Intelligent Hotel Discovery Through Hyper personalisation
Improve agent efficiency and booking outcomes by addressing the lack of contextual, role-aware personalisation in SECO UI—currently leading to repetitive searches, inconsistent recommendations, and missed opportunities.
Role
UX/UI Designer
Industry
Travel & Hospitality
Duration
3 months - Ongoing
SPONSOR
Amadeus Labs
Role
Designer/Researcher
Service
UX Design, UXR
During the initial weeks of my engagement with the Amadeus team, I was onboarded into the UX Research function, gaining exposure to the operational workflows, product ecosystem, and the unique challenges of designing for B2B travel tools. While my primary role was focused on conducting user research, I expressed a strong interest in contributing to solution design and UI strategy, particularly in areas where user behavior data and interface design intersect.
In discussions with my manager and design leads, we explored how my strengths in UX research, heuristic evaluation, and competitive analysis could be applied to ongoing product needs. One area that emerged as both a strategic priority for Amadeus and a natural extension of my interests was the personalisation of SECO UI—a business travel booking interface used by high-profile travel agents and corporate clients.
The SECO UI team had already identified inefficiencies in hotel discovery and booking flows, especially in multi-room and policy-driven scenarios. These gaps aligned with my observations during early audits and analytics reviews. The opportunity to bridge these gaps through data-informed personalisation, peer-based booking insights, and dynamic UI behavior became the foundation of my project.
This project not only aligned with Amadeus’ product roadmap but also allowed me to work across research, design, and analytics—making it a multidisciplinary and high-impact initiative.
Hush, Hush!
Pending permissions, client blessings, & the stars aligning.
Due to confidentiality, I can’t publish outcomes here, but the results have been deeply impactful. But if you’re curious about the process, I’ll gladly narrate it over a conversation. Discretion, after all, is sometimes the best design principle.
Contact me