Exoticca B2B | TravelTech

A complete redesign of Exoticca’s B2B portal to empower travel advisors with better visibility, structure, and control.

Product Overview

Exoticca works with hundreds of travel advisors globally. These advisors use a custom B2B platform to book and manage curated Exoticca trips for their clients with tools for booking management and private label personalised websites.

My Contributions

I collaborated closely with business stakeholders and engineering teams to define user workflows, redesign key user flows, and validate solutions through data driven testing. My work included mapping the existing pain points, creating wireframes and high-fidelity mockups, and iterating based on real advisor feedback — all with a focus on clarity, structure, and usability in a complex B2B environment.

Toolkit

Figma

Lyssna

Storybook

Notion

Google Looker

Atlassian Suite

Microsoft Clarity

Understand travel advisors’ workflows and pain points through qualitative user research and platform usage insights.
Redesign the dashboard to surface the most relevant booking and payment information at a glance
Improve the booking management flow to reduce time spent navigating between pages.
Apply information hierarchy and layout principles to help advisors quickly locate key client and trip details
Validate design decisions through moderated usability testing with real travel advisors
Ensure that the updated UI is scalable, accessible, and aligned with business and engineering requirements.

Key Objectives

I began by reviewing all existing research to understand prior findings, then conducted new moderated interviews with travel advisors to explore their workflows, pain points, and expectations. This helped uncover critical issues — from poor visibility into payment status to confusing navigation and underutilised dashboard space.

A number of deeper challenges related to the booking funnel and underlying business logic also surfaced; these were documented and passed on to the relevant product and engineering teams for further investigation. Using these insights, I mapped key advisor tasks, defined user needs, and worked closely with stakeholders to shape the redesign scope — balancing user priorities, technical feasibility, and business goals.

Discovery

Travel Advisor Persona

Updated Information Architecture

Insights Affinity Diagram

With clearly defined user needs and goals, I began exploring how to simplify and structure the experience across the advisor portal. I mapped out improved task flows and restructured key areas — including the dashboard, booking table, and booking detail views — to better reflect how advisors think and work.

Early wireframes focused on surfacing essential information at a glance, reducing cognitive load, and minimising unnecessary navigation. I prioritised clarity and hierarchy, especially in table-heavy views, where quick scanning is critical. These wireframes were shared with stakeholders and used in early-stage validation with advisors to ensure we were heading in the right direction before moving into high-fidelity design.

Design Process

Ideation & Wireframing

Early wireframes with layout variations

Building on the validated wireframes and research insights, I designed high-fidelity screens that balanced clarity, usability, and brand consistency. I contributed to and extended Exoticca’s design system to support scalable components. The dashboard was designed to highlight critical updates at a glance, while booking tables and detail pages focused on clear hierarchy and efficient task flows. Each view was iterated based on user feedback and reviewed with stakeholders to ensure both usability and technical feasibility.

Bellow breakdown section by section ↓

Design Process

High Fidelity Design

Dashboard redesign overview

Booking section redesign overview

Overview

Project length

Team size

6 members

Industry

TravelTech

Platform

B2B

Deliverables

Figma mockups

Usability testing

Information Architecture

User Flows

UX Research

Design Guidelines

Product Analytics plan

Results & Impact

Through moderated usability testing, the redesigned Advisor Portal received overwhelmingly positive feedback — advisors found it significantly easier to manage bookings, track payments, and assist clients confidently. Key workflows saw over 90% task success rates, and new features like the Booking Details page and Extras tab drove higher engagement and clarity.As part of this project, I also:
‍
- Contributed to and documented Exoticca’s design system
- Designed, tested, and launched Exoticca Private Label — enabling advisors to publish co-branded pages and drive bookings
- Established a data-informed approach by creating a product analytics tracking plan and aligning it with design decisions

With the redesign scheduled to go live this quarter, we continue refining based on testing insights and usage data — ensuring the experience is both user-centered and business-aligned.

Reflection

This project was a valuable opportunity to drive meaningful change in a complex B2B environment. It deepened my understanding of aligning user needs with business priorities, collaborating cross-functionally, and designing with real data in mind. Seeing the impact of thoughtful UX on both advisor satisfaction and operational efficiency has been incredibly rewarding.