Designing for Growth: Enhancing TXVacation’s UX to Drive Sales and B2B Partnerships

Improving website functionality and checkout to increase conversion and improve B2B collaborations.

Role: UX Researcher, UI Designer

Tools: Figma, Photoshop, Google Forms, Zoom

TXVacation struggled with:

Missed revenue opportunities due to low travel guide sales.
Weak B2B engagement, limiting partnerships and growth.
Unconvincing product pages—lacking social proof, clear info, and buyer confidence.

Through competitive analysis, user surveys and shadowing, I uncovered critical pain points:

61% of surveyed users don’t purchase or use travel guides because information is free online.
- They value their time when traveling and don’t want to waste their time when planning trips.
Competitor brands offer free content with blogs, companion apps, and downloadable guides at no charge.
- They also offer collaborations with other travel brands.

Added social proofing in the form of reviews and ratings to reassure users that others have had positive experiences with the travel guides
Included a product description to better inform users, clarify features, and keep them on the page for longer.
- Icons further help users allowing them to see what each product offers at a glance.

Introduced a page for businesses to submit collaboration inquiries.
Improved search functionality with filters for easy discovery.
Added more social proofing by showing some brands that TXVacation has partnered with in the past.

Due to time constraints these adjustments didn’t have the effect I thought:

19% of users tested felt the guides were worth it because they are well-researched and curated by locals.
81% of users still weren’t sold on buying travel guides and felt that travel sites and social media better suggestions.
B2B form was easy to navigate and submit.
All users felt the checkout process was smooth and familiar.

Small design tweaks (social proofing, product descriptions) do make a difference and can help drive revenue growth.
The travel guide product can be a great investment, it just needs to feel like a must-have. Possible reworks could include bonus perks, showing users how it can be time-saving, limited edition prints, and even hardcovers.

To build on these improvements, future steps include:

Conduct A/B tests on ordering flows with more product callouts and perks to gauge product interest.
Expand B2B form with more fields to uncover more partnership details.
Gather post-redesign feedback to fine-tune the user experience.