User research
The research phase involved benchmarking existing travel tools and conducting a survey completed by 286 participants. Key findings included:
- Stressful Decision-Making: Users were frustrated by the overwhelming number of “Top 10 destinations” lists, which provided little actionable value.
- Experience-Centric Travel: Travelers prioritize unique and memorable activities over logistical details.
- Group Dynamics: Most trips are planned collaboratively, highlighting the need for group decision-making tools.
Defining Customers
Four user personas were identified, representing diverse traveler profiles: a retired couple seeking nostalgia, young friends planning a trip together, and families balancing different needs.