Understanding the problem before redesigning it

Tatilsepeti had grown into a large travel ecosystem with hotels, flights, tours, villas and other travel products. Over time, different journeys had evolved with different patterns, priorities and interaction models.

I started by stepping back from individual screens and looking at the product as a whole.

I audited the existing web and mobile experiences, benchmarked 15 brands across the travel ecosystem, mapped key journeys and ran workshops with product owners and senior stakeholders across departments.

This helped me define where the experience needed to change, which problems should be solved first and which improvements could become part of a larger product direction.

Turning scattered needs into a product direction

The research revealed that the challenge was bigger than visual consistency. Different products and journeys needed to feel like parts of the same ecosystem without losing their own logic.

I worked directly with Product and business stakeholders to turn these findings into a phased transformation plan.

We prioritised improvements to the existing experience first, while establishing the structure and design foundations needed for new features and products later.

‍One product language
Create a more consistent experience across web and mobile.

‍One connected ecosystem
Bring different travel products into a clearer overall structure.

‍Phased transformation
Improve the live product while gradually introducing new experiences.

Audit → Benchmark → Stakeholder workshops → Journey mapping → Opportunities

Making search part of the experience

One of the clearest opportunities was the search experience.

The existing search structure felt separated from the rest of the product. I redesigned the interaction to make search more visible, easier to understand and better connected to the new product language.

The goal wasn't simply to move a search bar.

It was to make search feel like a natural starting point for discovering and planning a trip.

Moving the app from search-first to product-first
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I restructured the mobile experience around the different ways people use Tatilsepeti.

Instead of opening directly into a search experience, the new structure starts with the product areas and gives users a clearer way to decide what they want to do.

This became the foundation for an all-in-one travel experience — a structure that can support hotels, flights, transportation and other travel products within one ecosystem.

The first phase of the redesigned app has been released, while the experience continues to evolve through phased releases.

Designing around different travel decisions

An all-in-one ecosystem doesn't mean every product should work the same way.

A hotel booking, a flight purchase and a villa experience have different user needs, decision points and information priorities.

I defined the interaction and layout rules for different product types and adapted the experience accordingly — creating a common product language without forcing every journey into the same template.

This approach also gave the development team clearer rules for extending the product with new experiences.

Creating a scalable design foundation

As the product expanded, consistency couldn't depend on individual screens.

I established a shared design foundation covering components, interaction patterns, visual rules and product-specific behaviours.

The aim was not to make every experience identical. It was to create a common language that could scale while still giving each product enough flexibility to solve its own user needs.‍

Extending the experience with an AI assistant

The next step is making the redesigned experience more helpful beyond traditional search and navigation.

I’m currently designing an AI-powered travel assistant that can become a persistent layer across the Tatilsepeti experience.

Instead of asking users to repeatedly search, compare and navigate between different journeys, the idea is to let them set up what they need once and continue managing their trip through the assistant.

The experience is being integrated into the redesigned product journeys, with the goal of supporting users from discovery to reservation and beyond.

Simplifying complex package journeys

Flight-inclusive hotel packages combine multiple decisions into a single booking journey.

I’m redesigning these flows to make dependencies between hotel, flight and transfer selections easier to understand and more predictable for users.

The goal is to reduce unnecessary cognitive load and make the next best action clearer at every step.

Because the redesign is being released incrementally, the experience is currently being evaluated and improved as new parts of the journey go live.

Building the foundation for continuous transformation

This project is still evolving.

Rather than treating the redesign as a single release, I established a phased approach that allows Tatilsepeti to improve its live product while continuing to introduce new experiences.

The first phase of the mobile redesign has been released, new product experiences are being introduced, and the design foundation now provides a common language for future development.

What I owned

‍Research
Audits, benchmarking, journey analysis and stakeholder workshops.

‍Strategy
Product direction, prioritisation and experience principles.

‍Experience Design
Information architecture, user flows, interaction design and prototyping.

‍UI & Design Foundation
Interface design, component logic and scalable design patterns.

‍Stakeholder Management
Working directly with product owners and senior stakeholders to gather requirements, present directions and turn complex needs into actionable design decisions.

‍End-to-end ownership
I was the sole designer on the project and owned the design decisions throughout the process.