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More Works

Summary

Research

Ideation

Wireframing

Usability Testing

Final Mokup

Final Thoughts

Project Background

Project Background

Research shows that 58% of travelers feel overwhelmed by the number of options available when planning a trip, leading to decision fatigue and last-minute changes.
Even experienced travelers struggle — issues like unavailable activities, confusing local transportation, and unrealistic expectations often make trips more stressful than enjoyable.
A lot of the time, travelers rely on multiple platforms — Google, Instagram, TripAdvisor, Booking.com — just to piece together one itinerary, losing precious time and often missing out on better experiences.

Research shows that 58% of travelers feel overwhelmed by the number of options available when planning a trip, leading to decision fatigue and last-minute changes.
Even experienced travelers struggle — issues like unavailable activities, confusing local transportation, and unrealistic expectations often make trips more stressful than enjoyable.
A lot of the time, travelers rely on multiple platforms — Google, Instagram, TripAdvisor, Booking.com — just to piece together one itinerary, losing precious time and often missing out on better experiences.

Problem Statement

The number of travelers feeling overwhelmed by too many options when planning a trip has reached 58%. This turns what should be an exciting process into a stressful and time-consuming task, causing travelers to waste hours and miss out on great experiences.

The number of travelers feeling overwhelmed by too many options when planning a trip has reached 58%. This turns what should be an exciting process into a stressful and time-consuming task, causing travelers to waste hours and miss out on great experiences.

What is the Solution?

Instead of feeling exhausted, planning a trip should be exciting. I decided to work on this project because as someone who loves traveling but has faced all the challenges — from inaccessible locations to last-minute cancellations — I wanted to create a solution that offers organized, reliable, and personalized trip planning.

Instead of feeling exhausted, planning a trip should be exciting. I decided to work on this project because as someone who loves traveling but has faced all the challenges — from inaccessible locations to last-minute cancellations — I wanted to create a solution that offers organized, reliable, and personalized trip planning.

Understanding the User

Understanding the User

Initial Research

Initial Research

To get to the heart of the problem, I conducted user research in two phases: interviews and a survey. 

I started with in-depth interviews with 5 travelers to explore their trip planning behaviors, frustrations, and needs. The interview questions were open-ended to encourage detailed responses.

To get to the heart of the problem, I conducted user research in two phases: interviews and a survey. 

I started with in-depth interviews with 5 travelers to explore their trip planning behaviors, frustrations, and needs. The interview questions were open-ended to encourage detailed responses.

Core Topics Covered:

✅ General Travel Behavior: How users plan, choose destinations, and book.

✅ Decision-Making Process: How users select activities, and prioritize options .

✅ Personalization and Customization: The importance of personalized recommendations .

✅ Technology Usage: Current use of travel apps and desired features.

✅ General Travel Behavior: How users plan, choose destinations, and book.

✅ Decision-Making Process: How users select activities, and prioritize options .

✅ Personalization and Customization: The importance of personalized recommendations .

✅ Technology Usage: Current use of travel apps and desired features.

After the interviews, I organized the data with an affinity diagram to uncover patterns and key insights into travelers’ needs and pain points.

After the interviews, I organized the data with an affinity diagram to uncover patterns and key insights into travelers’ needs and pain points.

Affinity Diagram

Key Themes from the Affinity Diagram

  • Overwhelm and Decision Fatigue

  • Need for Personalized Experiences

  • Trust & Reliability Issues 

  • Efficiency Needs 

  • Language/Cultural Barriers 

  • Overwhelm and Decision Fatigue

  • Need for Personalized Experiences

  • Trust & Reliability Issues 

  • Efficiency Needs 

  • Language/Cultural Barriers 

Validating Qualitative Insights

Validating Qualitative Insights

To understand the broader applicability of the themes identified in the interviews, I conducted a survey with a larger group of travelers. The survey aimed to gather quantitative data on their trip planning habits, pain points, and preferences.

🎯Travelers feel overwhelmed: 50% book only 1–2 trips/year; app choice is heavily influenced by user reviews → cautious approach.

🎯 Personalization is crucial: 30% want personalized recommendations; 30% rate them as very important → strongly validated.

🎯Trust and reviews matter: 60% prioritize user reviews when choosing apps → fully validated.

🎯 Need for efficiency and simplicity: 10% value easy interfaces; 20% value features like intera

🎯Technology Usage: Current use of travel apps and desired features.

🎯Language barriers are minor: 10% requested translation/localization → validated but not a major pain point.

🎯Travelers feel overwhelmed: 50% book only 1–2 trips/year; app choice is heavily influenced by user reviews → cautious approach.

🎯 Personalization is crucial: 30% want personalized recommendations; 30% rate them as very important → strongly validated.

🎯Trust and reviews matter: 60% prioritize user reviews when choosing apps → fully validated.

🎯 Need for efficiency and simplicity: 10% value easy interfaces; 20% value features like intera

🎯Technology Usage: Current use of travel apps and desired features.

