Exploring Beyond The Obvious.
Exploring Beyond The Obvious.
Terra : Your AI Hidden Gems Travel Companion.
Terra : Your AI Hidden Gems Travel Companion.
As someone who loves discovering new destinations, I realized that planning a trip to less-known areas is painfully inefficient. Information is scarce, scattered, and often unreliable. Existing travel apps focus on mainstream attractions, leaving hidden gems overlooked. That’s where I saw an opportunity : AI-powered mobile app that instantly creates personalized itineraries enriched with authentic hidden gems.
As someone who loves discovering new destinations, I realized that planning a trip to less-known areas is painfully inefficient. Information is scarce, scattered, and often unreliable. Existing travel apps focus on mainstream attractions, leaving hidden gems overlooked. That’s where I saw an opportunity : AI-powered mobile app that instantly creates personalized itineraries enriched with authentic hidden gems.
JOBS TO BE DONE (JTBD) :
JOBS TO BE DONE (JTBD) :
Helping Travelers Turn Ideas Into Clear Itineraries.
Helping Travelers Turn Ideas Into Clear Itineraries.
Helping Travelers Turn Ideas Into Clear Itineraries.
“When I plan to travel to a new, less-known destination, I want to generate a personalized itinerary instantly so that I can maximize my time exploring without worrying about missing hidden gems.”
“When I plan to travel to a new, less-known destination, I want to generate a personalized itinerary instantly so that I can maximize my time exploring without worrying about missing hidden gems.”
RESEARCH PHASE :
RESEARCH PHASE :
Understanding Explorers Before Building Their Compass.
Understanding Explorers Before Building Their Compass.
I conducted market benchmarking, a quick survey (20 respondents). The goal was to validate pain points and highlight opportunities.
I conducted market benchmarking, a quick survey (20 respondents). The goal was to validate pain points and highlight opportunities.
Competitor Benchmarking
Competitor Benchmarking
Compare existing travel apps, find gaps.
Compare existing travel apps, find gaps.
Competitor
Strengh
Weakness
Opportunities for Terra
Booking, UI polished
Generic itinerary, mainstream
Add unique itinerary value
Huge user reviews
Info overload, no curation
Curated AI validation
Google Travel
Maps + Calendar integration
Manual, generic
AI instant planning
Niche hidden gems
Limited coverage, static
Scale with AI personalization
Key Insight :
Key Insight :
Competitors excel in mainstream services, but fail in fast, personal, hidden gems-focused itinerary generation.
Competitors excel in mainstream services, but fail in fast, personal, hidden gems-focused itinerary generation.
User Survey
User Survey
Validate user pains & needs.
Validate user pains & needs.
Question 1 :
How long do you usually spend planning a trip?
How long do you usually spend planning a trip?
65%
15%
20%
65% → 3–5 hours
65% → 3–5 hours
20% → >5 hours
20% → >5 hours
15% → <2 hours
15% → <2 hours
Question 2 :
Do you struggle finding hidden gems?
Do you struggle finding hidden gems?
70%
30%
70% → Yes
70% → Yes
30% → No
30% → No
Question 3 :
Would you trust AI to generate your itinerary?
Would you trust AI to generate your itinerary?
50%
20%
30%
50% → Yes, with option to edit
50% → Yes, with option to edit
30% → Yes, fully
30% → Yes, fully
20% → No
20% → No
Question 4 :
What do you value most in travel apps?
What do you value most in travel apps?
40%
20%
10%
30%
40% → Personalization
40% → Personalization
30% → Unique experiences
30% → Unique experiences
20% → Efficiency
20% → Efficiency
10% → Social sharing
10% → Social sharing
Theme
Pain Points
Needs
Time & Effort
Research takes 3–5 hrs
Research takes 3–5 hrs |
Instant planning
Autheticity
Mainstream results only
Hidden gems, local vibes
Hidden gems, local vibes |
Trust
Info unreliable/scattered
AI validation
Flexibility
One-size-fits-all apps
One-size-fits-all apps |
Customizable itinerary
Quotes :
Quotes :
“If I only use TripAdv***r, I’ll end up in Bali’s mainstream spots.”
