Klook: Simplifying international travel itineraries for U.S. travelers
Role
Product Designer
Timeline
4 Months
Team
1 Product Designer
Platform
Figma, FigJam
OUR CLIENT
What is Klook?
Klook is Asia’s leading travel and experiences platform. With over $1 billion in funding, 31 million platform views, and 32% market share, Klook offers seamless booking for attractions, tours, local transportation, and activities across the globe.
Our Challenge
Many Products, Little Usability.
With such a wide range of offerings, such as tours, transit, dining, and tech on Klook’.com, our goal was to reduce friction across the full user flow—from discovery, to decision-making, to transaction.
User Persona #3
Name
Parents
Nationality
Home Sweet Home
Notes
Actively use promos and package deals
Focuses on finding family-friendly activities
Prioritizes family comfort and quality over the price
PERSONA
Klook’s US Market Consumers
User Persona #1
Name
College Students
Nationality
United States/International
Notes
Prioritize price, easy planning, and credibility via social media
Don’t have experience with international travel
Or experienced with travel domestically and internationally
K
L
O
O
K
K
L
O
O
K
User Persona #2
Name
Working Adults
Nationality
Corporate Desk
Notes
Balance work and personal travel explorations
Like to plan spontaneous solo or group trips
Want access to a comprehensive platform that saves time
USER RESEARCH
From 27 User Interviews, We Identified 4 Pain Points
My Design Challenge
Itinerary Feature Redesign
Our team divided the project into individual pages, with each designer responsible for a specific section. I led the design of the itinerary page while also providing feedback to teammates and participating in weekly standups. My designs focuses on solving the pain points around itinerary by including data visualization, personalization, and clear directions.
The Current Klook Website
There’s currently no centralized tool to help manage all their bookings in one place.
Klook has over 30 million users and lets people book activities and view them, but there’s currently no centralized tool to help manage all their bookings in one place. After literature review and competitor analysis, I found out:
Higher User Retention
Booking.com reported that users who engaged with trip management tools (e.g., saved itineraries, trip planners) had a 25–35% higher return rate for future bookings.
Improved Conversion & Upsell Opportunities
Users are 42% more likely to book multiple services (flight + activity + hotel) when they can manage them all in one place (Expedia Group).
Competitor Advantage
Major U.S. competitors like Tripadvisor, Booking.com, and Expedia all offer centralized tools to manage bookings. This sets a clear user expectation in the U.S. market, making localization essential.
The Current Klook Website
Separated entry point for itinerary-related features
Klook also offer blog-style itineraries with local recommendations, but these booking and itinerary features are spread out across the platform, which can make the experience feel a bit disconnected.
Entry point for blog post itinerary is on the footer
LOW FIDELITY WIREFRAMES
Initial Ideations for Itinerary Page
After looking into all the itinerary-related features on Klook, I sketched low fidelity wireframes for three main features: recommended for you(which is current Klook blog post), build your own itinerary(centralized tool to manage trips), and AI itinerary for personal recommendations.
Low fidelity sketches for Klook blog redesign, build your itinerary, and AI itinerary
FEEDBACK FROM THE CLIENT
Balancing Vision and Feasibility
During our bi-weekly client syncs, the project managers and I presented my design ideas to the client. I received feedback to balance vision and feasibility—features like AI-generated itineraries were exciting but not easily implementable in the near term. After conducting an impact-feasibility analysis, I decided to prioritize the “Build Your Own Itinerary” feature while still completing the other two concepts.
KEY DESIGN DECISIONS
Entry Point of Itinerary
My team discussed and reorganized the information hierarchy of the homepage and navigation bar, and decided to add “Itinerary” in the navigation bar due to its importance and frequent use.
Klook’s current navigation bar
Destinations
CNY
Go to app
Trip Planner
Sign up
Log in
navigation bar after redesign
KEY DESIGN DECISIONS
Date & Destination Selection
Before users start planning their trips, they’re asked to enter basic information such as travel dates and the number of people. To improve the onboarding experience, I iterated on the flow to address information hierarchy and reduce cognitive overload.
Embedded Calendar in Trip Management Page
Increased cognitive overload
Requires users to scroll to access the calendar
Avoids an extra step of clicking on ‘next’ button
Seperate Onboarding Page
Reduces cognitive overload with a step-by-step flow
Clean layout — aligns with U.S. user expectations
Visually highlights destinations with images
KEY DESIGN DECISIONS
Trip Specific Onboarding Questions
For the AI Itinerary feature, Klook will ask a few additional questions to personalize trip suggestions. I explored on different input methods to make the process smoother and more engaging for users.
Card-Based Trip Type Selector
Visually engaging and intuitive
Encourages quick decision-making
User testing found U.S. users prefer simple illustrations
Text + Tag-Based Personalization Form
Visually dense and potentially overwhelming
Text fields requires more effort from the user
Supports flexible, user-generated inputs
Final Design
Build Your Own Itinerary
Centralized Entry Point
Kick off your adventure through the “Trip Planner” tab on navigation bar, where you can plan your own trip, get AI-generated ideas, or browse itineraries pulled from Klook’s blog.
Calendar View & Drag and Drop
Users can easily organize their plans with calendar view. Activities can be added, removed, or rearranged with drag-and-drop, making it simple to build a trip that fits their pace.
Final Design
AI Itinerary
Personalized by AI
Let AI do the planning for you, perfect if you’re low on time or inspiration! While it’s generating, users get fun travel facts to keep the experience delightful.
Onboarding
This onboarding flow helps users set key travel preferences like trip type, group size, and vibe, so Klook AI can suggest plans that match their needs.
Swap or Delete Activities
On top of the drag-and-drop calendar, users can easily delete activities or use the AI-powered swap modal to get smart and personalized suggestions.
Final Design
Recommended for You
Klook Blog Redesign
Redesigning Klook Blogpost, I kept the layout clean with clear structure, and links to attractions embedded as cards
Attraction Cards
Substitute this
REFLECTION
What Did We Learn?
Thank you to Klook for the opportunity to explore long-term features and deepen our product thinking around user needs, information architecture, and scalability.
What we accomplished:
1
Streamlining a wide range of offerings through clear hierarchy and Western UX patterns
2
Aligning design with backend feasibility using a scoped feature roadmap
3
Reducing friction by simplifying CTAs and navigation
4
Balancing global scalability with regional design considerations
Next Steps
What Is Next?
This was my first experience working with a client and attending client syncs! I learned so much—from understanding the business perspective to collaborating with a team and supporting other designers in a mini–PM role. This experience also inspired me to become a Project Manager next semester. Can’t wait! :P
Conduct User Testing
Identify key usability issues through targeted user testing with representative users.
Developer Feedback
Discuss with developers how back-end teams would like to prioritize immediate vs. future implementation of all features.
Compare User Testing
Compare user testing results with competitor platforms to guide additional improvements.
Contact me at zw757@cornell.edu
fun fact: tomato is my favorite veggie(fruit) if u can’t tell:)