Phocuswright Research Platform PROTECTED

Reimagining a travel research platform

Prototypical was tasked with creating the future state of Phocuswright’s subscriber-facing research product experience into a modern digital platform.

September 2020

The Ask

The senior leadership and research analysts at Phocuswright, a global travel research firm, felt that their existing core research product platform lacked many features, had limited functionality and was not an optimal user experience for the consumers of their high-end travel data and reports. The firm wanted to engage with a design agency to provide a modern re-envisioning of the product platform as a seamless user experience.

The Work

Prototypical was tasked with envisioning the future-state of a new digital experience for Phocuswright’s core research product. We presented designs and interaction models with a fully interactive prototype. That full simulation of the final product allowed the client to get a feel of how the design and facilitated meaningful feedback on not just how it looks, but how it works. The conceptual design, prototype and specs were delivered to the client's internal development team for implementation. 


Successful collaboration and planning between executive stakeholders, product, research sales, design and technology led to a seamless handoff of a development-ready interactive prototype and design system. An optimal future-state user experience was achieved and signed off by stakeholders.

Project Phases

  • Discovery
  • Design Architecture
  • Conceptual Brainstorm Wireframing
  • Digital Product / Content Strategy
  • Interactive Prototyping
  • Iteration with Stakeholders
  • Final Future State Delivery
  • Design System