🎯Language barriers are minor: 10% requested translation/localization → validated but not a major pain point.

Competitive Landscape Analysis

Competitive Landscape Analysis

To design a user-centric experience for VoyageVibe, I combined Feature Comparison and SWOT Analysis to understand both competitor offerings and user perceptions, identifying opportunities for differentiation.

To design a user-centric experience for VoyageVibe, I combined Feature Comparison and SWOT Analysis to understand both competitor offerings and user perceptions, identifying opportunities for differentiation.

SWOT Analysis

I synthesized insights from heuristic evaluations of competitor platforms and qualitative analysis of user reviews to identify:

Feature Comparison

I analyzed 2 direct competitors (TripAdvisor, GetYourGuide) and 2 indirect competitors (Booking.com, Google Maps), focusing on activity discovery, planning, and booking features. Key findings:

✅ Strengths: TripAdvisor excels in discovery, filters, and map views; GetYourGuide offers strong filtering and real-time booking; Booking.com supports dual-panel layouts and real-time availability; Google Maps is excellent for exploring locations.

❌ Gaps: Limited itinerary planning tools, shallow personalization, inconsistent map filtering, and sometimes hidden or clunky filters.

I analyzed 2 direct competitors (TripAdvisor, GetYourGuide) and 2 indirect competitors (Booking.com, Google Maps), focusing on activity discovery, planning, and booking features. Key findings:

✅ Strengths: TripAdvisor excels in discovery, filters, and map views; GetYourGuide offers strong filtering and real-time booking; Booking.com supports dual-panel layouts and real-time availability; Google Maps is excellent for exploring locations.

❌ Gaps: Limited itinerary planning tools, shallow personalization, inconsistent map filtering, and sometimes hidden or clunky filters.

VoyageVibe Unique value proposition:Your AI-Powered Travel Alchemist - Transforming overwhelming options into uniquely personalized and effortlessly planned adventures.

VoyageVibe Unique value proposition:Your AI-Powered Travel Alchemist - Transforming overwhelming options into uniquely personalized and effortlessly planned adventures.

Turning Research into Action

Turning Research into Action

After conducting user interviews to uncover pain points and a SWOT analysis to identify competitor gaps, I created the persona Sara—the culturally curious professional—to embody key user needs. Mapping her journey to uncovered when and where frustrations like information overload and decision fatigue occur.

After conducting user interviews to uncover pain points and a SWOT analysis to identify competitor gaps, I created the persona Sara—the culturally curious professional—to embody key user needs. Mapping her journey to uncovered when and where frustrations like information overload and decision fatigue occur.

User Persona

User Journey Map

From Research Insights to a Focused MVP

From Research Insights to a Focused MVP

To keep the MVP focused and manageable, I reframed these insights into “How Might We” questions, brainstormed the solutions and prioritized them using an Impact/Effort Matrix. This demonstrated not just feature selection, but strategic thinking: focusing on what delivers the most value with realistic effort.

To keep the MVP focused and manageable, I reframed these insights into “How Might We” questions, brainstormed the solutions and prioritized them using an Impact/Effort Matrix. This demonstrated not just feature selection, but strategic thinking: focusing on what delivers the most value with realistic effort.

HMW 1: "How might we help Sara discover activities that truly match her interests right from the start?"

Solution:An AI-powered, interactive onboarding flow that asks a few simple questions (e.g., destination, dates, travel style) to build a personalized user profile and provide initial inspiration.

HMW 2: "How might we make comparison across multiple activities effortless?"

Solution: An AI-powered comparison table that automatically highlights key pros and cons of activities based on a sentiment analysis of traveler reviews, making it easy to scan and compare.

HMW 3: "How might we make booking confirmation instant and stress-free?"

Solution:A comprehensive, multi-channel booking confirmation process that provides an instant on-screen message, an immediate email/SMS, and automatically stores the booking details in a centralized trip hub.

Reducing Friction, Boosting Conversions: Redesigning the Sign-Up Flow

Reducing Friction, Boosting Conversions: Redesigning the Sign-Up Flow

Competitor platforms require users to sign in before accessing AI features, creating a high-friction entry point that disrupts the planning journey. To address this, I redesigned the flow using a value-before-sign-up approach: Sara can immediately explore personalized recommendations without barriers.

This change reduces drop-offs by letting her experience the product’s value upfront. By the time she wants to save an itinerary or book, she’s already emotionally invested in her trip—making sign-up feel like a rewarding step rather than a hurdle. This application of progressive disclosure transforms sign-up from a barrier into a natural moment of commitment, ultimately supporting higher engagement and conversion.

Competitor platforms require users to sign in before accessing AI features, creating a high-friction entry point that disrupts the planning journey. To address this, I redesigned the flow using a value-before-sign-up approach: Sara can immediately explore personalized recommendations without barriers.

