ENTERPRISE UX CASE STUDY / WG3 PRO ECOSYSTEM
WebGuru3 Pro - the B2B SaaS layer behind a multi-client travel ecosystem
B2B Platform • Multi-Client System • Web Admin Experience
WebGuru3 Pro supports 30+ B2B travel clients, each with its own configuration, users, websites, promotions, banners and publishing workflows.
This case focuses on the management platform used by multiple travel clients to control users, content, products, campaigns and connected branded B2C websites from one scalable environment.
* Due to the commercial nature of this platform, selected workflows, configurations, and business content were intentionally modified to protect sensitive business information.
My role
Product Designer / UX Lead. Led research, UX strategy, information architecture, core flows, UI direction, design system foundations and implementation QA support.
Timeline
Around 6 months to design, stabilize and iterate - alongside additional product and business projects.
Product Type
Desktop-first browser-based B2B platform for complex travel operations. Smaller-screen adaptation is a future expansion layer.
Stakeholders
Product Manager, Head of Development, Head of Sales, CEO, Dev team, UI team, QA, Support and Business.
Process
Understand legacy workflows → Decide priorities → Design critical flows and reusable patterns → Deliver with feedback and QA. The modes overlapped as user, Support and Development evidence changed the solution.
01 / SYSTEM EVOLUTION
From familiar legacy workflows to a scalable product foundation
The redesign preserved critical mental models while replacing fragmented navigation, inconsistent labels and memory-based workflows with a clearer operational structure.
Before: WebGuru2
Legacy navigation, deep menus, inconsistent labels, limited microcopy and workflows that depended heavily on memory and training.
After: WebGuru3 Pro
A clearer desktop experience with stronger hierarchy, reusable patterns, structured flows and a scalable foundation for many client-specific environments.
Why this mattered to the business
The fragmented foundation made every client-specific change harder to maintain and increased the risk of inconsistent behavior. A shared modular platform created a safer base for onboarding clients, extending products and evolving the ecosystem without rebuilding the experience each time.
02 / CHALLENGE & USERS
A legacy admin became business-critical infrastructure for many travel websites.
The platform had to support different configurations, permissions, products and publishing rules while helping daily users work quickly, confidently and with familiar workflows.
01
Aging legacy interface
The legacy product was familiar but too slow and fragmented for modern high-volume travel operations.
02
Search sequence vs. user habits
Modernizing search meant changing a sequence experienced users already knew. The new structure improved the flow while preserving familiar terms and cues where they reduced adoption risk.
03
Parallel-window comparison risk
When comparing several product prices, users sometimes opened another browser tab or window. That could desynchronize state and display incorrect information, so comparison behavior had to be handled inside the product flow.
04
Branded Fare needed a new structure
Feedback from users, Support and Development showed that Branded Fare should be separated into outbound and inbound choices instead of treated as one combined decision.
05
Full-system redesign
No major functional area was intentionally left untouched. The system was redesigned end to end while preserving useful mental models and operational familiarity.
06
Desktop density constraints
Tables, filters, forms and navigation had to remain readable across laptop screens, desktop monitors and different browsers. Smaller responsive views are a future extension, not part of the current product scope.
PRODUCT DECISIONS
Product decisions that show senior-level judgment
Designing a bilingual Hebrew-English admin without visual noise
The admin had to support Hebrew-speaking operators while still using English product terms, supplier names, technical labels and legacy terminology. The challenge was not only translation, but making two languages feel intentional in one interface.
The redesign focused on clearer hierarchy, consistent label patterns, better spacing and predictable placement, so Hebrew and English could appear together without creating a broken or improvised visual experience.
The original ambition was to unify the system into one language, but because most daily users in Israel work in Hebrew, the final decision preserved bilingual areas where they reduced friction and supported faster work.
Color as an operational safety layer, not decoration
The platform handles many suppliers, campaigns and financial rules. In dense markup and campaign-management screens, small input mistakes can create major financial damage. A $50 discount entered or understood as 50% per transaction changes the business outcome completely.
Color, hierarchy and review states were treated as safety tools: helping users scan faster, notice context changes and verify sensitive actions before publishing.
MAIN USERS
Business users managing live travel content at scale
Legacy-screen reviews, stakeholder interviews, Support patterns and Development feedback revealed repeated friction in search, product comparison and fare selection — not isolated UI issues.
Content Managers
Create, edit and manage dynamic website content, page sections, banners and campaign material.
Travel Product Managers
Control travel products, pricing, availability, promotions and operational rules.
Back-office Admins
Handle bookings, settings, tables and process-heavy workflows.
Support Teams
Help clients resolve issues faster with clearer system behavior.
Business Operators
Monitor daily content changes, campaigns and client-specific business requirements.
03 / RESEARCH & DISCOVERY
Finding the patterns behind high-volume admin friction
Legacy-screen reviews, stakeholder interviews, support patterns and implementation constraints revealed the repeated decisions and friction points users encountered every day.
How research influenced product priorities
Research did more than reshape individual screens. It helped distinguish reusable platform needs from client-specific requests, align priorities with operational risk, and inform the product and go-to-market direction offered to travel clients.
Complexity across 30+ clients
Each client had its own configuration, connected websites and business rules, which increased workflow fragmentation.
