Understanding the problem

I reviewed ticket-related complaints across reviews, support logs, and user research. A pattern quickly emerged: travellers didn’t realise Viator vouchers weren’t entry tickets. The redemption info was buried, the language unclear, and users often found out too late – at the gate.

Mapping the pain

Data backed up the friction:

• Vouchers accounted for 12.4% of bookings (~$56.8M/year)

• Ticket issues triggered 7.1% of WhatsApp chats, 5.1% of calls

• Reviews mentioning tickets averaged just 2.3 stars

Reframing the experience

I audited the flow and benchmarked competitors. I explored ways to surface redemption instructions earlier and make them impossible to miss – icons, clearer steps, and location-specific cues made the flow more intuitive.

Solution

I redesigned the voucher redemption flow to be more intuitive and informative. Key changes included:

• Introducing clearer language around the difference between a voucher and a ticket

• Replacing vague terms with step-by-step instructions, paired with icons and visual cues

• Adding location details and redemption context earlier in the booking experience

• Ensuring the redemption steps were consistently styled and positioned across the app

These updates helped reduce last-minute confusion and made the process feel more trustworthy.

Testing comprehension

Prototypes were tested in moderated sessions. Users responded well to the structured layout and visual clarity:

– “This one actually is a little more step-by-step... which makes a lot more sense.”