A Start-up travel app that simplifies the travel planning process with AI disovery and coordination
- Role: Lead Product Designer
- Timeline: Sep 2024 - Jun 2025 (9 months)
- Team: 2 Founders, 2 Engineers, 1 Product Designer (Me)
- Outcome: App Launched and Pivot
Overview
Emblem Travel is an AI-powered travel app designed to provide expert planning for personalised trips. As young professionals seek more unique and curated trips, they are hindered with the fragmented process of trip planning.
mblem sought to provide an AI expert that guided users from discovery to return, so they can explore freely without worrying about the details
My Role
Product Strategy & Research: Conducted domain analysis and user interviews to identify the "gap" between inspiration and booking, defining the core feature set (Feed, AI, Social).
UX & Interaction Design: Mapped complex end-to-end flows for non-deterministic interfaces (AI Chat) and multi-user consensus logic (Group Polls).
UI & System Design: Built a scalable design system and high-fidelity prototypes to support rapid iteration and developer handoff.
Initial Research
Discovery is backwards
Untapped Personalisation in travel
Research methods
Design Process
Fostering user discovery
Engaging users in planning
Planning in groups
Design system
Project Outcomes
Launch and Pivot
The launch of Emblem had mixed reception, which utimately led to the decision to pivot away from a direct B2C platform for travel