Content design for a trip curation feature
Developing UX copy for a trip curation app feature for an online travel platform
Project overview
A travel platform was introducing a new feature on their website designed specifically for travel influencers. This feature allows influencers to curate and customise itineraries for their followers. Influencers can set their own payment margins (as commissions) on these trips before sharing the itineraries with their audience.
I was brought in after the initial wireframes were designed to audit the existing flow, suggest improvements, and develop the microcopy to align with the brand's content guidelines.
My role
Sole content designer on the project
Audited existing flow & suggested improvements
Developed UX copy to increase transparency & clarity
The team
UX designer
Developer
Content designer
Auditing flow and content for potential friction points
I conducted a comprehensive review of all microcopy throughout the booking flow, documenting instances of inconsistent language, unhelpful calls to action, error messages, and voice and tone across screens
In addition, we wanted to ensure that the 5-step curation flow mimicked trip planning in real life.
We asked people to list down their trip-planning steps and found that after picking a destination, they first zeroed in on their available dates.
We changed the order of the screens so influencers could select their preferred travel dates immediately after the destination, followed by setting a group size and then a payment margin
Understanding the user: travel influencers
What a trip planning process looks like for most people
Influencers want to travel with their audiences while earning money. The platform's model allows them to curate an itinerary, set a group size and payment margin, and share the trip with their followers who can book it through the platform.
Meera, 29
Travel influencer
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Creating travel content for 5 years
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110k followers on Instagram & Youtube
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Shares hidden spots & recommendations on social media
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Gets 100s of messages asking for travel ideas & itineraries
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Planned trips with followers but abandoned after one due to high logistical commitments & headache
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Wants to travel for free + monetise followers' interest in travel planning — hesitant due to logistics & planning
Content design and UX copy: setting payment margins
The travel platform pays influencers a commission for each guest who books a trip through them. While curating trips, influencers can set their payment margin for each trip.
When money is involved, people are extra cautious. Increasing clarity and transparency sets clear expectations, reduces uncertainty, and makes sure users feel they are making informed decisions without hidden surprises.
Before
The initial design & copy for the payment margin screen raised more questions than it answered
What cost is the percentage based on?
Is the margin figure per traveller or per trip?
After
The updated design increases transparency & user autonomy
Disclosing pre-margin trip cost for transparency, to show what margins are based on
Real-time margin amount & percentage updates—increased autonomy
Total earnings adjusted in real-time according to change in group size
Will margins change if the number of travellers changes?
Disclaimer for transparency
Content design and UX copy: verifying curated trip
In the final step of the trip curation process, users verify their selections, request customisations, and submit a request to create the trip. Once approved, they can begin to share it with their followers.
Before
The initial design failed to provide clear context about the trip type and pricing details
Unncessary sub-title, repeating info
Is the margin figure per traveller or per trip?
Unclear button text
After
The updated design provides clearer guidance & reduces cognitive load
Using terminology consistent with brand communication
Specifying that the influencer will be leading the trip
Final price after payment margin is added —increased transparency
Reiterating earnings per traveller—clarity
Customise trip title—more autonomy for influencers
Insructions provided on how to structure title and sub-title, along with example text as placeholder
Button text clearer on the action being taken
Final screens: before & after
Before
After
Challenges & key takeaways
Challenges
Impact unknown
The feature was briefly tested and sent to development, however it has not been released to users yet.
Early content design integration saves resources
Joining after wireframes were created meant making compromise-based improvements rather than building the optimal user journey from the ground up. For a startup with limited resources, having content strategy inform design from the beginning would have prevented rework.
Key takeaways
Financial touchpoints demand precision
When developing copy around the commission-setting feature, we discovered that even slight ambiguity in payment-related terminology created uncertainty that prevented influencers from moving forward.