Amitours Group — Redesigning the Booking Funnel & Expanding Digital Products
Case Study
Amitours Group operates several travel products focused on ski transfers across Europe — transportation from airports to ski resorts, as well as complementary services such as online ski rental and ski pass purchases
Business Context
When I joined the company as a Product Designer, the main business goal was clear: improve the performance of the transfer booking funnel and remove UX friction that was negatively impacting conversion
Booking Funnel Redesign
Increase booking conversion and completed payments
Reduce funnel drop-offs at vehicle selection and checkout
Improve revenue from family and group bookings
Decrease pre-booking questions handled by customer support
UX Tasks
Make vehicle capacity clear
Simplify booking for families, groups, and round trips
Clarify pricing by showing what is included
Increase user confidence before checkout by communicatig the cancellation policy
Solutions & Design Decisions
I redesigned the desktop and mobile booking flow. The update introduced clearer vehicle selection through a luggage filter, travelers filter and age-based child seat information. Also we increased price transparency by clearly outlining what’s included in the service. We also simplified complex scenarios by splitting outbound and return transfers into two separate, easy-to-understand steps
Results
01
Step 1 → Step 2 (Search → Vehicle selection)
+4% — better conversion within 6 weeks
02
Step 2 → Step 3 (Vehicle → Extras & details)
+7% — improved clarity and pricing transparency within 6 weeks
03
Step 3 → Step 4 (Passenger details)
−4% — slight drop identified within 6 weeks
04
Step 4 → Payment completion
+10% — higher conversion to payment checkout within 6 week
Key Insight
The conversion drop at Step 3 revealed a new usability issue. The page turned out to be overly long and duplicated information that users had already provided in earlier steps, increasing cognitive load at a critical moment in the flow. As a next step, the funnel continues to be iteratively improved with a focus on progressive disclosure and further simplification of the form
Online Ski Rental
Business Context
In addition to the core transfer booking flow, I worked on the online ski rental product — a complementary service designed to help travelers reserve equipment in advance and reduce friction at the resort. The goal of the project was to simplify equipment selection, reduce uncertainty for users with different skiing levels, and increase completion rates by guiding users through a clear, structured rental flow aligned with the main booking experience
Problem
Users abandoned the ski rental flow due to:
unclear rental packages
too many choices at once
lack of confidence (skill level, height, weight, boot size)
Hypotheses
Providing a clear ski selection filter based on key parameters (skill level, height, weight, skiing style) would speed up decision-making
Offering predefined equipment bundles with matched skis, boots, and helmets by skiing level would increase booking completion rates
Solution
Structured rental flow with guided steps
Predefined equipment bundles
Clear sizing and pickup information
Result
+5% increase in completed ski rental bookings within 6 weeks
Reduced time-to-decision during equipment selection
Mobile App: E-Sim promo
Business Context
We introduced free eSIM cards with internet packages for transfer customers as an added-value feature. The solution allows travelers to stay connected immediately upon arrival without the need to purchase a local SIM card. The eSIM is seamlessly integrated into the app, with clear installation instructions and easy balance top-up
Goal
Support a marketing promotion aimed at driving mobile app installs and increasing customer lifetime value
My Role
I designed:
eSIM installation flows for iOS and Android
Step-by-step installation instructions
Balance top-up and usage screens
Results & Business Impact
+20% increase in app installs from a single email campaign
eSIM highlighted as a USP in App Store visuals and paid ads
5,000+ eSIMs issued
High adoption and active usage among travelers
