Mix & Match Homepage Redesign helped boost completed purchases by 35%
Client: Mix and Match
Role: Lead Designer
Disciplines: Research, workshop, User Journey, User stories, Sitemap, Userflow, Wireframing , User interface design
Role: Lead Designer
Disciplines: Research, workshop, User Journey, User stories, Sitemap, Userflow, Wireframing , User interface design
Project overview
Mix & Match, part of the House of Travel group, offers global flight bookings along with cruise, accommodation, insurance, and car rental options. Their main challenge lies in the highly competitive travel market, with an increasing number of online travel agents and flight providers. I was tasked with leading the UX/UI design to enhance the user experience, streamline transactions, drive revenue growth, and build brand awareness. This project involved firstly with the home page redesign.
Mix & Match, part of the House of Travel group, offers global flight bookings along with cruise, accommodation, insurance, and car rental options. Their main challenge lies in the highly competitive travel market, with an increasing number of online travel agents and flight providers. I was tasked with leading the UX/UI design to enhance the user experience, streamline transactions, drive revenue growth, and build brand awareness. This project involved firstly with the home page redesign.
Problem
The Mix & Match homepage felt outdated and limited, with several known customer pain points that needed to be addressed. Users struggled to navigate the site, often failing to find what they were looking for, which led to abandoned purchases. Our goal was to enhance the user experience, modernise the design, and increase both flight booking conversions and user sessions.
The previous homepage lacked the flexibility needed to accommodate the features and options expected in today's flight booking systems, ultimately compromising usability. Additionally, the UI design system required refinement to standardise buttons, input fields, tab structures, and other elements—ensuring consistency and alignment with best heuristic practices.
Objectives
Business goals
• Ensure flexibility to accommodate the features and options expected in modern flight booking systems.
• Introduce a "Cheap Flights" feature for users seeking budget-friendly options.
• Highlight a unique selling proposition to differentiate the website.
• Increase user sign-ups and engagement.
Business goals
• Ensure flexibility to accommodate the features and options expected in modern flight booking systems.
• Introduce a "Cheap Flights" feature for users seeking budget-friendly options.
• Highlight a unique selling proposition to differentiate the website.
• Increase user sign-ups and engagement.
User goals
• Provide a delightful and consistent consumer experience with a refreshed UI.
• Create a frictionless signup experience, highlighting the benefits of registration.
• Improve the login/sign up experience for enhanced clarity and usability.
• Increase content relevancy with inspiring travel content.
Impact
As this was a focused project, we implemented the new features in phases. Throughout the process, we worked closely with the product team, engaging in numerous discussions and design iterations to refine the experience and ensure alignment with both user needs and business objectives.
Discovery
Direct competitor workshop
By analysing, Mix & Match's competitors, I provided us with valuable insights that enable you to make informed decisions regarding your products, pricing, marketing, and overall business strategy. This process allowed us to understand the market landscape, identify opportunities for differentiation, and anticipate industry trends.
User research
Our users
Before beginning the design process, we conducted a deep dive into existing behavioural and purchase data to better understand our users. We also carried out a series of customer interviews to gain direct insights.
We defined one key user archetype and mapped them to their respective jobs-to-be-done. To validate our assumptions, we observed user behaviour on the website and conducted CRO tests to gather additional data.
We will analysed data from customer service calls, insights from journey mapping exercises, and discuss plans for usability tests.
We will analysed data from customer service calls, insights from journey mapping exercises, and discuss plans for usability tests.
User Findings for Mix and Match website
• Users struggled to locate the main CTA for flight search, often navigating to sub-pages instead.
• It wasn’t immediately clear that departure and return flights could be selected separately.
• Many users preferred the main navigation menu over secondary menus or tiles.
• Over 75% of visitors engaged with the search bar or top navigation, with minimal scrolling.
• Users frequently clicked dropdowns, bypassing the type-and-search function.
• Low engagement observed in some deal sections.
• It wasn’t immediately clear that departure and return flights could be selected separately.
• Many users preferred the main navigation menu over secondary menus or tiles.
• Over 75% of visitors engaged with the search bar or top navigation, with minimal scrolling.
• Users frequently clicked dropdowns, bypassing the type-and-search function.
• Low engagement observed in some deal sections.
User needs
User needs identified from research for Mix and Match's homepage redesign:
• Clear and well-organised flight search bar.
• Flexible search options with useful filters.
• Helpful hints to guide users through the search process.
• Multiple payment options for a seamless checkout experience.
• More visually appealing deal and content cards
• Clear and well-organised flight search bar.
• Flexible search options with useful filters.
• Helpful hints to guide users through the search process.
• Multiple payment options for a seamless checkout experience.
• More visually appealing deal and content cards
Wireframes
Wireframes were created to plan the framework of the homepage providing a visual representation that integrates user experience with business and system requirements. This approach ensured a smooth flow and alignment between user needs and business goals.
Final Designs
Before the redesign, the flight search bar lacked clarity, particularly when users were required to enter a destination. The existing search function didn’t align with Mix & Match's business goals or fully meet customer needs. Now, the flight search bar is streamlined and intuitive, with a stronger emphasis on value propositions and prominently displayed payment options. This improvement enhances clarity, flexibility, and user confidence, leading to a more seamless and engaging flight search experience.
Travel inspiration
A travel inspiration blog was launched to generate excitement and reinforce Mix & Match's brand strategy. It featured engaging visual content, enhancing the brand experience and inspiring users to explore new destinations.
Flights search bar
The "From" and "Where to" fields in the flight search bar were selection-dependent inputs, but this wasn’t clearly indicated. To improve clarity, I visually grouped the two fields, reinforcing their connection. Additional visual cues, such as pins and date icons, were also added to enhance usability.
Design System
Mix & Match's design system foundation was built on the principles of consistency, clarity, and user-centric design. These guiding principles ensured that every element, from typography to interactive components, aligned with the brand's vision and provided a seamless, intuitive experience for users. The system was created to enhance usability, streamline design processes, and maintain coherence across all touchpoints, creating a cohesive experience.
Results
The success of this project highlights the impact of a thoughtful, user-centric approach to design. By addressing key usability challenges, refining the search and booking experience, and aligning the platform with both customer needs and business goals, we delivered a more intuitive and engaging experience. The updated design not only improved conversion rates but also established a scalable foundation for future growth. Mix & Match is now better positioned to serve its users with a seamless and inspiring travel booking journey.