TAGTHAi
Tickets & Tours
An online travel marketplace, allowing users to discover, purchase, and manage travel experiences and entry tickets for Thailand's attractions and activities - all from a single digital interface.
Product
Role
Project Overview
Responsibility
Development
Tools
Team Members
(7 members)
Duration
TAGTHAi Tickets & Tours: TAGTHAi Online Marketplace
UX/UI Designer, Product Owner (Functional)
TAGTHAi Tickets & Tours is an online marketplace within the TAGTHAi app that enables users to discover, compare, and purchase travel tickets, tours, and experiences. The feature focuses on improving discoverability, search, and communication to support user decision-making and drive conversions across local and international travellers.
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Owned and led end-to-end execution of Tickets & Tours features, from research and requirement definition to UX/UI delivery
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Analysed user behaviour, search patterns, and marketplace performance data to inform product decisions
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Defined business requirements, functional user stories, and end-to-end user flows for marketplace features
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Designed UX/UI flows and screens aligned with design systems and content standards
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Created UX copy to support clarity, trust, and ease of purchase throughout the journey
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Collaborated closely with designers, business analysts, developers, and stakeholders to optimise the marketplace experience
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Built strong understanding of online marketplace and search behaviour best practices
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Conducted competitor research to benchmark global ticketing and tour platforms
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Iterated on MVP features based on insights, constraints, and delivery timelines
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Strengthened skills in data-driven product thinking and cross-functional collaboration
Figma
UX/UI Designers (2)
Business Analyst (1)
3 months
Concept Research: Surveys, & User Personas 🙆🏻♀️📃
A deep dive into competitor analysis, and concepts to inform strategic design decisions. This research identifies industry best practices, user expectations, and opportunities for differentiation, ensuring a competitive and user-centric UX/UI approach.
Product Discovery & Implementation Timeline
Define phasing from discovery to implementation, delegate tasks & roles to design & delivery team members.
Marketplace Concept & Competitor Research
Analysed leading travel platforms to evaluate user experience, features, and business strategies, identifying strengths, gaps, and opportunities to inform the development of TAGTHAi’s online marketplace.
💡Key Summary
Klook offers an inviting and cheerful first impression with user-friendly UX/UI and a clear tone of voice. The platform is easy to navigate, with universally familiar design elements and a reliable search and filter system that helps users quickly find activities, tours, or tickets. It stands out for its wide variety of global experiences and customer-centric approach, offering first-time discounts and deals to retain users. While its 1-day tour options are limited, the booking system is smooth, flexible, and includes free cancellation.
💡Key Summary
Trip.com offers a clean and organized visual layout with prioritized sections for deals, featured items, and recommendations, making it easy to browse. However, the excessive menus and submenus can feel overwhelming and confusing. While the platform includes basic search and filter functions, it lacks depth—especially for attractions and hotels—when compared to competitors like Agoda. Product details are limited, which affects comparison and conversion. Although membership is required to access full value, the frequent and intrusive sign-up popups negatively impact the user experience.
💡Key Summary
Agoda offers a clean, familiar interface with strong visual hierarchy, making it easy for users to navigate and search by location or keyword. Its robust filtering system helps refine results by categories like food, experiences, and attractions. While clear CTAs and promotions appeal to price-sensitive users, the abundance of tags and banners can make the experience feel cluttered.
💡Key Summary
KKDay focuses on personalized user experiences through curated recommendations, themed collections, and a clean, easy-to-navigate interface. While it emphasizes quality over quantity in its offerings—mainly tours and unique activities—it’s limited to the Asia region. The platform only allows one product per purchase, making checkout less efficient, and its promotions are fewer and less diverse compared to competitors like Klook.
Online Marketplace Survey
Conducted a user survey to understand travel behaviors, preferences, and pain points when using online marketplaces, generating insights to guide feature prioritization and improve TAGTHAi’s platform experience.
🔍Objectives:
How to make TAGTHAi marketplace platform directly corresponds to user usability and experience in purchasing products/services easier, faster, and more convenient?
