GTA – Global Travel Agency – Workshops, UI & UX Design – E-commerce Website



In June 2017, I joined the project team working with GTA with the responsibility for delivering three client workshops: “Design Systems and Defining Design Principles”, “UX Workflow for Digital Commerce: Processes and Tools Recommendations” and ” Competitor Analysis in the Travel Industry: Design, Site Performance, Conversion, A/B Testing Ideas”.


The workshop’s objectives were to transfer knowledge from the design team to the project stakeholders, engage and interact with the client to brainstorm GTA’s own Design Principles, Market Positioning and Testing Ideas. The post it wall was used for rapid ideation and a final document was delivered with the workshop’s results.


During this first phase of work at GTA, I was also responsible for creating and delivering the Australia’s branch website user journeys and high fidelity wireframes.


In August 2017, I rejoined the project team with the responsibility of leading the user experience of the features and enhancements roadmap.


  • Key features and enhancements worked on
    Promotions, Agent Service Fees, Boundary Box, Google Places, Cross Sell, New Payment Options, New Login Page, Make It Easier To Change Commission, Transfers, General UX Booking Journey, Data Source Blocks.


  • Team work and stakeholders management
    Working with various members of the project team and the business to understand the business requirements for new features or enhancements, understanding any technical or process constraints, analysing any existing customer feedback and/or analytics, conducting research to understand the need better where possible (usually conducting desk based research, scanning the market, and asking around without the ability to conduct conventional user research).


Competitors Analysis and UX Recommendations


  • Exploration of the problem or opportunity
    Seeing what is possible but also what is most realistic/fitting for the business and current platform setup. Exploring how the solution will work for however the customer decides to interact with the GTA website (keeping in mind localisation, devices, screen sizes).


  • Prototypes and Wireframes
    Sketching early ideas, producing wireframes or prototypes to show journeys and interaction. Monitoring existing journeys and how this will affect the design ecosystem, working with the team (visual designer, front-end developer, back-end developer, and business analyst) to ensure the best solution.


Rapid Prototyping



Wireframes and Annotations


  • Testing ideas
    Depending on timeline and budget, this could be user research in a variety of forms from usability testing to online surveys, but is usually quick guerilla testing with colleagues who aren’t close to the subject.


  • Buy in and sign off
    Presenting UX and design to both internal teams and the business, from exploration stage to final sign off. Collating and balancing UX and design feedback from stakeholders with different priorities, as well as internal team  and coming up with solutions that meet these needs without compromising on a positive user experience.


  • Regular check ins during build
    To ensure UX and design alignment.