ITAKA 3.0 – a new way to improve the travel
e-commerce website

Winners in
Mobile Trends Awards
about the project
ITAKA 3.0 is a brand new, innovative e-commerce system designed to better meet customer needs and provide customers with a fully personalized user experience while planning and booking their perfect holiday.

At Axabee, we focused on four crucial areas: website performance (load time below 0,3 seconds), mobile-first approach, automation processes (mainly through data analysis), and customization (personalized content).
Google Cloud Platform
Atlas Search
Strapi Headless CMS
Fact Combiner
React Query
SASS,CSS modules
UX/UI Design
Web Development
Mobile App Development

See what we’ve achieved:

<0,3 sec
performance website
load time

See what we've achieved:

performance website
load time

Business goals

Increasing mobile CR (Conversion Rate) by 50% in 6 months by improving the shopping experience, implementing personalization, simplifying the UI, and implementing a mobile-first approach.
Reducing the page load time by at least 70% at each step of the purchase and checkout processes to ensure an efficient and smooth user experience.
Unification of user experience in all online channels (desktop, mobile, app) thanks to introducing universal design and features.
Expanding ITAKA Holdings into new markets.
Increasing shopping cart value by 20% by building a user-friendly booking system with visually appealing offers (including upselling).
Increasing organic traffic by developing valuable content. As a result, improving SEO.
Improving the Feedback module so that social proof can further improve ITAKA’s visibility as an industry leader.
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Tech stack – details

Google Cloud Platform (GCP). The platform offers flexibility and scalability of resources. Therefore, you can serve more traffic without compromising efficiency and performance. Also, GCP offers a global network of servers which guarantees fast page load and low latency.
Kubernetes. It’s a container management platform that offers a flexible and scalable environment for applications.
Atlas Search. Professional tool for full-text data searching in MongoDB. It enables customers to easily access products and quickly adapt when the number of products is growing.
Next.JS. A JavaScript framework that offers optimized server-side rendering, static site generation (SSG), and other benefits (such as prefetching, SEO-friendliness, and scalability).
Headless CMS. It separates content storage and content management from the frontend. On top of that, headless CMS enables multi-channel content creation and provides speed, personalization, and ease of integration.
Fact Combiner. A tool designed for gathering and combining data from various sources. Therefore, it allows for customization of the customer shopping experience.
GraphQL. A query language and at the same time, an intermediary layer that allows for efficient retrieval of data from a server.
Storybook. A tool designed for isolated creation, testing, and visual presentation of UI components. It makes it easier to develop and maintain a consistent look and feel of the UI.
React Query. A library created for managing application state and handling queries to the server. It supports the responsiveness and performance of applications.
SASS and CSS modules. Tools for creating and managing styles. They ensure modularity and flexibility, as well as consistency of the application’s design.
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Pre-Design Phase

Before we started working on the ITAKA 3.0 project, we had to fully get to know and understand users’ needs and pain points. Therefore, we run a thorough research on the target group – users who have been searching, planning, and booking vacations online.

We decided to use the Design Thinking methodology. It helped us understand what the target audience really needs, design creative solutions, and finally develop ITAKA 3.0 iteratively.

The design process included:
Quantitative data analysis.
Qualitative research with end users.
Prototype testing.
Big Data analysis.
Necessary optimizations.

Key features

UX/UI Design
While building a new ITAKA system, we put the most effort into strengthening the mobile app’s intuitiveness. We aimed at providing consistency between different channels and achieving a minimalist, yet unique design.
Minimalist and Intuitive interface
The new interface is simple and intuitive to read. It provides customers with an enjoyable experience while choosing and booking a holiday. The system clearly highlights the most relevant information so that the user can easily take the desired action.
Unique UX/UI design
The design of the new website was inspired by Matisse’s art. The hand-drawn, natural, yet simple elements have been created to connect with end users on a more emotional level. The way the system looks is supposed to build chemistry between the brand and the user, mainly thanks to the website’s modern, minimalist, elegant design.
Mobile-First Approach
We took a new approach focusing on delivering an intuitive, user-friendly mobile version of the system. We designed a responsive interface, ensuring content readability, ease of interaction on the website, and fast load speed on mobile devices.
Improved SXO efficiency
ITAKA’s new website architecture adopts a transparent structure that doesn’t only aim at increasing organic traffic, but also enhances the targeting of landing pages for user inquiries from paid campaigns. The redesigned layout also creates exceptional prospects for creating valuable content that directly affects the SEO strategy, while still delivering an enhanced user experience. The synergy between SEO and UX considerations ensures improved SXO efficiency both now and in the future.
AI Chat GPT automatically processes and condenses a massive number of customer reviews (over 600,000) on the website. It detects relevant threads and generates summaries with the most important information. This saves time and makes it much easier to understand user feedback. This, in consequence, allows for tailoring the offering and improving the quality of customer service. The system uses the power of advanced AI, learns from data, and improves its abilities and accuracy.
A new level of personalization
Personalization on the new website enables ITAKA’s offers to be better tailored to users’ needs and preferences. The time spent searching on the website is reduced, and engagement is improved.
Excellent website performance
When it comes to website loading performance, ITAKA is an unquestioned leader in the e-commerce industry, achieving a load time below 1 second. As a result, the platform allows for much more efficient search and booking actions.
Improved search
ITAKA’s users can now tailor the offer to their needs even more efficiently and effectively through the functional solutions provided by the new search engine.



ITAKA is now ready for seasonal peaks in website traffic. Outstanding scalability is possible thanks to cloud solutions such as Google Cloud Platform.


The booking system is integrated with all channels. The content is continuously updated, including key sales factors: prices, hotel availability, etc.


The ITAKA 3.0 booking system is technically ready to launch in the new market in 1 day.

Next steps

Further development of AI tools and hyper customization. We’ll continue using Artificial Intelligence tools to better analyze user behavior and patterns and, in consequence, to provide users with personalized recommendations, offers, and content. This leads to an increase in Conversion Rate, user engagement rate, and customer loyalty.
A new virtual area for existing customers. We plan to build a new space within the ITAKA 3.0 system to fully automate after-sales processes. By streamlining actions such as booking management, schedule management, and customer service, we want to improve the overall customer experience and customer satisfaction. 
Continuous development of the ITAKA e-commerce platform and its new functionalities. Our goal is to constantly improve the system by adding new features and functionalities. This will also include enlisting new tools and technologies to better serve users’ needs, facilitate decision-making, and increase the shopping cart value. Updates and improvements will help us stay competitive and quickly adapt to rapidly-growing user expectations.

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