit the style of any brand.
Primarily a B2B platform for travel agents, it also functions as a B2B2C marketplace for consumers redirected to it from a channel's website or marketing materials. As a white label website, users receive a continuous brand experience as they purchase items from the channel’s marketplace, which is powered by SIMPLENIGHT.
The SIMPLENIGHT marketplace allows for users to browse travel experiences worldwide across a wide assortment of verticals, such as tours and activities, shows and events, nightlife, dining, car service, and transfers.
Providing the best user experience for all the target markets, both consumers and travel agents, the interface enables the results to be displayed in thumbnail or list format. Users can refine their search results by editing their search criteria, using a variety of filters, sorting by relevance, searching specific keywords, or changing their view to find the travel experiences they are looking for.
Upon choosing an experience from the results page, users are able to find out more information as well as add a ticket for their selection to their cart.
Leading with large beautiful imagery, users are enticed to browse through them to gain more insight into the experience before reading on. As users scroll, the right-hand column remains sticky, making checking ticket availability for a desired date readily available. At the bottom of the page, similar experiences in the city are shown to encourage users to book related items.
Redefining the Cart
The cart is referred to as "My Itinerary" because as users add items to their cart, the platform sorts them chronologically. It becomes a comprehensive list, separated by day, of all the experiences for their upcoming trip. This enables users to get an overview of their entire trip at-a-glance.
Certain experiences require additional information before finalizing the purchase. Users need to add names to each of the tickets, answer any questions provided by the supplier, and add any additional requests they may have to their order. This also gives users the opportunity to review their order before purchasing.
The progress indicator at the top of the page informs the users of where they are in the checkout process. By displaying this and starting at the second step, this reduces cart abandonment by showing users they are almost done. To reduce the amount of effort needed to complete the process, the design enables users to reuse the primary contact information while filling out the tickets below.
Finalizing the Purchase
The last step in the checkout process is providing payment. To make this as painless as possible, there is the option to reuse the primary contact information from the page before. However, this is not the default because there are cases where travel agents are making a purchase for a client.
Confirmation of Purchase
After the order has been completed, users are presented with a page thanking them for their purchase. This also serves as an opportunity to allow them to resend the confirmation email and present them with next steps: viewing a summary of their itinerary, sharing it, or booking more experiences.