SIMPLENIGHT

SIMPLENIGHT is a travel-tech startup with two web applications. Its travel e-commerce platform targets young, tech-savvy customers, and its inventory management platform targets travel suppliers, such as tour operators.

Role Senior UI Designer · UX Writer

Partners Chief Technical Officer · Front-end Engineering · Tech Writer · UX Design

Deliverables Wireframes · Design System · High-fidelity

Tools Illustrator · Photoshop

Timeframe 1 year

Company In-house

View Project →

The Problem

Travelers don’t have a centralized way to book entertainment and other accommodations. Planning a trip is stressful and overwhelming for travelers who have to book transportation, dining, lodging, dining, and other experiences on different platforms. At the same time, travel suppliers, such as tour operators, have to rely on manual or expensive inventory management systems that only provide a small buyer’s market.

"How do we simplify travel e-commerce and inventory management for travelers and suppliers?"

Opportunity

  • Increase active supplier users and travel inventory.
  • Reduce the amount of time it takes to book a travel experience.
  • Increase the number of travel consumers.

Process

Research & Discovery

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Define

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Ideate

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Branding

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UX Design

The race to complete an MVP with a dev-first approach required integrations across multiple channels, such as dining, tours, and hotels. A competitor landscape provided cues for expected interactions with travel platforms. I improved dev solutions by wireframing for optimization, flows, and information architecture. View more wireframes >

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Visual Design

Using Bootstrap’s component library and other best practices for user interactions, I took a mobile-first approach and utilized a design language influenced by Google Material Design to support our business objective to design cutting-edge and intuitive platforms. View the full design system >

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Testing

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Impact

Outcomes
  • Platform Launch at Scale: Designed and deployed two enterprise platforms—a 300+ screen travel inventory management system and a 100+ screen consumer booking platform—positioning SIMPLENIGHT for global expansion.
  • Global Inventory Enablement: Established a B2B2C distribution model, supporting 500,000+ experiences across 1,300+ destinations and 150+ countries, enabling partners to deliver seamless end-to-end booking.
  • One-Stop Booking Vision: Delivered core UX enabling SIMPLENIGHT’s one-stop experience—letting consumers search, discover, and book all available options.
Learnings & Reflections
  • Customer-First Must Come First: Onboarding UX adopted a dev-first approach, causing friction and rework. Adopting a customer-first, problem-led approach would have minimized waste and delivered better results.
  • Research Drives ROI: UX research was crucial but underused; deeper, early insights into users would have sharpened priorities and accelerated product-market fit.
  • Prioritize Revenue-Generating Features: Not all features deliver equal value; time spent on lower ROI verticals delays higher-impact investments.
  • Dev-First Limits Design: A development-led process constrained design iteration, leading to unnecessary rework and missed improvements.
  • Build What Matters Most First: Startups benefit from ruthless prioritization — focusing early on features with the highest revenue and partner impact strengthens both product strategy and investor confidence.
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