On a mission to create the world’s most positive impact travel company, working in partnership with local hosts to protect our world's wild places, one life-changing adventure at a time.
MBA is a fast-growing adventure travel agency offering bold, immersive trips across the globe. But their website was holding them back. The UX was cluttered, the checkout was clunky, and the booking journey didn’t reflect the energy or ambition of the brand. Our goal was clear: reduce friction, increase conversions, and build a digital experience that felt as exciting and effortless as the adventures themselves.
We kicked things off with one-to-one user interviews, using the Jobs-to-Be-Done framework to dig into what travellers really needed and what was getting in their way. From there, we mapped out the core jobs, pains, and triggers across key persona groups and used those insights to guide a series of rapid growth experiments.
Key changes included streamlining the checkout into a single-page flow with guest checkout, simplifying date selection, and removing blockers that were causing user drop-off. We reworked the trip product page to better inspire and build trust, using stronger imagery, clearer calls to action, and social proof. A new visual filter made trip discovery easier and more personalised by activity type, difficulty, destination, or date. And we repositioned the homepage to focus on onboarding and conversion, guiding users quickly to what mattered most.
The result was a faster, smarter booking experience that boosted trust, improved perceived value, and helped more users get from interest to adventure with less effort and more excitement.
