Contiki (Travel & Leisure – B2C)

 

Platforms: Web, Mobile
Role: End-to-End Product Design and Product Management

 

Contiki is a global travel brand specializing in curated group adventures for travelers aged 18 to 35. As Product Design Lead, I directed and executed the redesign of Contiki’s digital ecosystem, transforming it into a mobile-first, highly personalized platform that reflected the brand’s focus on social connection, cultural immersion, and sustainability. The goal was to increase engagement among young travelers while addressing post-pandemic trust, safety, and affordability concerns.

 

I began with deep user research and persona development, conducting interviews and behavioral mapping to identify eight distinct traveler types including adventure seekers, cultural explorers, and relaxation-focused users. Secondary research considered parents as key decision influencers, shaping how safety and reliability were communicated. I led journey mapping for each persona, defining the digital touchpoints where trust, clarity, and excitement were most critical. Using Sitecore as the personalization engine, I designed dynamic content modules that tailored itineraries, recommendations, and offers to each user’s interests and history. The interface was restructured for speed and accessibility, with a mobile-first approach that prioritized navigation, real-time updates, and responsive layouts.

 

The results validated the strategy: engagement increased by 39 percent, and conversions rose by 25 percent due to persona-driven personalization and optimized booking flows. The new design system improved consistency across global markets and allowed scalable updates without technical debt. Contiki’s reimagined platform now delivers a dynamic, inclusive, and emotionally engaging travel experience that strengthens loyalty among young, adventure-driven travelers while reassuring parents and sponsors about safety and value.