Research & Discovery
To start, I spoke to a small group of 6 frequent travelers to gain a better understanding of their behavior patterns, pain points, and how other tools fit into their travel routine.
Their travel planning styles ranged from rigid to spontaneus, yet they all had similar frustrations. The travelers struggled with decision fatigue and information overload.
They said...
“I saved over 100 pins for my trip to Lisbon. I have no idea what most of them are anymore.”
“When it rains, I'm back to googling. My itinerary becomes useless.”
“I don't need more options. I need to know which option is right for me, right now.”
I found that the problem isn’t a lack of information. It’s the lack of timely information. Travelers need proactive guidance to reduce their frustrations, not another tool that helps them search for even more options.