A solution the UK Eurocamp team drew on for its own market
Turning a commercial weak spot into a strategic product
Nuxt.js, Vue.js, Storybook, Tailwind CSS, Node.js, TypeScript, GraphQL, Express, MongoDB, Drupal
Only 1 to 2% of Homair bookings involved several campsites at once, despite real regional-discovery potential and recurring booking gaps at some campsites. In a tight squad (1 PO, 2 devs, and myself), we designed a feature to build packs of 2 to 4 nearby campsites (under 200 km apart).
I proposed a key trade-off: rather than letting the number of campsites be a free choice, I tied it to the length of stay (2 campsites for 4 nights, up to 4 for 16 nights) — avoiding unrealistic combinations while keeping a sense of personalisation. I also worked on presenting the pack so it would feel more worthwhile than booking separately.
Finally, I turned a technical constraint — several seconds of waiting when adding to the cart — into a brand moment: a Rive animation that differs with the number of campsites in the pack. That idea started a wider digital-branding effort I now lead inside the company.
Outcome — Product just launched, very positive reception from leadership on both function and visuals, and a design the UK Eurocamp team drew on for its own market — strong external validation of the solution.
Pack discovery screen: the number of campsites offered follows from the chosen length of stay.
Despite a catalogue of campsites covering entire regions, only 1 to 2% of Homair bookings involved several sites within a single stay. That figure reflected largely untapped commercial potential: many campsites had recurring booking gaps, even though their geographic proximity could have allowed appealing multi-destination stays for customers.
The project was run in a tight product squad: one Product Owner, two developers, and myself as Product Designer — a setup that meant owning a large share of the product and UX decisions without a safety net.
We defined the product’s general rules together: the proximity logic (campsites within 200 km of each other) and the mechanics of building a pack. The “regional discovery” angle and the proposal of 2 to 4 campsites per pack came from my contribution as a product designer.
01
The key decision — constrain to guide better
The product’s initial framing planned to let users freely choose their number of campsites when building a pack. As a product designer, I proposed a different approach: tying that number to the desired length of stay rather than leaving it a free choice.
Concretely: 2 campsites for 4 nights (the minimum), up to 4 campsites for 16 nights (the maximum), with an intermediate progression for durations in between.
This constraint answered several problems that a fully free choice would have left open: unrealistic combinations for the customer experience (for example, spreading 4 campsites across a 4-night stay, i.e. one night per site), needless cognitive load when building a pack, and a proliferation of edge cases to handle on the engineering side. By intelligently narrowing the field of possibilities, the goal was to guide toward relevant combinations while preserving a genuine sense of personalisation.
What it demonstrates: the ability to turn a product constraint into a benefit for both the user experience and technical feasibility, rather than accepting an initial framing without challenging it.
Pack discovery screen: the number of campsites offered follows from the chosen length of stay.
02
The second trade-off — giving the pack value against booking separately
Another important trade-off concerned how the pack was presented to customers: building a multi-campsite pack had to feel more worthwhile than booking each campsite separately, or the feature risked being ignored despite its relevance.
That work focused on highlighting the regional-discovery benefit, the clarity of a single booking flow rather than a fragmented one, and framing the offer so it reads as a coherent proposition rather than a mere juxtaposition of bookings.
What it demonstrates: attention to perceived value, beyond the sheer functional feasibility of the product.
Building the pack on desktop: the stages of the stay read as a single offer, not as juxtaposed bookings.
03
The finishing touch — turning a technical constraint into animation
One of this project’s significant technical constraints was the wait involved in adding every stay of a pack to the cart. Since the back-end calls take several seconds to come through, I proposed making that wait worth something, through an animation built in Rive and specific to the number of campsites in the pack.
So depending on the stay they chose, users see a different animation when adding to the cart. It’s a loop of a few seconds, paired with a message telling them their stay is being prepared.
That idea became the starting point of a wider effort I now lead inside the company: the digital branding of the Homair brand, where I’m betting on micro-interactions and animation to give the brand more life.
Add-to-cart waiting animation, the variant for a 2-campsite pack.
Outcome
The product has just launched, so hard data on real adoption is still limited. The signals available at this stage are nonetheless strong:
- Internal validation: very positive reception from leadership, on both the product’s function and its visual treatment. The animation work in particular was widely praised across the company.
- External validation: the UK Eurocamp team chose to draw on this design and adapt it to its own market — evidence of the solution’s robustness and transferability beyond its original design context.
Tracking of commercial performance (conversion rate, occupancy of the campsites involved) is under way and will make the business impact measurable in the months following launch.
This project illustrates my ability to turn a framing constraint into an owned product decision, and to design a solution solid enough to be reused beyond its market of origin.