Contiki Case Study (B2C) - Web, Mobile
End-to-End Product Design & Development

Contiki is a travel company that specializes in organizing trips for young adults, typically between the ages of 18 and 35. They’re known for offering group travel experiences focused on adventure, social connection, and cultural immersion. Their target audience is primarily youth travelers looking for a blend of exploration and social opportunities, often including first-time travelers, solo travelers, and young people wanting to explore different destinations in a structured, safe, and affordable way.

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The company tailors its offerings to meet the interests of various personas within this age group, emphasizing experiences that align with distinct travel styles. These include adventure seekers, culture enthusiasts, partygoers, and those looking for relaxation. Contiki also considers secondary personas, like parents who may be funding the trips, by providing information on safety, cost breakdowns, and supervision levels.

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Challenges:

Contiki encountered multiple challenges that required a sophisticated, end-to-end product management approach to remain competitive and appealing to its young, dynamic audience in the travel industry. The rising popularity of DIY travel among young adults posed a significant challenge, as many travelers sought the flexibility of independent travel. Contiki needed to use product design to highlight the unique advantages of curated group tours—such as exclusive access to destinations and overall convenience—to stand out. Additionally, as travel preferences shifted, younger travelers prioritized sustainable and immersive experiences over traditional sightseeing. This trend demanded product design that aligned Contiki’s offerings with eco-friendly, authentic travel experiences. The expectations for seamless digital interactions added another layer, as UX issues or outdated technology could risk losing users to competitors. With a diverse 18-35 demographic that includes thrill-seekers, cultural enthusiasts, and relaxation seekers, Contiki faced the challenge of balancing these varied interests within a cohesive group experience. Addressing safety concerns was also vital, especially since many young travelers’ trips were funded or influenced by parents who value assurance in safety before committing. Price sensitivity further complicated the landscape, as young adults often view DIY travel as more cost-effective. Finally, following COVID, restoring trust in group travel required product design that emphasized adherence to health standards.

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Solutions:

To meet these challenges, we delivered a holistic, end-to-end product management solution with a strong focus on user-centered product design, aimed at optimizing user engagement and delivering a seamless digital experience. Starting with persona-based development, we conducted in-depth research to identify eight key traveler personas, such as adventure seekers and cultural explorers, while also accounting for parents as critical decision influencers. This groundwork allowed us to build a personalized digital experience around distinct user segments. We employed detailed user journey mapping for each persona, a crucial step in our product design, to outline essential information touchpoints—such as itinerary details and safety assurances—ensuring a cohesive experience across all platforms. Through Sitecore, we introduced automated personalization, tailoring content based on user profiles and behaviors. This personalized product management strategy provided relevant information at every interaction, whether it was itineraries, promotions, or travel tips.

 

Our solution also involved a complete redesign of Contiki’s web and mobile platforms, following a mobile-first approach. This end-to-end product design overhaul optimized navigation, responsiveness, and personalization to create a seamless booking experience. Recognizing that tech-savvy users expect fast, accessible mobile solutions, we enhanced mobile accessibility to ensure quick load times and streamlined navigation, making travel information and real-time updates readily available. Hyper-personalized content and offers further strengthened user engagement by delivering targeted trip recommendations and promotions, based on each user’s journey, fostering deeper engagement and interaction.

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Results: 

The results underscored the impact of our end-to-end product management and design approach, leading to substantial growth and engagement. Persona-driven product design increased customer engagement by 39%, as users found the experience relevant and tailored to their needs. By optimizing user journeys and providing timely recommendations, we achieved a 25% increase in conversions, reflecting stronger purchase consideration for Contiki’s offerings. The personalized experience enabled by Sitecore’s automation capabilities boosted customer satisfaction and retention, building a foundation of trust. Mobile-first design enhancements also amplified mobile engagement, ensuring consistency and ease of access across all devices. Sitecore’s scalability facilitated sustainable engagement, allowing Contiki to continue delivering personalized content as the user base grew, further establishing the brand as a leader in innovative, user-centered product design.

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Product Design Actvities & Deliverables

• Conducted in-depth end-user research tailored to client-specific needs

• Developed detailed user walkthroughs and journeys across digital platforms

• Created comprehensive user profiles and personas to inform design decisions

• Structured and optimized information architecture for seamless user navigation

• Provided low to mid-fidelity wireframes, advancing to full-scale high-fidelity wireframes for interactive and iterative testing

• Employed a modular design approach to ensure scalable, adaptable design solutions

• Documented key interactions to support consistent and intuitive user experiences

• Established and maintained an evolving design system for consistent updates and brand alignment

 

Through these targeted solutions, we positioned Contiki to exceed the expectations of young, adventure-seeking travelers, fostering loyalty and achieving sustainable growth.​