This change reduces drop-offs by letting her experience the product’s value upfront. By the time she wants to save an itinerary or book, she’s already emotionally invested in her trip—making sign-up feel like a rewarding step rather than a hurdle. This application of progressive disclosure transforms sign-up from a barrier into a natural moment of commitment, ultimately supporting higher engagement and conversion.

Mid Fidelity Wireframes

Mid Fidelity Wireframes

After defining the core features and user flow, I created mid-fidelity wireframes to visualize the layout and functionality of the app.

After defining the core features and user flow, I created mid-fidelity wireframes to visualize the layout and functionality of the app.

Usability Testing

Usability Testing

To conduct usability testing with a number of users, I developed the following scenarios:

  • Scenario 1: You're a first-time user planning a short solo trip. You've heard about an AI travel planner and want to give it a try. Use the app to plan a trip to Paris from May 31st to June 1st

  • Scenario 2: You have a personalized itinerary for your solo trip to Paris. Now, you want to compare the Louvre Museum with another art-related activity from your itinerary to decide which one is a better fit for a single morning. Use the AI to help you make a decision.

  • Scenario 3:You've finalized your itinerary and are very happy with the results. Now, you want to save your itinerary to book your activities later. Try to save your plan.

To conduct usability testing with a number of users, I developed the following scenarios:

  • Scenario 1: You're a first-time user planning a short solo trip. You've heard about an AI travel planner and want to give it a try. Use the app to plan a trip to Paris from May 31st to June 1st

  • Scenario 2: You have a personalized itinerary for your solo trip to Paris. Now, you want to compare the Louvre Museum with another art-related activity from your itinerary to decide which one is a better fit for a single morning. Use the AI to help you make a decision.

  • Scenario 3:You've finalized your itinerary and are very happy with the results. Now, you want to save your itinerary to book your activities later. Try to save your plan.

Checkbox Visibility Issue:
 Users often overlooked the checkbox on activity cards because it blended with the card design.
→ Solution: I increased the checkbox size, applied a thicker border for higher contrast, and added a coach marker (tooltip-style guidance) to explain its function when users first enter the page.

Before

After

Navigation Gap After Booking:
 Once users confirmed an activity booking, they were stuck on the confirmation page without an option to return to the itinerary.
→ Solution: I added a "Back to Itinerary" button on the confirmation page to allow users to seamlessly continue booking other activities.

Before

After

After

Final Design & Mockups

Final Design & Mockups

The final design combines user feedback with a sleek, intuitive interface. Users can easily find healthy, quick recipes that match their preferences.

Final Thoughts

Final Thoughts

Final Thoughts

Recruitment Right Users Matters

Recruitment Right Users Matters

I realized how crucial it is to recruit the right participants for user interviews. Selecting users familiar with digital tools and similar travel apps provided actionable and relevant feedback during the early design stages.

Balancing Digital Adaptation Levels

Balancing Digital Adaptation Levels

Testing with users of different digital adaptation level and age ranges revealed that what feels intuitive to one group can be confusing to another. Including a variety of users helped uncover accessibility challenges and usability gaps that might otherwise have been overlooked.

Small Changes Can Make a Big Impact

Small Changes Can Make a Big Impact

I learned that solving problems doesn’t always require a full redesign. For example, I redesigned the login flow for the AI itinerary feature. Users could explore and create their itinerary first and only log in if they wanted to save or book it. This gamification of login turned it into a reward rather than an obligation, which can lead to reducing friction and improving engagement.

Leveraging AI for Efficiency

Leveraging AI for Efficiency

I used AI as a brainstorming partner during ideation sessions. Using outcomes from the research phase, I crafted “How Might We” questions, generated feature ideas, and prioritized them using impact-effort metrics. This made the ideation process faster and more structured.

Future Improvements – Conversation-Based AI

Future Improvements – Conversation-Based AI

If I were to redesign VoyageVibe, I would enhance the AI feature with a conversational chatbot. Users could interact through a mix of guided automatic options and free-form input to refine their itinerary. This approach would make planning more interactive, personalized, and engaging, while still leveraging AI for efficiency.

Metrics Are Key to Measuring Success

Metrics Are Key to Measuring Success

If this were a live project, I would track these metrics:

  • Engagement with the AI itinerary feature (creation rate, time spent)

  • Login completion after creating an itinerary

  • Booking conversion rate

  • Drop-off points in the flow

  • Return rate and user satisfaction scores (NPS/CSAT)

Voyage Vibe

AI-powered travel planning quickly generates personalized itineraries.

▪UX/UI design ▪ Case study ▪ Personal Project

Challenge :How might we make trip planning faster and more enjoyable by guiding users to personalized, confidence-boosting choices?

Prototype

Prototype

Prototype

Figma File

Figma File

Figma File

Spice Up Mokup
Spice Up Mokup
Spice Up Mokup

About Me

Resume

Contact

About Me

Resume

Contact

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