THE CHALLENGE
Product strategy and UX leadership for a multi-city sightseeing and ticketing platform.
TopView Tix operates complex sightseeing and experience-based tours across multiple cities, with flagship offerings in New York City including double-decker bus tours, harbor cruises, bike rentals, special events, and their fastest-growing experience, Tea Around Town.
They brought us in as principal UX/UI designers and product leadership to help scale their websites, mobile apps and internal systems while improving conversion, usability, and consistency across their growing portfolio of travel brands.
This wasn’t just a redesign. It was a product transformation.
PROJECT OVERVIEW
Unifying branding, improving booking flow, and increasing conversion through UX
The Challenge
TopView Tix had a successful business, but growth introduced complexity.
Different tour types required different booking logic. Branding and navigation varied across properties. The ticketing flow lacked clarity around upgrades, add-ons, and experiential value, leaving conversion opportunities on the table.
Internally, teams needed scalable UX patterns that worked across mobile apps, landing pages, and custom CMS components without slowing down development or marketing execution.
Our Role
We worked as embedded product and UX leadership, partnering directly with TopView Tix’s marketing and development teams.
Our responsibilities included:
- Principal UX/UI design across mobile apps and web
- Product strategy and roadmap support
- UX systems design for internal tools
- Continuous iteration through A/B testing and release cycles
This was long-term, hands-on work, not a one-off engagement.
The Solution
1.
A unified design system
We helped create a universal style guide that established consistent headers, footers, navigation, search, and layout patterns across all TopView Tix brands. This system became the foundation for future features and launches.
2.
Scalable templates for growth
New landing page templates and product detail pages were designed to support multiple experience types, from bus tours to boat cruises to special events. Each template balanced clarity, flexibility, and conversion-focused UX.
3.
A reimagined ticket booking flow
The booking experience was redesigned end-to-end to support:
- Multiple ticket types
- Upgrades and add-ons
- Menu selections for experiential events
- Contextual FOMO messaging
- Clear value reinforcement throughout the flow
4.
Continuous testing and iteration
Each major change was supported by A/B testing and measured releases. UX decisions were validated through real user behavior, not assumptions, allowing the platform to evolve confidently without risky overhauls.
The Result
- A consistent, scalable UX system deployed across multiple travel brands
- Improved clarity and confidence throughout the booking flow
- Better support for upgrades, add-ons, and experiential offerings
- Faster launches and smoother collaboration between teams
- A platform built to grow without reinventing UX each time
Most importantly, the product now supports marketing creativity and business growth instead of constraining it.
Why This Matters
This project represents how we approach product strategy and UX leadership at scale. Not just designing interfaces, but creating systems that support real teams, real users, and real business goals over time.
If your product or platform has grown more complex than your UX can support, this is exactly the kind of work we do through Product Strategy and UX.
