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The Challenge
Massive travel resellers like GetYourGuide and Expedia faced significant challenges in simplifying the travel planning experience for their users. Existing tools often overwhelmed travelers with complexity, making it difficult to organize bookings, times, and locations into coherent itineraries. Resellers also struggled with inconsistent pricing models, which required frequent manual updates and led to confusion. Moreover, there was no cohesive solution that could integrate with third-party apps or act as a white-label product, limiting resellers’ ability to scale their offerings and maintain brand consistency.
Process
The process started with a lot of listening and learning. I spent time talking to travelers, from seasoned adventurers to those planning their very first trip, and even grandparents who just wanted something easy to use. I wanted to understand their frustrations with existing tools—what worked, what didn’t, and where they often got stuck. On the flip side, I dove into reseller needs, sitting down with teams to figure out what they needed from an itinerary builder. It was clear early on that simplicity and flexibility were the two pillars we had to build on.
Once I had all the insights, it was time to start sketching ideas. I mapped out what the ideal user journey should look like—starting from a user logging in with their Google account, syncing their reservations, and then seeing everything fall into place in a clean, organized itinerary. I played around with wireframes to make sure the layout was super intuitive and the kind of thing that didn’t need instructions to use. Along the way, I kept asking myself, “Would my grandma get this?”
After the wireframes felt solid, I turned them into prototypes that showed off the real magic. Drag-and-drop functionality, clear pricing displays, and seamless integration with third-party tools like ticketing apps and calendars—all designed to work together effortlessly. I tested it with a mix of users, tweaking things after every round of feedback. Every click and every screen had to feel natural and purposeful.
Solution
To address these challenges, I designed an intuitive itinerary builder tailored for travel resellers. I thought out the tool would seamlessly connected to Google accounts, allowing users to sync reservations, tickets, and maps automatically. It featured a visually stunning and user-friendly layout, enabling travelers of all ages to easily plan and view their itineraries. A robust pricing model allowed for customization by day, attraction, or package, providing resellers with the flexibility they needed. The app’s design prioritized integration with third-party tools like ticketing systems, navigation apps, and calendars. As a white-label product, it offered resellers the ability to rebrand the solution, ensuring a seamless fit with their existing platforms.
Conclusion
The itinerary builder was a huge success internally while I was at Prioticket. Everyone loved how easy it was to use, how well it handled complex pricing, and the potential it had as a white-label product. It felt like we’d nailed something really special. But despite all its promise, it never made it to market. For one reason or another, Prioticket couldn’t sell it, and it ended up sitting there as this hidden gem. It’s one of those projects I look back on and think, “There’s still so much potential here.” Maybe one day, I’ll pick it up again and give it the second life it deserves.