Availability & Pricing

Designing an
AI-powered moderation system for GetYourGuide

Context

As part of the GetYourGuide product ecosystem, I worked on the B2B platform used by tour operators to submit activities, set prices, create offers, and manage their businesses.

For a long time, we accepted almost every activity submitted, applying only a few simple blocks based on location or keyword matches. That approach resulted in a large catalog of live activities, but relatively few active listings (those generating bookings), and low user ratings; many experiences were poor quality or even scams.

Role

Led the E2E UX for the moderation tool
Owned the process mapping, workflows, and feedback consolidation
Led the communication strategy workstream
Designed for both human decision-making and model learning

Teams Involved

Leadership, Data Products, Selection (Business Operations), B2B product teams, CRM, Product Marketing, Content Management, Quality & Safety, Customer Support, and even more…

The challenge?

Different teams are addressing specific challenges at various stages of the supplier and activity life cycle. These include:

Blocking suppliers from restricted countries during registration and verification, managing duplicate or similar tours during activity onboarding, resolving policy violations, improving low-quality activities after they go live, and more.

The processes and tools supporting these efforts vary in maturity and continue to evolve to address previously identified gaps. However, alongside these ongoing improvements, we have identified several overarching issues that significantly hinder our ability to curate inventory effectively. These gaps limit scalability, restrict our curation capabilities, and adversely affect the experience for internal teams, suppliers, and travelers

🎯 Objective

Building a more intuitive experience will enable Self-service, reduce platform cost, and improve supplier onboarding rate.
Building an expandable foundation will enable us to scale functionalities that will fit the needs of a bigger diversity of suppliers.

How the project looked like before and after I joined the team.

GetYourGuide's Availability & Pricing (A&P) section was a critical touchpoint for suppliers to set up their tour offerings. However, the existing interface presented significant usability challenges. The system was forcing suppliers to follow a complex logic that didn't match their mental models, particularly in separating pricing from availability. This resulted in suppliers creating workarounds and "hacks" to set up their pricing, leading to frustration and inefficiency.

🚦 The starting point

“I really don’t know how I did it, I don’t know how the system did it…”

— User interview

“You need to make this simpler for people like me...”

— User interview

Our target on Key Metrics:

New tour options creation rate:

20% improvement

Tour submission rate:

20% improvement target

Feature Adoption:

20% improvement

🔬 Interviews and concept testing

We conducted 10 in-depth interviews with suppliers who had recently set up their products, ensuring fresh perspectives on the current system's challenges.

The research specifically targeted a diverse group of suppliers from North America and Europe, including accounts managed and unmanaged by a sales representative. This phase revealed critical insights into how suppliers thought about pricing and scheduling, which often differed significantly from the system's structure.

1) Having all the options on the same screen, was creating a lot of confusion and felt counterintuitive on what steps to follow to complete the full pricing set-up.

2) Not clear guidence on what to do next, technical jargon and not system feedback increased frustration throughout the process.

3) The current set-up was not following customers mental model or even other platforms they’re used to in a daily basis.

4) Need to more flexibility, more specific functionalities for complex scenarios and total control of their business as their main priorities.

As the product scope was so big, I teamed up with our Product Manager to break it down into manageable pieces. We dug into the learnings of the research and working sessions with our direct stakeholders and found some pretty clear patterns. Instead of trying to solve everything at once, we mapped out what was needed to be in our first release.

We looked at:

What suppliers were actually struggling with (turns out, almost everyone had trouble with the basics)
Which problems were causing the most headaches
What we could realistically build and ship quickly
What could wait for later versions

This way, we could get something useful out the door quickly while keeping the door open for all the cool features we wanted to add later. Best part? Our user testing showed we were on the right track - going from 0% to 100% task completion in our tests!

📝 What to prioritise?

📲 Defining the user flow

Main challenges of this project:

The content strategy to build an effective structure for all the necessary information to finish the setup and reduce tech and business lingo.

Technical constraints started to arise not only during the discovery phase, but also we got some surprises even during the implementation, that we didn’t know about it.

Speed vs clarity, we received some pushback from stakeholders as we were increasing the amount of steps needed to complete the configuration, but clarity over speed was our main focus.

No design system in place required a redefinition on how we worked as a design group. Reusing old components, creating the best experiencies keeping consistency without afecting quality was a true challenge

Keeping it agile, despite the size of the project. We worked hard implement, learn and iterate as fast as possible without compromising quality and the experience of our users.

Understanding that not only manual configuration but also automatic setups from API connections are needed to fit on the product, increasing not only the scope but also the use cases

👩‍🔬 Final experience