< hellodeejay.com
< Projects

GALLERY (TravelTriangle)

View All Projects

Read Case Study

Read Case Study

Read Case Study

Where Every Journey Is Custom Made

Where Every Holiday Is Custom Made

Where Every Holiday
Is Custom Made

A 3-Way
Marketplace Ecosystem

A 3-Way Marketplace Ecosystem, Many Products

CUSTOMERS

  • Browsing Experience

  • Pre & Post Booking

TRAVEL AGENTS

  • Lead Management
    Dashboard

BUSINESS

  • Supply Management

  • Accounts & Lead Management

Multiple Products across stakeholders

The Design Vision, from the Ground Up

Designing experiences and the invisible systems driving user behaviour.

Understanding the Traveller Motivations

We audited and tagged every itinerary item to create a motivation-led schema, bridging the gap between human desire and algorithmic holiday planning.

Systems Thinking. (Grounded in customer needs, built from the bottom up)

Building Blocks of Holiday Planning (Top-down strategy)

What

  • Thing to do

  • Places to Visit

Why

  • Push Factors

  • Pull Factors

Who

  • Fellow Travellers & Needs

Where

  • Destination Focused

  • Escape Driven

When

  • Time Bound

  • Season Driven

How

  • Budget Aware

  • Booking-Key Drivers

Product Thinking (Service Design)

Visitor to Lead (V2L)

  • How to enable customers to progress with confidence

  • How to reduce cognitive load by eliminating noise and unnecessary choices too soon.

  • How to reduce bounce rate

  • How to progressively capture intent

  • How to increase engagement and increase trust.

Lead to Conversion (L2C)

  • Personalisation

  • Reduce TAT

  • Optimise agent workflow

  • Increase operational efficiency to handle more leads.

  • Friction-free customer dashboard for planning quote comparison.

  • Double down on Trust & Safety assurances.

The system thinking leveraged the mutually exclusive logic of travel planning to power a more intelligent recommendation engine and highly contextual smart filters.

There’s more to this story. Switch to desktop to see the full version.

There’s more to this story. Switch to desktop to see the full version.

The Strategic Shift in Interaction Design

The Subway Model: Customisation  > Quick Service > Upselling

The subway model works because it removes paralysis. You move through a guided sequence, one step at a time, and walk out with exactly what you wanted, faster than expected. We brought that logic to holiday planning: a guided online flow that takes someone from "I want a trip" to a fully customised, confident plan with a few clicks.


The sequence also creates natural moments to introduce the right add-ons, not as upsells, but as logical next steps. Like the cookie at the end of the Subway line, placed well, it feels obvious rather than pushy.


Travel Advisor Bot

The bot reduced cognitive load by unfolding questions progressively, leading to 6% higher lead volume

It quickly revealed urgency and improved our lead prioritisation.

This key insight helped the team grasp intent and craft the right tone and options.

What looks instinctive is almost always intentional.

Deliberately designed visual grammar delivered a 14 % CTR lift.

They delivered a 14 % CTR lift.


  • Solo
    Independance

  • Couple
    Romantic

  • Family
    Child Friendly

  • Friends
    Social

  • Adventure
    Adrenaline rush

  • Wildlife
    Grandeur

Solo
Independance

Couple
Romantic

Family
Togetherness

Friends
Social

Adventure
Adrenaline rush

Adventure
Adrenaline rush

Wildlife
Grandeur

  • Solo


    Freedom feels the same to everyone, open space, a clear horizon, and the quiet sense that you got here on your own terms. The backpack signals readiness over performance, and the vast landscape does what no headline can: it puts you inside the feeling of standing before unlimited possibility, knowing you earned your place there.

  • Couple

    What a couple wants most isn't adventure but depth. Time that feels exclusive, unhurried, and theirs alone. The red signals passion without subtlety, because at this stage, subtlety isn't the point. The lifted embrace is affection; they don't just want to feel but want to show. Paris earns its place as a frame, iconic enough to honour the moment, restrained enough to never compete with it. They're using the world outside to go further inside, together.

  • Family

    The beach is a backdrop. What matters is the child mid-throw and the father reaching back. Dads are busy. Kids notice. This image captures the moment when that gap closes. Mum gets a break from the daily routine. The kids get the parent who's usually elsewhere. Everyone gets to play. The destination is secondary. The point is the group, together, with nothing pulling them apart.

  • Friends

    There's a certain kind of trip that has nothing to do with where you end up. It's about who you're with and what happens when you all finally stop being busy at the same time. The selfie stick, the friend on the roof, the scattered laughing group below: none of it is planned, and that's exactly why it works. The camera doesn't interrupt the moment. It becomes part of it, the group's way of saying we were here and we were fully ourselves. That's the memory. That's what gets retold for years.

