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Wow Journeys

2024 Travel

Scaling a 25-Year Legacy for the pioneers in women-first travel.

wow journeys homepage
Design
Web

For a quarter-century, WOW Club has defined women-first travel in India through a high-density culture of trust and safety. In 2024, the brand reached a strategic inflection point: the opportunity to offer its loyal community new ways to travel by expanding into family, partner, and group travel. Our task was to architect a digital ecosystem that could facilitate this expansion while enhancing the specialized brand equity that built the company.

WOW Journeys was introduced as a natural continuation of the platform, designed around how travellers actually explore and plan trips rather than traditional travel product categorisation.

Surfacing Implicit Trust

In high-stakes travel, the interface must act as a tool for anxiety mitigation. We decoded the implicit "trust-markers" of the 25-year-old legacy—safety, curation, and community—and made them explicit for a broader demographic. By predicting traveler concerns and embedding visual assurances at every decision touchpoint, we facilitated the brand's transition into more competitive, multi-vertical service formats.

sighting archive
Highlighting WOW Journeys’s unique destinations
A set of statistics to establish WOW Journeys as a veteran expert in the industry
A set of statistics to establish WOW Journeys as a veteran expert in the industry
Intent-Based Discovery

We expanded the standard transactional search into a discovery engine built for how people actually plan. The system adapts to whether a user is seeking a specific destination, a travel style, or open-ended inspiration. By aligning browsing patterns with traveler intent, we reduced the friction between curiosity and planning.

sighting archive
In-page preset-filter for popular destinations that allows for a quick-view without leaving the page and losing the context in the browsing experience
filters to reduce browsing friction
filters to reduce browsing friction
Destination storytelling as conversion driver

Destination storytelling serves as the primary bridge to conversion. By connecting emotional discovery with practical trip logistics, the interface ensures the booking process feels as curated as the journeys themselves. The layout prioritizes narrative immersion to signal the premium quality of the new service formats.

type tour
each journey page is the hero of the design, so we gave the images the maximum attention. The early part of the page also provides all the basic information about the trip.
type tour
Itinerary with map-view. The addition of this feature adds a layer of transparency while providing a baseline journey that customers can personalise.
support
To give every tour page an authetic edge, we added video introduction by the tour manager and often by the Wow Journey founder. This adds a personal touch and makes the trust factor shine.
type tour
Seasonal weather snapshot to help customers make a decision
support
We used ”window“ as a trope for media elements, WOW journey giving everyone their own window seat. The rectangle of a plane, bus, or train window runs across the website and comes into its own in the footer.
Surfacing Implicit Trust

In high-stakes travel, the interface must act as a tool for anxiety mitigation. The experience anticipates traveler concerns by embedding clarity, expectations, and visual reassurances across every decision touchpoint. This proactive transparency facilitates the brand's transition into more competitive, multi-vertical markets.

search systems to reduce browsing friction
search systems to reduce browsing friction
testimony
Social proof from previous travelers
luggage tags as a visual trope
luggage tags as a visual trope
frequenty asked questions
as the new vertical will attract new customers, we introduced an FAQ section in the site to answer common queries.
Designed for Continued Market Sovereignty

By integrating diverse travel formats into a single, cohesive ecosystem, the design maximizes the cross-sell potential of the existing high-intent user base. This unified infrastructure allows WOW to deploy new travel categories at market speed, ensuring the digital system accelerates the brand’s commercial ambition and revenue velocity.

credits —

Design

Abinash, Bhavya