Designing for Discovery

Booking travel online has evolved massively over the last decade, but unless you know where you want to go and when, they're next to useless. For the 30% of travelers that don't know, figuring out the right destination means relying on a travel agent or wading through hundreds of searches to find one that matches their needs. TravelMatch is a UK start-up aiming to change this by allowing you not just to search on destination but to see all destinations that match your requirements – be they horseback riding on the beach, or having a drink in the pool bar.

Martina Schell, Head of UX at TravelMatch, recently spoke at ProductTank about designing for discovery, how the initial concept the investors loved didn't work in the real world and what they did to fix it.