KILROY, a travel agency founded in 1951, launched a brand new concept called Re:discover. The concept focused on package-deal journeys where acquiring new skills, making friends and having time for self-reflection was the focus. However, the concept had very few conversions despite a fair amount of traffic.

My task, along with my team mates, was to locate the problem and find a way to increase the conversion rate. We conducted user tests on Re:discover's current site and found that users stumbled through the flow, encountering a number of pain points on their way which resulted in confusion and frustration.