← All projects

Turumi Travel

Launching a travel and medical tourism business to Korea from zero

Role
Product & UX/UI designer, founding team member
Platform
Adaptive website (Tilda), social media
Timeline
[Year – year]
Team
Business owner, CEO, me [anyone else?]
Turumi Travel website on a desktop screen in a Korean clinic

Overview

More than a website: I helped a new business get to market.

Turumi Travel is a new company organising trips to South Korea: medical tourism, personal tour programmes and group tours.

I joined at the very start, when the business had only an idea. I was not just the designer, I was part of the team that launched the business: from the value proposition and the name to the website, social media, SEO and advertising.

To speed up the launch, I worked on the website, social media and print materials while the business owner and the CEO handled registrations and partner communication.

Who the clients are (country, language, age, what brings them to Korea) and the business goal at the start, for example “get the first clients before the high season”.

How do you launch a new brand with no audience, no traffic and a small team, as fast as possible?

The business needed to start selling quickly, while partners were still being signed, and the offer itself changed constantly: tours could be updated several times a day.

Process

  1. Discovery

    Briefing with the business owner, research of travel businesses and their websites, the product we could offer and who would buy it.

  2. Strategy

    Value proposition, the main idea and the name, the customer journey.

  3. Launch plan

    Priorities and the order of launching the directions: what goes live first.

  4. Website

    User research, user flow, wireframes and prototypes, usability testing, design and build in Tilda.

  5. Growth

    SEO, advertising, social media and print materials.

  6. Iteration

    Constant updates of the live website and improvements based on analytics.

Research

Market, competitors and the people who would buy the trips.

Challenge

The main difficulty of the research in one or two sentences.

Competitors

I studied travel businesses and their websites: how they present tours, build trust and lead people to a request.

What you noticed: what competitors did well, what was missing, where Turumi could stand out.

Audience

Who buys the trips and their 2–3 main pain points or fears (for example, trust in a foreign clinic, language barrier, organising everything alone).
Image: one or two research artefacts that influenced decisions, for example a persona or the customer journey map.

Value proposition

The value proposition in one sentence: what Turumi promises to its clients.
Image: the logo or the name with the brand colours.

Naming

I developed the name from the idea and the values of the project.

What “Turumi” means, which values it reflects and which other options were considered.

Key decision: launch step by step

Instead of waiting until every direction was ready, I suggested launching them one by one, so the business could start selling as early as possible.

  1. Medical tourism

    [Why this direction went first, what it gave the business.]

  2. Personal tour programmes

    [When it launched and why it came second.]

  3. Group tours

    [When it launched and what made it possible.]

Website

I designed the user experience and built an adaptive website in Tilda: from the user flow and wireframes to the final design.

The main user flow (for example, choose a direction → read details → leave a request) and 1–2 design decisions with their reasons.
Image: wireframes or the user flow.
Image: key screens of the final website, desktop and mobile.

Working at startup speed

Adapting the design process to the pace of the business.

The website was very dynamic: tours could change several times a day. The business owner needed results as soon as possible, so for most updates I moved from the full cycle of mock-up, prototype and build to editing the live website directly.

This was a conscious trade-off: speed mattered more than a perfect process, and I had to switch between tasks quickly.

What kept the quality consistent without mock-ups: for example, a tour card template, a set of reusable Tilda blocks or layout rules.

Growth: SEO & advertising

When the product was ready enough, I took on the marketing strategy and SEO.

What I did

I analysed search queries, set up keywords and tags, launched advertising and made visuals for it, then kept analysing the results and improving.

Which search engine and which queries; where the ads ran.
Image: a screenshot of search results or analytics.

The website reached the first positions and the first page of search results.

[×N]

[growth in traffic or requests after the SEO setup, and over what period]

Beyond the screen

Other ways I contributed to the launch.

Social media

I researched the market and the audience’s interests, built a content plan with the schedule and themes of the posts, created the visual concept and made the materials.

Presentations & print

Presentations and print materials for clients and partners.

Partnerships

At a medical tourism conference in Korea, I talked to potential partners and made deals with them.

How many partners or agreements came out of it.
Image: a collage of social media posts, print materials and ads.

Results

For clients

What became easier for people planning a trip to Korea.

For the business

  • Started selling step by step, without waiting for every direction to be ready
  • First positions and the first page in search results
Numbers: requests, sales or clients after launch.
Image: the website on a phone, or a photo from a trip.

Turumi Travel let me work not only as a UX/UI or product designer, but as a person who has an impact on the business.

What you learned on this project and what you would do differently.