  • Adventure

    A great adventure image doesn't ask you to imagine the feeling. It triggers it. The freefall posture, the dynamic pose, the red palette, the clouds far below, each of these does a specific job on the viewer's nervous system, and they all fire at once. The goggles and harness matter too. They signal that the risk is real, not perceived. That authenticity is what makes the image credible, and credibility is what makes the promise of adventure feel worth chasing.

  • Wildlife

    There's a part of the world that has nothing to do with us, and visiting it changes something. Standing beside a creature this ancient and this vast, in a landscape this open and unhurried, you stop feeling like the main character. The amber tones, the silhouette, the quiet space around them all point the same way: this is Earth as it actually is, not the version we've built over it. That feeling of being genuinely small, and genuinely awed, is exactly what people come looking for. And it's rarer than any luxury.

Iconography

Iconography builds trust and coherence through silent communication. By aligning micro-visuals with human motivations, we transform transactional interfaces into intuitive, high-trust experiences that bridge system logic and user delight.

Email Communication Design

A missed travel alert breaks trust, not just plans. Every message needs a clear job: deliver critical information, create a moment of delight, or demand the traveller to act. The 3D framework defines the job before a word is written. In travel, timing and trust are everything. Getting this right isn't a detail. It's the strategy.

The design team's output wasn't just a visual. It was a reusable, dynamic template built to give the marketing team consistency and speed, without sacrificing flexibility.

Post-Lead Traveller Dashboard

The strategy centres on a context-aware, dynamic page layout that leverages a modular grid and algorithmic prioritisation to tailor the interface to each traveller’s journey.

By composing on-page organisms based on real-time intent, we blend sophisticated system logic with tactical clarity, using progress tracking and comparison tools, to deliver a seamless, personalised experience.

The Mobile App Redesign

The redesign was deployed via a phased rollout to ensure stability, followed by module-level optimisations through growth experiments across Home, Package Listing and Package Detail pages.

Key Performance Wins

  • Retention: App open rates surged by ~76%.

  • Engagement: The new email design boosted CTR by ~50%.

  • Leads: Improved the Install-to-Lead rate from 19.8% to 31.67%.

  • Conversion: Collective design efforts nearly doubled L2C rates, driving a significant jump in revenue.

Projects for Boosting Agent Productivity

Projects for Boosting Agent Productivity

Consultants’ daily tasks were turned into staged challenges that motivated progress and recognised achievements. A series of three projects built around three key design outcome pillars. Growth, Motivation, and Hook.

Consultants’ daily tasks were turned into staged challenges that motivated progress and recognised achievements. A series of three projects built around three key design outcome pillars. Growth, Motivation, and Hook.

Focus Areas and Impact

Growth: Help agents visualise their growth path through milestones and clear, digestible content.

Motivation: Behaviour nudges for performance boost, and to increase positive engagements

Hook: To foster loyalty through recognition, rewards (on-screen/off-screen), and healthy competition.

Focus Areas and Impact

Growth: Help agents visualise their growth path through milestones and clear, digestible content.

Motivation: Behaviour nudges for performance boost, and to increase positive engagements

Hook: To foster loyalty through recognition, rewards (on-screen/off-screen), and healthy competition.

Focus Areas and Impact

Growth: Help agents visualise their growth path through milestones and clear, digestible content.

Motivation: Behaviour nudges for performance boost, and to increase positive engagements

Hook: To foster loyalty through recognition, rewards (on-screen/off-screen), and healthy competition.

The Oroginal Framework for Gamification

Destination Management Company

(TTTSN) | 0-1 Design

Destination Management Company

(TTTSN) | 0-1 Design

B2B business model that sources hotels, activities, and flights from local suppliers and provides them to agents for upcoming trips.

B2B business model that sources hotels, activities, and flights from local suppliers and provides them to agents for upcoming trips.

TL;DR

TL;DR

By prioritising experiential connection over feature bloat, we moved away from cold, traditional forms to create a knowledgeable guide that aligns with the traveller’s deeper intent.

By prioritising experiential connection over feature bloat, we moved away from cold, traditional forms to create a knowledgeable guide that aligns with the traveller’s deeper intent.

Travel Advisor Bot

The bot reduced cognitive load by unfolding questions progressively, leading to 6% higher lead volume

Collective design efforts nearly doubled L2C rates.

There’s more to this story. Switch to desktop to see the full version.