Study Case
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
One of the standout achievements of Shift's design is the comprehensive, fully in-house design system engineered to make scaling effortless.
Tokenized & Atomic Architecture: Built from the ground up using a strict atomic structure and comprehensive design tokens to ensure perfect consistency across the platform.
Massive Component Library: Houses over 600 complex, highly reusable components that cover every use case within the B2B travel platform.
The "Building Block" Approach: Designing new features no longer requires reinventing patterns. The system functions like modular building blocks, allowing new screens and workflows to be rapidly assembled from existing, pre-approved components.
Selected Screens
