Clarity Business Travel: Custom Platform for Smarter Corporate Travel

Client

Clarity Business Travel is a leading Travel Management Company (TMC) that specialises in corporate travel, meeting, and event solutions. Renowned for its innovative, technology-driven services, Clarity offers bespoke travel, venue-finding, and event booking tools, including duty-of-care solutions, all tailored to meet the unique needs of businesses.

Combining cutting-edge technology with exceptional, people-centred customer service, Clarity ensures a seamless experience for its customers. Supported by dedicated VIP support teams and round-the-clock assistance, the company leverages the strengths of both its people and technology to deliver reliable and comprehensive solutions for all business travel, meeting, and event needs.

Challenge

Clarity, like many TMCs, initially relied on a third-party online booking tool (OBT) to manage travel arrangements for their clients.

However, as their service offerings expanded and market demands evolved, they recognised the need for greater control over their development roadmap. To maintain a competitive edge in the digital travel market, Clarity also sought a solution to increase online booking adoption rates while making the process more precise and user-friendly.

Clarity aimed to create a custom-built solution that would provide a robust and sophisticated platform aligned with their strategic vision and designed to fuel continuous business growth. They decided to develop a proprietary platform from scratch, fully tailored to meet their specific business needs and support their long-term goals.

Clarity's in-house development team worked closely with DataArt, a trusted and experienced technology partner, to bring this vision to life. This collaboration blended Clarity's deep industry knowledge with DataArt's technical expertise, enabling a highly effective and successful partnership.

Company Name

Clarity

Location

United Kingdom

Industry

Travel Tech Solutions

Services

UI & UX Design Services

Design Approach

Graphic showing user interviews, workshops, prototypes, figmas, dev, and feedback loop.

The design team was actively involved in all steps of the UX process, following the Solution Design approach to ensure the final applications met both functional requirements and user expectations.

Key steps included:

Focus Groups and Workshops: The team engaged agents, approvers, and other target users to gather feedback on every step of the process, refining the UX and UI while prototyping.
Prototyping and Feedback Loops: These mockups were used to improve quality and shorten development timelines by testing clear user flows.
Post-Launch Optimisation: The design process did not stop. The team implemented further adjustments based on users’ feedback and usage data.

The use of a comprehensive component library for web and mobile ensured a consistent and smooth user experience, while a robust icon library enhanced navigation and accessibility.

Web Solution Highlights

Accessibility Compliance: Designs adhered to WCAG 2.2 AA standards, including colour contrast adjustments and support for white labelling the product for various providers.
Multi-Booking Tool: The platform enables seamless booking of rail, flights, hotels, and car hire, providing users with a one-stop solution for all their travel needs. Through close collaboration with the business and users, the DataArt design team developed a user-friendly interface to easily view connections, cancellations, discounts, and prices across user groups in a simple visual format.
Approval Flows: Streamlined processes allow for travel to be reviewed and approved before booking.
Secure SSO: Single sign-on enhances user security and simplifies access.
CO₂ Tracking and Recommendations: Tracks the carbon impact of travel choices and suggests sustainable alternatives for rail and flights.
Trip Management Tools: Offers a suite of features for users to manage their trips from start to finish, ensuring a smooth travel experience.

Mobile Solution Highlights

Trip in the Pocket: After conducting user interviews, it became clear the users mostly need a clear itinerary. Therefore, the designers created an intuitive timeline for trip details of the entire journey with real-time updates, including last-minute platform changes, flight delays, and cancellations.
Offline Mode: To ensure a smoother trip, all recent and upcoming trip information and travel documents are accessible even without an internet connection, protected by bank-grade security.
Live Chat Support: The UX of the mobile version was enhanced with easy access to agents and support teams for seamless communication.
Accessibility AA Standards Design: Together with the joint development team, DataArt design experts worked extensively to make the mobile product accessible for all user groups. Among other enhancements following WCAG guidelines, this included features such as adjustable font sizes (while preserving an engaging look and feel) and voiceover support.

Conclusion

By working closely with business stakeholders, target users, business analysts, and the development team, DataArt contributed to the successful launch of a new product, which led to a significant increase in overall online booking adoption rates, averaging 95%.

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