Fliggy Attractions,
from UI polish to product innovation

Travel isn't one purchase; it's a chain of decisions: where to go, for how long, how to get there, where to stay, what to do. Look only at the “buy” step and you can't see where users actually get stuck.

I led 7 in-depth interviews and 3 focus groups, breaking down every task from first hearing about a destination to planning a route and booking. The result was an end-to-end map of how travellers think, which surfaced the product opportunities.

A POI (Point of Interest) covers travel destinations such as attractions, restaurants and airports. It is the core page where users get to know a place and decide whether to buy.

Step one improved the existing product (version 1.0), fixing thin content and weak ticket conversion. Step two reinvented how travel is sold (version 2.0, “Take you”), on three fronts at once: the shopping journey, page structure and product format.

The old POI page was just an information list, with address, phone and opening hours piled together. After reading it, users still didn't know whether the place was worth visiting.

The redesign first tiered users by need: inspiration seekers are exploring and skimming, and need a complete impression of the place; planners are building an itinerary and digging deep, and need enough to make a decision. We rebuilt the page zones around these two groups and turned opening hours, transport, pricing and photos into structured information.

The old ticket module made users pick a category first, then who the ticket is for, then compare prices, and only at the end decide what to buy: exactly the reverse of how they actually decide.

Click analysis confirmed it: the tabs added clicks and noise without helping anyone decide. The least-clicked ticket tab got just 12%, while the top two products took 37% and 27% of clicks.

The old journey was “search → list → detail”, which only served users who already knew what to buy. The inspiration and deep-planning stages were almost empty.

Version 2.0, “Take you”, is for undecided users: themes first gather interest, a map view lets users explore destinations, and things to do at each destination draw them to specific products. Inspiration, planning and purchase happen in one journey.

The new POI page has two layers. In the shopping layer, the upper part is the inspiration zone, telling the destination's highlights; the lower part is the conversion zone, with curated packages. The navigation layer distributes destinations through a map view, so users move naturally between city, district and attraction.

One structure works at three scales, city, district and attraction: from “Suzhou” to the “West Lake Scenic Area” to “Lingyin Temple”, the experience stays consistent while the content adapts to the scale.

Shelf-style lists split tickets and hotels into isolated SKUs, leaving users to piece a trip together themselves.

The new format bundles stay, play, treats and transport into a distinctive, complete travel experience: a one-line highlight says what makes it special, and a full itinerary ties the services together, answering how to get there, what to do, where to stay and what to eat in one go.

The 1.0 redesign lifted the existing POI page's core metrics across the board: ticket conversion +43%, time on page +47%, content CTR +28%.

Version 2.0 then defined “Take you”, a new travel shopping format for Fliggy, across the shopping journey, page structure and product format.