Guiding discovery and planning of authentic travel through a local’s lens

Platforms

iOS, Android

Deliverables

Product Strategy, UX/UI Design, Research, Design System, Development

Taking the road less traveled

Jack, the visionary behind Gaido, approached Goji Labs with a bold vision: to create a platform that elevates travel experiences by enabling people to discover local gems that aren’t typically tourist attractions. Frustrated by the reliance on sponsored posts and generic recommendations, his goal was to provide travelers with authentic, off-the-beaten-path experiences curated by local guides. Our solution involved a meticulous process of conducting qualitative user research and iterative design to ensure that this product catered to both user and business needs. The result is a seamless mobile experience that bridges the gap between travelers and the hidden gems of each city, embodying our vision of authentic exploration.

Getting a fresh perspective (in color!)

Ensuring authenticity in hidden gem recommendations was our priority, considering the prevalence of sponsored content dominating travel recommendations. To achieve this, we allowed guides to share personal details, inspired by successful models like Airbnb, enhancing the authenticity and trustworthiness of their profiles.

During moderated usability tests of our lo-fi designs, participants expressed a keen interest in learning more about the guides and their role on the platform. They wanted insights into the guides’ backgrounds and motivations for providing recommendations, as well as opportunities for interaction. In response, we made the guides’ role more visible in the app’s interface in our hi-fi designs, allowing them to write thorough descriptions explaining why they were recommending specific spots. This personal touch not only distinguished Gaido from other travel products but also added credibility to the recommendations.

Strategizing a path for success & growth

Identifying a monetization strategy for Gaido presented a significant hurdle. During user interviews, participants expressed that there was an abundance of free travel information available, making it clear that relying solely on hidden gem content for monetization wouldn’t be viable. Additionally, our local guides highlighted a demand for personalized recommendations tailored to travelers’ interests and preferences. Recognizing an opportunity to address this need, we explored the concept of offering personalized planning services through the app. By allowing travelers to virtually connect with local guides for customized advice and recommendations, we aimed to provide added value while also monetizing the platform. Usability testing confirmed the potential of this feature, with participants expressing enthusiasm for the opportunity to receive personalized guidance on maximizing their city experience.

An ultralight approach to the MVP

One of the design challenges we faced was figuring out the best approach for building a planning tool for our MVP. Initially, we assumed that users would want a dynamic itinerary builder to plan their daily trip activities. We envisioned a feature-rich tool that would allow travelers to meticulously detail their daily schedules to incorporate their favorite hidden gems in their agenda. However, during user interviews, we discovered that people were relatively casual with their planning. Most travelers preferred loose itineraries, if any at all. This revelation prompted us to rethink our approach and pivot towards a simpler, more flexible planning tool for Gaido.

We transitioned to a simpler planning tool that allows users to outline their travel as loosely or as detailed as they prefer, without overwhelming them with unnecessary features. Our solution of letting users create Pinterest-like sets of folders to group their favorite hidden gems gives travelers the flexibility to organize them however they see fit, aligning with their varying planning styles while maintaining ease of use.