Designing a New User Experience for the Travel Sector: A Research Project Reimagining the Role of Travel Stakeholders in the Digital Post-pandemic Age

The paper analyses a user research process combining educational and professional dimensions, through a collaboration between Politecnico di Milano and a renowned Italian travel experiences B2B intermediary looking for new ideas to face the next challenges of the market. The design process widened the initial scope and revaluated the client’s brief, enhancing the re- search and creating new scenarios for future implementation. The design brief was to reframe the role of the travel agency in a digital dimension, in- tercepting needs and opportunities in a changing and complex context such as travel sales. The final output made it possible to identify six scenarios and project areas that summarise evolutive models for the future of travel, which confirm the trend that emerged from the research and intercept new stakeholders, high-lighting limitations and opportunities to design a new user experience for the travel sector in a post pandemic age.