“If I only use TripAdv***r, I’ll end up in Bali’s mainstream spots.”
“When I went to Flores, finding local recommendations took a long time.”
“When I went to Flores, finding local recommendations took a long time.”
“I want something quick but still authentic, not the usual tourist spots.”
“I want something quick but still authentic, not the usual tourist spots.”
Key Insight :
Key Insight :
Users struggle the most with hidden gems and want personalization + efficiency. AI is acceptable if editable. User needs balance between speed (AI) and authenticity (hidden gems).
Users struggle the most with hidden gems and want personalization + efficiency. AI is acceptable if editable. User needs balance between speed (AI) and authenticity (hidden gems).
USER PERSONA :
USER PERSONA :
From Insights to a Persona that Guides Every Decision.
From Insights to a Persona that Guides Every Decision.
From our interviews, we distilled user insights into realistic personas that represent explorers with different travel goals and behaviors. These personas became our north star, guiding decisions across UI design, content flow, and the personalization logic that powers AI-generated itineraries.
From our interviews, we distilled user insights into realistic personas that represent explorers with different travel goals and behaviors. These personas became our north star, guiding decisions across UI design, content flow, and the personalization logic that powers AI-generated itineraries.
“I want unique places for my travel content. But every search result shows me the same mainstream spots.”
“I want unique places for my travel content. But every search result shows me the same mainstream spots.”
Rani (27) - The Content Creator
Rani (27) - The Content Creator
Behaviour
Behaviour
Loves sharing stories on Instagram & YouTube. Travels often to lesser-known areas.
Loves sharing stories on Instagram & YouTube. Travels often to lesser-known areas.
Pain
Pain
Spends too much time (5+ hrs) curating hidden gems, results too mainstream.
Spends too much time (5+ hrs) curating hidden gems, results too mainstream.
Needs
Needs
Fast discovery of authentic, unique spots that stand out.
Fast discovery of authentic, unique spots that stand out.
Design Implication
Design Implication
Highlight “hidden gems” section in the app, show why it’s unique.
Highlight “hidden gems” section in the app, show why it’s unique.
“I only get 2–3 days off. Can’t waste half of it researching.”
“I only get 2–3 days off. Can’t waste half of it researching.”
Dimas (32) - The Busy Worker
Dimas (32) - The Busy Worker
Behaviour
Behaviour
Works in corporate, travels 2–3 times/year. Prefers efficient weekend getaways.
Works in corporate, travels 2–3 times/year. Prefers efficient weekend getaways.
Pain
Pain
Planning takes too long, often ends up skipping hidden gems.
Planning takes too long, often ends up skipping hidden gems.
Needs
Needs
Reliable itinerary in minutes, easy to save & follow.
Reliable itinerary in minutes, easy to save & follow.
Design Implication
Design Implication
One-click AI itinerary generator, export to Maps/Calendar.
One-click AI itinerary generator, export to Maps/Calendar.
“I want to connect with locals, not just take photos at tourist spots.”
“I want to connect with locals, not just take photos at tourist spots.”
Rico Lubis (22) - The Explorer
Rico Lubis (22) - The Explorer
Behaviour
Behaviour
Backpacker, budget-conscious, values culture over luxury.
Backpacker, budget-conscious, values culture over luxury.
Pain
Pain
Fear of missing authentic experiences, info is scattered & unreliable.
Fear of missing authentic experiences, info is scattered & unreliable.
Needs
Needs
Trustworthy recommendations with cultural context.
Trustworthy recommendations with cultural context.
Design Implication
Design Implication
Add local insights & AI-curated reviews for assurance.
Add local insights & AI-curated reviews for assurance.
Problem Statement
Problem Statement
Information is scarce and unreliable.
Information is scarce and unreliable.
Destination research takes too long.
Destination research takes too long.
Existing travel apps offer generic, mainstream itineraries.
Existing travel apps offer generic, mainstream itineraries.
Design Response
Design Response
Collects user input (destination, duration, budget, preferences).
Collects user input (destination, duration, budget, preferences).
Generates day-by-day itineraries instantly.
Generates day-by-day itineraries instantly.
Suggests hidden gems validated by AI-curated reviews.