Live B2C website dependencies
Admin decisions directly affected visible content, loading quality and booking flows on customer-facing websites.
Legacy UI reduced confidence
Outdated patterns and inconsistent interactions reduced clarity during critical actions.
High-volume operational load
Users managed thousands of promotions and campaign assets, so routine actions had to become faster and more predictable.
04 / UX STRATEGY & IA
Change the search flow without breaking learned behavior
The strategy balanced a clearer search sequence with the habits of experienced users, preserving familiar cues while changing the order where the legacy flow created friction.
Preserve familiarity
Keep familiar terms and core mental models where they reduced adoption risk for experienced users.
Simplify navigation
Reduce unnecessary decision points and create clearer paths to high-frequency modules.
Improve hierarchy and microcopy
Make dense data, labels, actions and states easier to scan and understand.
Create reusable patterns
Build foundations for forms, tables, filters, actions, statuses and client-specific configurations.
Restructuring how users discover, access and manage business workflows
INFORMATION ARCHITECTURE
Restructuring how users discover, access and manage business workflows
I created user-flow structures for the most critical and difficult screens, helping users find, edit and manage information faster with clearer navigation and fewer unnecessary steps.
Open module
User starts from role-based home or main menu
Filter data
Search, status, client and date filters
Review item
Table hierarchy and inline signals
Edit details
Focused form, microcopy and validation
Confirm action
Clear feedback and reduced uncertainty
New structure
05 / BEFORE & AFTER
From fragmented navigation to a clearer operational structure
I created user-flow structures for the most critical and difficult screens, helping users find, edit and manage information faster with clearer navigation and fewer unnecessary steps.
Legacy navigation
06 / DESIGN SYSTEM
A consistent desktop UI foundation for a multi-client product
I created UX foundations, Material Design guidelines, reusable UI components and a style guide covering tables, forms, filters, states, buttons, icons, tooltips and client-specific branding.
Microcopy became part of the system
Labels, helper text, confirmation states and tooltips were treated as product behavior, not decoration - especially in risky actions, complex forms and operational settings.
Design-system governance
Reusable components were paired with behavior rules, bilingual guidance and design QA, helping teams add modules and client-specific branding without weakening consistency, usability or accessibility.
07 / CRITICAL WORKFLOWS
Editing website pages through the admin system: old flow vs new flow
This section compares how website page editing changed from a fragmented legacy admin flow into a clearer WebGuru3 Pro workflow for structure, previewing and publishing.
Before: fragmented editing
The legacy flow required more context switching, deeper navigation and heavier reliance on user memory.
After: structured page workflow
The redesigned admin flow makes page sections, editing actions and content hierarchy easier to scan and control.
Reduced publishing friction
The redesigned flow made it easier to move from editing to previewing and publishing, with clearer structure and fewer context switches.
HOTEL PAGE ADMIN SCREENS
Hotel page management: a dense legacy form redesigned into a clearer admin workflow
A concrete proof point in the case study: the old hotel edit page was reorganized into a more structured, scannable and confidence-building admin experience.
Old hotel page admin
Legacy hotel edit screen: long form, dense fields, repeated checkbox groups and hard-to-scan hotel content management.
New hotel page admin
Redesigned hotel edit screen: clearer hierarchy, modern controls, visual image handling and more scannable hotel settings.
08 / ECOSYSTEM IMPACT
A multi-client admin platform powering high-volume travel websites
The shared management layer connects client-specific configurations with the branded booking experiences it powers, forming one operational ecosystem rather than separate products.
30 +
B2B clients
Dedicated admin environments with client-specific configurations, permissions, content rules and connected websites.
~ 600 +
Admin users
Travel agents, product managers, marketing teams, content managers and operational users working across more than 30 client environments.
30K +
Promotions
More than 1,000 promotions per client across flights, vacation packages, hotels and organized tours.
X+
Destinations supported
Travel destinations managed across multiple client environments, product types, campaigns and customer-facing websites.
~ 2+
Site per client
Each admin environment connects to one or more B2C websites, with unique branding, content structures and business rules.
~60%
Observed faster content delivery
Improved content presentation and loading processes enabled faster updates across connected B2C websites.
Connection to the AI-assisted B2C search
The implemented voice and text search turns a natural-language request into a structured query. WG3 Pro supplies the managed categories and product data behind the results, connecting the AI experience to the same operational ecosystem.
PRODUCT SCOPE
Desktop-first was a product decision, not a limitation
The current product scope prioritized desktop work because operators manage dense tables, filters, financial rules, hotel pages and publishing workflows. Smaller-screen adaptation remains a future expansion layer, but the first redesign focused on the environment where daily operational work actually happens.
Users & permissions
Managed centrally.
Content & products
Structured and reusable.
Brand configuration
Flexible per client.
Operational workflows
Consistent across modules.
FINAL OUTCOME
A scalable operational foundation for the wider WG3 Pro ecosystem
WebGuru3 Pro established a modular operational foundation for multiple travel clients. Clearer workflows, reusable patterns and shared infrastructure improved consistency in daily admin work and created a stronger connection between managed content and the B2C experiences it powers.
System clarity
Critical data and actions appear earlier and follow one hierarchy.
Scalable delivery
Reusable patterns support new clients, brands and modules.
Connected experience
The B2B platform and B2C product read as one ecosystem.
