AJ Marksberry

Case Study

Expedia TAAPExpedia TAAP

TAAP Itinerary builder

From a confusing experience, to a professional-grade agent tool

TAAP Share itinerary page in a browser, with the older itinerary detail screen behind it
Client
Expedia TAAP
Role
Lead product designer
Duration
2025-2026
Tools
Figma Make · Miro · UserTesting
Traveler photographing terraced hills

Context

What is Expedia TAAP?

Expedia TAAP is a free platform by Expedia Group that offers travel advisors access to over 900,000 properties, flights, activities, and car rentals. Agents book for clients and earn commissions on each booking, with real-time availability and dedicated support.

Itinerary builder

TAAP agents had powerful booking tools but no way to curate or share what they’d booked with their travelers. I led end-to-end design of a new itinerary builder, from discovery through a 2-day design sprint, AI-assisted prototyping with Figma Make, and moderated research with 6 travel agents, to a fully accessible dev handoff across both desktop and mobile platforms.

History

The challenge

Travel agents using TAAP could book flights, hotels, and experiences, but once bookings were made, there was no unified view for the agent or the traveler. Agents were forced to manually compile trip details outside the platform, creating extra work and an inconsistent client experience on both desktop and mobile.

Original TAAP itinerary detail and booked itineraries list

Pain points

Messy, unorganized list of itineraries

Ability to adjust content was limited

Outdated UI

Limited preview functionality

Inconsistent content hierarchy

Discovery

Foundations

Discovery & competitive audit

Reviewed how other platforms handle itinerary sharing across desktop and mobile to identify patterns and inspiration before any design work began.

Competitive audit collage of itinerary sharing patterns

Discovery

Sprint

A 2-day design sprint exploring 3 concepts

Facilitated a sprint with UX, Research, and Content.

Sprint overview

  • Day 1: reviewed current experience and presented 3 interaction concepts.
  • Day 2: dot voting, discussion, and takeaways.

Activities

  • Stakeholder alignment
  • Research synthesis
  • Dot voting
  • Sketching
  • Crazy-eights
  • Homework
  • Critique
  • Wireframes
  • Solution
  • Retro
Miro board from the itinerary builder design sprint: booked itineraries, the single-page itinerary view, export options, and the team's sticky-note feedback

Discovery

Wireframes

3 Concepts explored

Three wireframe concepts for the itinerary share flow, including edit mode and the confirmed reservation view

Make

Prototype

Figma Make prototype built for research

Used Figma Make (AI-powered prototyping) to build a working, interactive prototype, giving interview participants a realistic experience rather than a standard click-through and leading to richer feedback.

Discovery

Interviews

8-task sessions over Zoom using a think-aloud protocol while the participants navigated through the Figma Make prototype. Findings directly shaped final design iterations before handoff.

6

Participants

8

Tasks

8+

Hours

Findings

  • Agents found and used the primary share flow, Preview and Share with Traveler, without assistance.
  • All 6 participants rated the layout clean and professional.
  • Show/hide section controls stood out as highly valuable for customizing what travelers see.
  • A working Figma Make prototype felt realistic to participants, which led to richer feedback than a click-through.

Make

Design

Final designs for desktop and mobile

Production-ready UI with full accessibility annotations, conditional logic, and edge case coverage delivered at dev handoff.

Final TAAP Share itinerary design

Retrospective

Results

The moderated research study validated the core interaction model. Agents consistently discovered and used the primary share flow without assistance. Layout was rated clean and professional. Show/hide controls were highlighted as particularly valuable. Quantitative adoption metrics to follow post-launch.

Preview and Share with Traveler consistently discovered and used correctly

Layout rated clean and professional by all 6 participants

Show/hide section controls rated highly valuable for customization

Fully accessible dev handoff delivered with WCAG annotations

Agent adoption and share-rate metrics — to follow post-launch

Case studies

More work