CANADIAN TRAIN VACATIONS (PRODUCT OF FRESH TRACKS CANADA)

How I Optimized a Luxury Booking Experience That Was Losing Potential Customers

The Challenge: Users weren’t dropping off because they lacked interest; they were leaving because $3K–$15K luxury itineraries felt overwhelming, not inspiring. Travelers struggled to make sense of complex, multi-day trips, leaving excitement lost in the details.

What I worked on 

Led design and A/B testing

Team

CRO Manager, UX Researcher, and 2 Engineers

Year

2024

Backstory: The discovery that sparked a redesign

This project began as a research initiative I led before our UX researcher joined. Early heatmaps and session recordings revealed that users couldn’t make sense of the high-cost, multi-day itineraries. 

When the UX researcher came onboard, usability testing validated this insight: the way information was structured and navigated left travelers unable to evaluate trips with clarity or confidence.

Outcome

Solution

I took a phased optimization approach, starting with A/B tests on trip cards to improve discovery, then redesigning the trip details page for clarity and excitement, and finally streamlining the booking form to reduce friction.

Phase 1: Improving discovery and lead qualification

The Challenge: Trip cards weren't effectively communicating value, leading to unqualified leads and wasted sales time.


My Approach:

  • Analyzed existing card performance and information hierarchy

  • Identified two potential solutions for better value communication

  • A/B tested improved layout against original design


Phase 2: Three-component optimization of the complete experience

Component 1: Hero Section Redesign



  • Clear route visualization and trip scope communication

  • Essential details (duration, destinations, pricing) at first glance

  • Immediate luxury positioning and value proposition

Component 2: Trip Itinerary Storytelling

  • Day-by-day visual journey narrative

  • Progressive disclosure of complex 8+ day experience

  • What's included transparency to reduce confusion calls

Component 3: Sticky Navigation System



  • Persistent access to pricing, itinerary, and FAQs

  • Solved navigation complexity for multi-day trips

  • Mobile-responsive interaction patterns

Phase 3: End-to-End Journey Testing

Phase 3: End-to-End Journey Experience (Desktop)

Phase 3: End-to-End Journey Experience (Mobile)