Pangaea: Streamlining Adventure Travel for B2B and B2C Users

🫶 Understanding the User

The Challenge

Pangaea needed to simplify its complex booking process while catering to both B2B and B2C users. The platform’s diverse trip types and categorization required improvements to enhance usability, making it easier for users to find and book the right adventure. Additionally, the challenge involved improving the overall user journey while maintaining flexibility for different types of trips and experiences.

The Discovery

To address Pangaea's challenges, we conducted a comprehensive review of the platform, analyzing the user journey, adventure offerings, and booking processes. Through stakeholder meetings, we gathered insights into the importance of sales efficiency and user convenience. Additionally, we performed a competitive audit to identify industry best practices and areas where Pangaea could stand out. The study also focused on refining key user flows, ensuring the booking process was streamlined for both B2B and B2C users.

Competitive Audit

To ensure Pangaea remained competitive in the adventure travel market, we conducted a thorough audit of both direct and indirect competitors. Notable competitors included luxury travel companies like Abercrombie & Kent, small-group tour operators such as G Adventures and Contiki, and personalized travel planners. This audit helped us identify areas where Pangaea could differentiate itself, particularly in the booking experience and customization. Additionally, insights from my Medium article on competitive audits helped shape our analysis and strategy for refining Pangaea’s offerings.

Competitive audit comparing key features across leading adventure travel platforms, guiding Pangaea’s strategic enhancements.

Information Architectureh

To ensure Pangaea provides an intuitive and seamless user experience, we restructured its Information Architecture. This involved organizing content to support both B2B and B2C users, simplifying navigation and enabling users to discover trips more easily based on their preferences. Below is the sitemap, designed to streamline the browsing and booking process.

A visual representation of Pangaea’s organized content structure, designed to streamline navigation and enhance the booking experience.

Key User Flows

To ensure seamless navigation and efficient booking processes for both B2B and B2C users, we mapped out the Key User Flows. These flows highlight the steps users take from discovering trips to completing bookings, allowing us to optimize the experience based on user needs and preferences. Below are the key user flows designed for Pangaea.