Suggests hidden gems validated by AI-curated reviews.
Allows one-click save/export to Maps or Calendar.
Allows one-click save/export to Maps or Calendar.
“I want unique places for my travel content. But every search result shows me the same mainstream spots.”
Rani (27) - The Content Creator
Behaviour
Loves sharing stories on Instagram & YouTube. Travels often to lesser-known areas.
Pain
Spends too much time (5+ hrs) curating hidden gems, results too mainstream.
Needs
Fast discovery of authentic, unique spots that stand out.
Design Implication
Highlight “hidden gems” section in the app, show why it’s unique.
Behaviour
Works in corporate, travels 2–3 times/year. Prefers efficient weekend getaways.
Pain
Planning takes too long, often ends up skipping hidden gems.
Needs
Reliable itinerary in minutes, easy to save & follow.
Design Implication
One-click AI itinerary generator, export to Maps/Calendar.
“I only get 2–3 days off. Can’t waste half of it researching.”
Dimas (32) - The Busy Worker
Behaviour
Backpacker, budget-conscious, values culture over luxury.
Pain
Fear of missing authentic experiences, info is scattered & unreliable.
Needs
Trustworthy recommendations with cultural context.
Design Implication
Add local insights & AI-curated reviews for assurance.
“I want to connect with locals, not just take photos at tourist spots.”
Rico Lubis (22) - The Explorer
Problem Statement
Information is scarce and unreliable.
Destination research takes too long.
Existing travel apps offer generic, mainstream itineraries.
Design Response
Collects user input (destination, duration, budget, preferences).
Generates day-by-day itineraries instantly.
Suggests hidden gems validated by AI-curated reviews.
Allows one-click save/export to Maps or Calendar.
USER FLOW :
USER FLOW :
From First Tap to Final Plan. Every Step, Clear and Intentional.
From First Tap to Final Plan. Every Step, Clear and Intentional.
This flow illustrates how a traveler goes from curiosity (“I want to explore a new place”) to confidence (“I now have a reliable, hidden-gem-rich itinerary”). The focus is on speed, simplicity, and flexibility.
This flow illustrates how a traveler goes from curiosity (“I want to explore a new place”) to confidence (“I now have a reliable, hidden-gem-rich itinerary”). The focus is on speed, simplicity, and flexibility.
DESIGN GUIDELINE :
DESIGN GUIDELINE :
Design Rules that Shape Intuitive and Timeless Experiences.
Design Rules that Shape Intuitive and Timeless Experiences.
We create a design guideline concept consisting of color combinations, typography, and logo concepts. This guideline will be used for branding needs, UI design, publications, and others.
We create a design guideline concept consisting of color combinations, typography, and logo concepts. This guideline will be used for branding needs, UI design, publications, and others.
Main Font
Poppins
Light
Regular
Medium
Bold
Black
Aa
Aa
Primary Blue
Primary Blue
#014CE5
#014CE5
Light Blue
Light Blue
#E5EEFF
#E5EEFF
Sky Blue
Sky Blue
#014CE5
#014CE5
Navy
Navy
#014CE5
#014CE5
Color
Color
The bold Primary Blue (#014CE5) embodies trust and clarity, perfect for an AI travel companion. Lighter blues bring freshness and contrast. Navy grounds the palette, balancing professionalism with a sense of exploration.
The bold Primary Blue (#014CE5) embodies trust and clarity, perfect for an AI travel companion. Lighter blues bring freshness and contrast. Navy grounds the palette, balancing professionalism with a sense of exploration.
Typography
Typography
Poppins was chosen for its modern, geometric clarity and versatile weights, ensuring strong hierarchy and seamless readability across devices.
Poppins was chosen for its modern, geometric clarity and versatile weights, ensuring strong hierarchy and seamless readability across devices.
Let's See The Solution :
Let's See The Solution :
Showcase the Final Design Direction with a Focus on Clarity, Consistency, and Usability.
Showcase the Final Design Direction with a Focus on Clarity, Consistency, and Usability.
1. Login & Onboarding Screen
1. Login & Onboarding Screen
2. Home Screen , Generate Trip, & Trip Details
2. Home Screen , Generate Trip, & Trip Details
