InTech • 2019
Tele2 Travel — marketplace launch and cashback growth
Project сontext
Tele2 Travel is a digital aggregation platform enabling customers to compare and book flights, package tours, and hotels through integrated partner providers. The service was designed to deliver commission-free flight and tour bookings, alongside competitively priced hotel options, creating a seamless and cost-efficient travel experience within the Tele2 ecosystem. Owned UX strategy and interface design for a multi-partner travel marketplace embedded within a telecom ecosystem. Collaborated closely with Product, Engineering, and external partner stakeholders to ensure seamless integration of third-party booking flows within the Tele2 ecosystem.
Tele2 Travel is a digital aggregation platform enabling customers to compare and book flights, package tours, and hotels through integrated partner providers. The service was designed to deliver commission-free flight and tour bookings, alongside competitively priced hotel options, creating a seamless and cost-efficient travel experience within the Tele2 ecosystem. Owned UX strategy and interface design for a multi-partner travel marketplace embedded within a telecom ecosystem. Collaborated closely with Product, Engineering, and external partner stakeholders to ensure seamless integration of third-party booking flows within the Tele2 ecosystem.
Product goals and objectives
-
Goals
- Launch a scalable travel marketplace within the Tele2 ecosystem, enabling customers to search and purchase flights and hotels through a unified brand experience aligned with Tele2 design standards.
- Introduce a user dashboard to track cashback, manage bookings, and access purchase history, increasing transparency and long-term customer engagement.
- Implement subscription mechanics for personalised offers and price alerts to drive repeat usage and improve retention.
-
My responsibilyty
- Owned end-to-end UX and product flow design, from discovery and journey mapping to high-fidelity UI and delivery, improving onboarding, engagement, and overall product consistency.
- Facilitated cross-functional decision-making in complex or ambiguous situations, aligning stakeholders around user-centred and business-driven outcomes.
- Maintained and evolved the design system and documentation, reducing cognitive load for the team, minimising design debt, and ensuring scalable feature development.
Process
Following Tele2’s major rebranding in 2019, the Travel service was designed in full alignment with the updated brand guidelines and visual standards.
Developed a structured component library to enable scalable collaboration across design and engineering teams, ensuring consistency and faster feature delivery.
Created a dedicated set of branded illustrations to strengthen visual identity and improve user engagement across key touchpoints.
All deliverables were reviewed and approved by Tele2 senior stakeholders, requiring close alignment with brand governance and executive expectations.
Following Tele2’s major rebranding in 2019, the Travel service was designed in full alignment with the updated brand guidelines and visual standards.
Developed a structured component library to enable scalable collaboration across design and engineering teams, ensuring consistency and faster feature delivery.
Created a dedicated set of branded illustrations to strengthen visual identity and improve user engagement across key touchpoints.
All deliverables were reviewed and approved by Tele2 senior stakeholders, requiring close alignment with brand governance and executive expectations.
Release strategy
Defined a phased product launch strategy, prioritising the Air Tickets and Profile sections for the initial release to validate core booking and account management flows. Planned subsequent feature rollouts for remaining sections, ensuring scalable architecture and design flexibility to support iterative product growth.
Defined a phased product launch strategy, prioritising the Air Tickets and Profile sections for the initial release to validate core booking and account management flows. Planned subsequent feature rollouts for remaining sections, ensuring scalable architecture and design flexibility to support iterative product growth.
Conducted in-depth user research and behavioural analysis across leading flight search and booking platforms to identify best practices, friction points, and optimisation opportunities. Defined clear information architecture for ticket management and cashback tracking, ensuring transparency and ease of access within the user dashboard. Designed responsive account experiences that guaranteed full visibility of profile data and purchase information across all screen sizes and devices, maintaining consistency and usability in multi-device contexts.
Post-Launch and Handover
Following launch, the service was supported and iterated by the Intech team to ensure stability and continuous improvement. Delivered a fully documented and scalable design system to the internal design team, enabling efficient rollout of future features and maintaining long-term product consistency. The service was previously available at t2tour.ru and has since been suspended as part of broader business decisions beyond the product team’s scope.
Following launch, the service was supported and iterated by the Intech team to ensure stability and continuous improvement. Delivered a fully documented and scalable design system to the internal design team, enabling efficient rollout of future features and maintaining long-term product consistency. The service was previously available at t2tour.ru and has since been suspended as part of broader business decisions beyond the product team’s scope.
Key achievements
-
- Over a twelve-month period, the number of active service users doubled, reflecting strong product adoption and market demand.
- User concentration analysis showed that customers in Moscow, Saint Petersburg, Chelyabinsk, Kazan, and Irkutsk accounted for 70% of total usage, providing valuable insights for regional growth strategy and targeted campaigns.
- The total cashback volume returned to Tele2 customers increased by 14 percent year over year, indicating improved engagement with booking flows and promotional mechanics.
Next projects