TravelPal, US AI / TRAVEL
I worked with TravelPal to clarify the product direction, improve UX clarity, and define a more human and emotionally engaging brand and experience for an early stage AI powered travel platform.
Intro, role & timeline Context:
TravelPal is an early stage travel startup with a strong product idea, but a platform that felt stuck in beta and struggled to clearly communicate its value.
My role
I led a UX analysis, helped reframing the product & brand positioning,. The work focused on clarifying the journey, improving trust, and defining a stronger emotional direction for the product and the brand
Timeline:
5 months, from initial audit and pitch to UX and visual exploration.
Problem The product concept was promising, but the experience failed to guide users clearly or create emotional connection.
Key challenges:
The homepage distracted users from the main action and made it unclear where to start . Core flows like “How it works” and planning steps felt fragmented and overwhelming The platform lacked human storytelling, testimonials, and trust signals Broken or unclear interactions reduced confidence in key features DISCOVERY & INSIGHTS I started with a lightweight UX audit to identify friction, confusion, and emotional gaps across the platform.Key insights:
Users struggled to understand the value proposition quickly The experience lacked a sense of exploration, travel, and adventure The product needed more human presence to feel trustworthy Too many elements competed for attention at once DESIGN & BUILD Key decisions
Shifted the homepage from feature heavy to value and journey driven Simplified the experience into a clear discovery → planning → booking flow Introduced emotional storytelling through imagery, tone, and human elements Reduced visual noise to help users focus on the core action Proposed stronger personalization signals to make the experience feel relevant Proposed a small design system to create the foundations for future design & development SUCCESS METRICS As an early stage project, success was defined by direction and alignment , and quantitative metrics were hard to measure at this stage.Main outcomes
Clear UX and brand direction for the next phase of the product A simplified and more understandable user journey A stronger emotional and human foundation for future development Design assets and recommendations ready for implementation 
