Agoda Families

"How might we integrate personalized family travel recommendations to create memorable, stress-free vacations?"

"Led the end-to-end UX design for Agoda’s Family & Group travel experience in close collaboration with product managers, researchers, and engineers. Focused on streamlining the booking flow and enhancing personalized recommendations for family travelers, resulting in a 12% increase in booking completions for multi-guest trips."

Project Summary

As a UX/UI Designer on Agoda’s Family & Group Travel team, I contributed to a series of experiments and design initiatives aimed at streamlining the planning and booking experience for multi-guest travelers. Due to the confidential nature of the project, I’m unable to share full visuals — but here’s an overview of the key focus areas I led:

1. Visual & Thematic Design for Families

Designed flexible UI themes tailored to different traveler types — including families with

children, adult family groups, and 3+ person group travelers. These themes created space to surface curated content, relevant accommodations, and marketing assets that better resonate with each segment.

2. Accommodation Feature Design

Based on user research and internal data, I designed feature modules that highlight what matters most to family travelers — such as room capacity, amenities, and price-saving opportunities. The goal was to reduce decision time and support budget-conscious bookings.

3. UX Copywriting: Messaging & Information

Collaborated across teams to improve how accommodation details, pricing, and policies are communicated. This included addressing common user pain points and improving content hierarchy to reduce confusion and improve confidence during booking.

My Team

Agoda Traveler Segment Products - Family & Group Travelers - Year 2018

🇮🇳 Subhanshu Saxena - Product Manager

🇺🇸 Christopher Thomas - Product Manager

🇺🇸 Lauren Bowers - Design Lead

🇺🇸 Monica Lees - Senior UX Researcher

🇹🇭 Chutimon Tangtanaporn - UX/UI Designer

My Role: UX/UI Designer – End-to-End Design

Led design execution across features tailored for family and group travelers
Collaborated with cross-functional teams to break down complex problems into scalable solutions
Worked closely with UX researchers to synthesize insights from customer interviews conducted in Bangkok and Kuala Lumpur