🌟Incentive:
Panpuri Onsen Voucher 750 THB
🤩Target Group:
Thai or foreign travellers who often travel and might have purchased products/services on an online marketplace platform aged 18-50
👯♀️Participants:
53 responses
💬Questions:
5 sections, 15 main questions
Survey link: Online Marketplace Survey
Panpuri Onsen Pass: participants to answer the questionnaire will be selected to receive our reward
🧭 Survey Summary Report
Reasons to use online travel marketplace
80% of the participants choose online travel marketplace because of convenience, followed by 73% said they prefer price & promotions.
Concerns of purchase from online marketplace
Almost half said authenticity, reliability, credibility, and accuracy concern them the most when purchase products/services from online travel marketplace.
Most of the participants solve their concerns by reading reviews to check quality, and pre-post services of the products, also looking for 'verified' or 'official' badges for stores.
Product finding
and solving
68% directly search the products they are looking for, while 12% use filter and sort features to help they find the products
In case of no search result, 54% search the same products on other platforms (e.g., competitor apps, Google, social media, etc.)
Views of personalisation & suggested products
43% feel neutral with personalisation: they believe this feature is not necessary and it's fine to browse products on the platform themselves
66% directly would like to see promotions of accommodation, followed by transportation tickets (43%), and food and beverage tickets (41%)
Payment and purchase concerns
83.9% of the participants agreed that having return, refund, and cancel payment order is very important to them.
According to the traveller insights
Sometimes they don’t have a specific date/plan schedule for the trip
They prefer to be flexible during the trip planning - it should be fun not stressful
Feature priority of online travel marketplace
72.5% require search and filters in order to find products that suit their preferences.
Easy payment process, and promotion offers are followed, at 64% and 60%, respectively.
🙋🏻♀️ Developing User Personas
keywords: based on the survey we have analysed and turn research answers into user personas that are separatced by genrations in the mordern day lifestyle
Gen X
Gen Y
Gen Z
Discovery Workshop: Define priority of features for product implementation 🎪
Online Travel Marketplace Workshops
💻 Desk Research Summary
A discovery of mass user expectations on online travel marketplace, covering B2C (particularly booking e-commerce), B2B, and tour agent platforms.
B2C Feature Priority
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Easy Searching and Flexible Booking
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Value the Relationship and Be inspired to users (24/7 Support)
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Promotion & FAQ
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Personalisation for less effort
B2B Feature Priority
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Product browsing and Finding Information
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Promotion & Payment Channel to Process
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Help Support & Service Contact Point
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Product Reviews & Recommendations
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Live Chatbot
B2C Feature Priority
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Booking Channel Ability
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Immediate Information Finding
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Understandable Product Category
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Help Contact and Tips
🎨 Workshop Materials
🔍Objectives:
To identify functional or necessary features for the TAGTHAi online marketplace platform (in order to encourage users to complete a purchase)
🎯Focus:
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Creates a shared understanding with all stakeholder (aligned vision)
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Generate ideas to move forward with (to design user flows & wireframes)
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Shapes and collects requirements from all stakeholder (agree as a team to move forward)
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Define feature development roadmap based on customers need (Identifying MVP & plan for system dev team to work on)
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Keeps a clear scope of the project and does not allow it to stretch unnecessarily (smooth & undisturbed feature development process)
📎Methodology:
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Crazy 8
🎨 Result Summary & Design Solutions
🔍Common pain points & feature suggestions for TAGTHAi Marketplace:
Based on the research journey above, we developed the concept planning and phasing for implementation. The marketplace implementation is divided to 3 MVPs as followed:
User Flow Examples 📱
A showcase of intuitive user flows, mapping seamless interactions that enhance usability and guide users toward their goals effortlessly.
Tickets & Tours - Concept Flow
Designed and mapped out the user journey for TAGTHAi’s Marketplace, enabling users to explore all TAGTHAi products, both for the existing journey and Guest Access Mode journey without sign-in. The marketplace features aim to categorise and enhance visibility of product and services from TAGTHAi, also, its partners to generate more income and retain customer loyalty, using API integration rather than web-view display for seamless experience.
Tickets & Tours Flow
Tickets & Tours - Guest Mode Flow
Tickets & Tours - UX/UI Flow
The flow covers a user journey from the landing page which separates the sections based on various entry points to the purchase stage. Users can explore products by sections including: 'Recommended For You' and 'Explore More' where there are filters sorted by 'province' and 'interests' which users can select following their preferences.
