Context
TIDA is a white-label B2B SaaS platform for travel agencies. It provides a digital service under the client's brand, featuring automated content updates, booking flows, request processing, and an admin dashboard—enabling deployment without building custom websites from scratch.
Problem
Travel agencies needed a fast, affordable way to launch branded digital services. Custom website development was slow, expensive, and inconsistent, while content updates, incoming requests, and client launches depended heavily on manual manager work.
Key question:
How to digitize an agency’s core operations and storefront while eliminating manual workflow dependency?
My Role
I led product design and frontend direction, bridging business logic, UX, and technical implementation. I owned the UX architecture, token-based system, and co-shaped product strategy with the CEO.
Strategy
The UX strategy targeted two primary user personas: the traveler searching for a destination, and the agency manager handling content and configuration.
The pivotal UX decision was to transform the static agency website into an active, operational digital service. For travelers, this meant designing an intuitive discovery ecosystem across tours, hotels, spots, news, and advanced filtering. For managers, it meant structuring a centralized admin workflow that shifted repeatable operations to the system, allowing people to focus strictly on handling exceptions.
Key Product Decisions
1. Platform сore & theme layer
Instead of building isolated websites, I architected a unified product core connected to configurable theme layers. Brand assets and styles apply as a visual token layer on top without altering the functional code. This architectural separation compressed deployment into a predictable, repeatable 1-hour workflow using reusable components.
2. Connected travel discovery & booking flow
I transformed a rigid tour catalog into an interconnected research environment. The UX links all content types—tours, hotels, spots, and local news—directly to a single global filtering system and a clear conversion step: submitting a digital request.
4. Admin panel structure
To remove operational friction, we designed a task-focused admin panel split into two distinct interfaces:
Super Admin: For platform administrators to onboard agencies and manage accounts.
Agency Dashboard: A self-service workspace for clients to process bookings and customize brand styles.
4. Hotel partner layer
I designed a hotel partner layer as a B2B SaaS revenue stream built on a strict UI priority system. The highest-paying hotels competed for slots 1–5 in the homepage hero slider. Secondary carousels promoted the next 10 hotels across pages, while the filtered directory led with a curated "TOP-10" block (5 slider hotels + 5 featured others). This maximized direct leads for hotels and unlocked a scalable monetization layer on top of core subscriptions.
Outcomes
Metric | Results |
|---|---|
Revenue (B2B hotel partner layer) | +12% |
Team Scaling (1-2 managers instead of 10 per agency) | -80% |
Time-to-Launch (Standard setup down to 1 hour) | -95% |