Brief: To create a new concept for booking TUI Tours that enables customers to add extra daily excursions during the holiday booking process.
Response: After conducting a competitor analysis of successful tour operators, I made recommendations as to how the new product could fit into an existing e-commerce model. I convinced the client to trial a paper prototyping methodology to generate ‘think aloud’ feedback, rather than their default interactive prototyping. User researchers were so impressed with the insights which were surfaced by this approach, that not only were they used as the basis of subsequent interactive prototyping, but they were turned into a methodological case study.