Study Case
Shift
Shift is a B2B travel retailing platform designed specifically for travel agencies.
The travel industry is paralyzed by fragmented legacy tools. Shift is a unified B2B SaaS platform that consolidates sales, bookings, and incentives into a single ecosystem. I led the UI/UX design to streamline these operations, introducing instant GDS (Global Distribution System) integration and a sub-agency marketplace to boost productivity and unlock new revenue streams.
The Challenge
Cognitive Overload: Agents juggle 4 to 6 different tools just to complete a single booking.
Broken Workflows: Legacy systems ignore real-world sales processes and team incentive structures.
High Entry Barriers: Small agencies cannot afford GDS licenses; large agencies cannot easily monetize their surplus booking power.
Prohibitive Costs: Custom software costs upwards of $20k–$80k, leaving mid-market agencies stranded with off-the-shelf tools.
Design Process & Strategy
The goal was simple: make the entire workflow efficient, clear, and easy to use.
Unify the Process: By shadowing agents on-site at a Multinational Travel Agency, I mapped exactly how they search, price, book, and interact with their tools. I then merged these scattered tasks into one connected architecture, drastically reducing manual entry and errors.
Simplify Complexity: I translated heavy data into clear interfaces using reusable patterns and a flat design system. Complex features—like the self-serve GDS setup and sub-agency marketplace—were designed for instant usability.
Iterate & Refine: We tested Shift directly with the same multinational agency. Based on their live usage, I optimized the core booking flow and we actively built native features to completely eliminate their reliance on external tools.
UX & Business Impact
Metric
Legacy Workflows
After Shift
Tool Reliance
4–6 distinct applications
1 unified platform
Average Time to Book
~12 minutes
~4.5 minutes (62.5% faster)
System Usability (SUS)
48 (Poor)
84 (Excellent)
Design System
Shift is supported by a scalable design system with 600+ components, built using an atomic structure and token system.
It provides consistency across the platform while making it easier to design, build, and scale new features without reinventing patterns every time.
Selected Screens
