Building DSG Digital
Role
Head of Design
Team
4 Product Designers,
1 Researcher
Duration
11 months
Oct ’25 – Sep ’26
Responsibilities
Overview
To build and scale DreamSetGo’s online platform and business vertical.
25,000+
Experiences delivered
125+
Tournaments covered
85+
Icons and athletes hosted
6+ yrs
Crafting experiences
DSG till Oct ’25
DreamSetGo was known mostly as a luxury sports travel platform, helping fans experience top sporting events through tickets, travel, hospitality, and curated experiences. Selling primarily offline, via established relationships.
We first needed to understand what to build and for whom, so we started to:
Understand the users
and make a practice of extensive user and behavioural research in parallel
Figure out the ecosystem
understand the current ecosystem, what is working and what is not, and where it can scale
Build a new IA and catalogue
which matches users’ mental models and can power the expansion of the business vertical
Why this works?
Represents a self-sustaining flywheel
Gift cards, flights and stays are bought often.
Loyalty and DSG points are the retention engine across every category.
Frequent purchases bring people back between the big ones.
The online engine beside the offline one, not instead of it.
The strategy to achieve the vision
The home page (web)
Old
New
Impact
5s → 15s
Time spent on the home page
8% → 18%
Click through rate, next category
Home page (web)
Persistent menu and search on top nav
Spotlight for
promoting new or marquee
products
Different widgets for upcoming
Sports | Events | Holidays
Menu
Search
Home page (app)
Home page (app), widgets
As we learned more, we realised that the app needed to inspire, not just help users browse.
Curated content first
Experience led
Sports still at the core
Distinctly DreamSetGo, not another OTA
Upcoming sports
Exclusive hospitality in sports and events
Latest packages by experience type
Bottom nav with all categories
Scout, the AI concierge
App - Profile and Loyalty
Loyalty - DSG points
Profile
My Bookings
Post Booking
Page
Explore Sub Categories - Sports
Football Page
League Page
All Teams
Product details page - holidays
Area of improvement
Brochures we shared by hand converted better than the page did. The reason was length: the itinerary in the brochure was visual, carried more imagery, and could be read at a glance.
Impact
+20%
Enquiries in the first week
Partial payments - holidays
During booking
Post booking
Selection of payment type
Post booking confirmation
Alerts on my booking
Making next payment or clearing dues
Emails, push notifications and WhatsApp messages remind users of what is due.
New holidays PDP (concept)
Quick summary in story format
Itinerary - visual and scroll friendly
What is different, and why
People already scroll reels for hours and come away inspired. This page borrows that behaviour instead of working against it.
Hero opens as a tappable story
Concise by default, tap for more
Inclusions ranked by priority, not dumped
Our own guest stories, gathered first hand
Itinerary reads like a feed
Each day a bookmark you can jump to
Meals, transfers and check-ins described
Testimonials
Guest stories and galleries on web
Guest stories and galleries on app
Testimonials, guest stories
Testimonials, gallery
How it works
User generated, published through a CMS.
Guest stories and the gallery each have their own link.
Shared with customers directly.
Impact
10 to 15
Direct conversions offline on the first collective journey we ran
In progress
Next, these move into the relevant holiday and sports product pages.
Scout, our AI travel assistant
Search and filters work when a traveller already knows what they want. The hard part is not discovery, it is deciding, so Scout turns the DreamSetGo catalogue into an expert who helps them choose.
Scout landing page
The approach
Curate first, a short set, never a long list
Progressive disclosure
Context carries, so nothing is repeated
Contextually present across the journey
How it’s built
RAG draws on the DSG catalogue and travel sources
Orchestration sends the request to the right skill
AGUI assembles the reply from shared components
So a new skill ships as a payload, not a new build
Scout in action
F1 package to experiences in Milan
A broad brief to a Tokyo itinerary
Every skill, one tap away
Scout holds the context
It knows what you are looking at, and what else you can do there.
The skills
Work in progress
DSG premium gift cards platform
DSG flights
DSG stays