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UA Travel

How Lazarev.agency put all of Ukraine on one map for UA Travel

Award-Winning
Project:
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Industry:
Travel & event
Websites
Services:
Website redesign
Creative web design services
Design system
Digital transformation services
Close-up of a laptop displaying a tourism website for Ukraine, featuring a panoramic mountain landscape, destination categories, and trip-planning navigation, set against a backdrop of soft clouds to evoke travel, discovery, and exploration.
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About
the project

One platform to make Ukraine a bookable destination 

UA Travel is a national tourism platform designed to introduce international travelers to Ukraine's cultural depth, history, nature, art, and traditions. The ambition was to position Ukraine as a structured, discoverable, and bookable destination in the global travel market.

The raw material existed in abundance, yet it sat scattered across blogs and third-party platforms, with no single digital journey to carry an international visitor from a first spark of curiosity through to a planned trip.

UA Travel partnered with Lazarev.agency to convert scattered inspiration into confident decisions. We rebuilt the experience around a clear hierarchy, guided discovery, and planning tools at the ready, giving travelers a path that pulls deeper at every step.

Results
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The Project’s
Discovery Phase

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First Point

A homepage built to move visitors deeper

International travelers arrive inspired but undirected, and a static information portal leaves them to find their own way. As a result, most drift off before choosing a destination. 

We rebuilt the homepage as a guided starting point, one able to read what a visitor wants and point them toward it. Featured experiences are organized by intent, undecided visitors get a low-commitment path matched to their mood, and the practical questions a traveler needs answered stay within easy reach.

This shift carries far more people from idle browsing into the category and location pages where trips get planned, deepening funnel interaction at the exact moment intent is highest.

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Second Point

A discovery system to keep explorers oriented

We built one connected system for discovering Ukraine, a unified taxonomy to link culture, nature, cities, historical landmarks, and regional experiences under a single structure. Visitors explore by interest, theme, or geography and stay oriented at every step, with curiosity always moving forward and never hitting a dead end.

No more piecing a trip together from disconnected sources, where many travelers gave up before a plan took shape. Discovery now happens in one place, and more of it carries through to a trip planned on the platform.

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Third Point

A save-and-compare system to bring travelers back

We built a save-to-favorites system and a search tuned for itinerary building, the bridge between feeling inspired and organizing a trip. Search reads the platform's own taxonomy and tags to surface experiences by genuine context. 

Favorites let visitors collect and compare destinations across regions, with every saved place a reason to come back and finish planning. The path from a first spark of interest to a shaped itinerary stays on the platform, where bookings and decisions get made.

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AI & ML
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Lazarev. agency offers comprehensive digital design services. Discover our range of related expertise supported by impactful case studies.

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FAQ

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What are the best ways to increase engagement on a tourism platform?

The most effective way to increase engagement is through structured destination discovery combined with integrated trip planning tools.

In this tourism platform UX design case, we increased engagement by building a scalable taxonomy, simplifying navigation, and introducing favorites and structured search. This reduced cognitive load and encouraged deeper session flows.

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How can UX design improve conversion rates for travel websites?

Travel conversions depend on reducing friction between inspiration and planning. By clarifying information hierarchy, guiding exploration pathways, and enabling users to save and organize destinations, UX design transforms passive interest into measurable planning intent.

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What features are essential for a successful destination discovery platform?

High-performing travel platforms require:

  • Clear information architecture
  • Category clustering aligned with traveler intent
  • Location-specific content hubs
  • Search with structured tagging
  • Save-to-favorites functionality

These features enable both emotional exploration and practical planning.

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How can tourism boards modernize their digital ecosystems?

Tourism boards should move beyond informational portals and build product-oriented platforms. By integrating discovery, storytelling, and planning tools into one cohesive system, UA Travel evolved into a strategic digital asset capable of supporting long-term international positioning and partnership monetization.

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How do you turn cultural storytelling into measurable digital performance?

Cultural storytelling must be embedded within a structured UX system. In this case, narrative elements were integrated into category and location pages while maintaining clear calls-to-action and planning tools. This ensured emotional engagement translated into deeper interaction and return visits.

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When should a travel platform invest in UX redesign?

A redesign becomes critical when content is fragmented, users abandon early in the journey, or engagement does not translate into planning actions. Strategic tourism platform UX design is most valuable when organizations need to unify brand narrative, improve discoverability, and transform interest into measurable user intent without relying solely on paid acquisition.

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Hit me up! Let’s chat about your growth

Kirill Lazarev
Founder of Lazarev.
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