A growing ecosystem, a fragmented experience

Tatilsepeti has grown into a multi-product travel ecosystem, offering hotels, flights, tours, villas and other travel experiences. As the product evolved, different experiences and approaches had accumulated across platforms and product journeys.

The challenge was not simply to redesign the interface, but to create a more coherent structure that could support both existing experiences and future growth.

Before designing, I mapped the ecosystem.

I started by auditing the existing web and mobile experiences, benchmarking 15 brands across the travel ecosystem, and meeting with product owners across departments.

These sessions helped uncover user journeys, business needs, product gaps and opportunities for improvement.

Audit → Benchmark → Stakeholder workshops → Journey mapping → Opportunities

From separate experiences to one ecosystem

The goal was to establish a shared product language across Tatilsepeti while creating enough flexibility to support different travel needs.

Together with Product, I defined a phased approach: first improving the existing experience and UI, then introducing new features and product experiences.

Three principles:
‍
One language
A consistent experience across web and mobile.
‍
One ecosystem
A connected structure across different travel products.

Phased transformation
Improving what exists while creating the foundation for what comes next.

Making search part of the experience

One of the key opportunities identified during the audit and benchmarking was the search experience.

The existing structure separated search from the overall product experience. I redesigned the search interaction to make it more visible, intuitive and integrated with the brand's new product language.

From search-first to product-first

The mobile app was restructured around the different ways users interact with Tatilsepeti.

Instead of opening directly into a search experience, the new structure introduces the product areas first and creates a more flexible foundation for an all-in-one travel experience.

One ecosystem doesn't mean one template.

Hotels, flights, villas and transportation have different user needs and decision-making processes. Rather than forcing every product into the same structure, I defined layouts and interaction patterns around each product's core experience.‍

Creating a scalable design language

To support the redesigned experience across products and platforms, I established a new design foundation covering components, visual language and interaction patterns.

The system was designed to provide consistency without limiting product-specific experiences.

A new foundation for Tatilsepeti

The redesign created a more connected and scalable foundation for Tatilsepeti's web and mobile experience.The first phase of the mobile redesign has been released, while the transformation continues through phased product and experience improvements.

‍Web
Redesigned experience

‍Mobile
Phase 1 launched

‍Product ecosystem
New & redesigned experiences

‍Design foundation
Shared components & patterns

End-to-end ownership

As the sole designer on the project, I owned the design process from audit, research and product strategy to information architecture, UX/UI, design system and prototyping.

I worked closely with Product and stakeholders across departments to define priorities, structure the roadmap and translate complex business and user needs into a coherent product experience.