Optimising the digital experience to convert more curious explorers into committed adventurers
Much Better Adventures is on a mission to make adventure travel more accessible, more sustainable, and more meaningful. But while the trips were bold and beautifully crafted, the booking experience wasn’t quite keeping up. Friction in the online journey was slowing down conversions, and users were dropping off before completing their bookings.
I worked closely with the team to uncover what was getting in the way. Using Jobs-to-Be-Done interviews and user research, we mapped out key motivations and blockers across the customer journey. These insights helped shape a programme of targeted growth experiments designed to remove friction, build trust, and guide users more confidently through the booking flow.
We restructured the trip pages to bring clarity and inspiration to the forefront, introduced smart filters to help users find the right adventure faster, and streamlined the checkout process with a single-page flow and guest checkout. Visual reassurance, improved date visibility, and simplified content all played a part in reducing drop-off and helping users feel confident to commit.
The result was a faster, clearer, and more inspiring booking experience—one that better reflected the spirit of the brand and helped more people turn curiosity into action.
Product & UX Improvement Changelog
Admin Area
Enabled self-serve trip cancellations with automated refund calculations within the allowed cancellation window
Introduced self-serve date changes with automated price recalculation or partial refunds
Streamlined the collection of essential traveller details post-purchase
Automated reminders for incomplete traveller information
Updated post-purchase customer–host chat flow to ensure a single, visible source of communication
Automated host payment processing within the internal application
Launched a searchable knowledge base to support both customers and internal teams
Checkout
Updated basket UI to clearly communicate accurate trip pricing and applied discounts
Enabled guest checkout for faster conversion
Simplified new account creation process
Removed sign-up screen before cart view to reduce friction
Streamlined checkout into two clear steps for ease and clarity
Replaced discount code input with gift card dropdown
Introduced automatic discount application based on account eligibility
Integrated simplified payment options, including Apple Pay and Google Pay
Product Pages
Simplified date selection flow and removed unnecessary intermediate steps
Removed group booking CTA to reduce decision friction
Made departure dates more prominent on the trip page
Reduced visibility of passenger counts per departure
Increased visibility of discounted trips for advance and last-minute bookings
Moved non-guaranteed trip signposting to checkout (A/B tested)
Replaced non-guaranteed messaging with ‘All trips guaranteed’ reassurance
Redesigned trip page layout to remove restrictive floating panel
Increased impact of hero imagery
Increased visibility of customer review ratings
Simplified presentation of key trip details
Increased visibility of trip inclusions
Introduced UGC (user-generated content) photo carousel
Revised content layout with a two-column structure
Introduction of new accordions: difficulty rating, weather details, what’s included, and what’s not included
Redesigned review section to include image carousels
Introduced “Chat with an advisor” CTA section
Added reassurance messaging adjacent to date selection
Introduced a “Related trips” carousel at the bottom of trip pages
Product Listing Page
Updated filter UI and introduced search within filters
Added visible active filter chips
Simplified filter categories and facets
Introduced difficulty rating as a filter
Added “View by departure date” toggle
Redesigned product cards to include key trip inclusions
Added difficulty rating to product cards
Introduced video previews on product cards (experimental)
Added “New trip” signposting
Displayed filtered results count for clarity
Category Landing Pages
Removed filters and pre-filtered product listings
Introduced dynamic product and category carousels
Added sub-category link chips
Introduced a related magazine article carousel
Homepage
Embedded video in the hero section for increased engagement
Displayed Trustpilot rating and reassurance messaging prominently in the hero
Introduced category signposting in the hero
Added difficulty level signposting
Added a tabbed trip carousel for curated browsing
Integrated sale messaging
Highlighted magazine content categories
Introduced UGC (user-generated content) video reviews (experimental)
Global Elements
Revised footer layout and structure with added “Confidence” and “B-Corp” messaging
Updated search result UI for consistency
Introduced a global currency selector
Restructured navigation menus, including mobile-friendly UI updates