Making Offbeat Destinations Easier to Discover
Making Offbeat Destinations Easier to Discover
Making Offbeat Destinations Easier to Discover
Most travel apps are built for people who already know where they're going.
The discovery phase - where travellers find places they've never heard of - happens on Instagram, Google or through friends.
Most travel apps are built for people who already know where they're going.
The discovery phase - where travellers find places they've never heard of - happens on Instagram, Google or through friends.
Most travel apps are built for people who already know where they're going.
The discovery phase - where travellers find places they've never heard of - happens on Instagram, Google or through friends.
That's the opportunity. Bringing lesser known destinations discovery into the travel app, so travellers dont have to piece together their journey across multiple platforms.
That's the opportunity. Bringing lesser known destinations discovery into the travel app, so travellers dont have to piece together their journey across multiple platforms.
That's the opportunity. Bringing lesser known destinations discovery into the travel app, so travellers dont have to piece together their journey across multiple platforms.
The challenge wasn't designing new screens. It was introducing discovery without disrupting users who already know their destination.
The challenge wasn't designing new screens. It was introducing discovery without disrupting users who already know their destination.
The challenge wasn't designing new screens. It was introducing discovery without disrupting users who already know their destination.
MAU
MAU
44M+
44M+
as of feb 2026
as of feb 2026
REVIEWS
REVIEWS
43%
43%
travellers consult peer reviews
travellers consult peer reviews
Complete Flow - Home • Discovery • Destination details
Complete Flow - Home • Discovery • Destination details
Final Design
Final Design
01
01
The Problem
The Problem
Travel inspiration happens outside the app
Travel inspiration happens outside the app
Travel inspiration happens outside the app
Discovering lesser-known destinations required switching between multiple platforms - inspiration on social media, research on blogs and booking on travel apps - making the early phase fragmented.
Discovering lesser-known destinations required switching between multiple platforms - inspiration on social media, research on blogs and booking on travel apps - making the early phase fragmented.
Discovering lesser-known destinations required switching between multiple platforms - inspiration on social media, research on blogs and booking on travel apps - making the early phase fragmented.
Travellers discover inspiring places across different platforms but struggle to organise or revisit them when planning a trip.
Travellers discover inspiring places across different platforms but struggle to organise or revisit them when planning a trip.
Travellers discover inspiring places across different platforms but struggle to organise or revisit them when planning a trip.
INITIAL HYPOTHESIS - SHAPED THE RESEARCH DIRECTION
INITIAL HYPOTHESIS - SHAPED THE RESEARCH DIRECTION
02
02
The Opportunity
The Opportunity
Where discovery breaks down
Where discovery breaks down
Where discovery breaks down
Competitive analysis across major travel platforms revealed a consistent pattern - discovery and booking happen in separate ecosystems.
Competitive analysis across major travel platforms revealed a consistent pattern - discovery and booking happen in separate ecosystems.
Competitive analysis across major travel platforms revealed a consistent pattern - discovery and booking happen in separate ecosystems.
Travellers discover destinations on social platforms but book them on travel platforms.
Travellers discover destinations on social platforms but book them on travel platforms.
Travellers discover destinations on social platforms but book them on travel platforms.
INSIGHT
INSIGHT
03
03
Design Solution
Design Solution
Three stages of discovery journey
Three stages of discovery journey
Three stages of discovery journey
The solution integrates into the existing booking journey as three connected stages - guiding travellers from inspiration to booking.
The solution integrates into the existing booking journey as three connected stages - guiding travellers from inspiration to booking.
Stage 1
Stage 1
Stage 1
Discovery Layer
Discovery Layer
Discovery Layer
The destination tab, Explore More section, and notification indicator give travellers a reason to open the app before thes know where they're going.
All entry points were designed from scratch.
The destination tab, Explore More section, and notification indicator give travellers a reason to open the app before thes know where they're going.
All entry points were designed from scratch.
The destination tab, Explore More section, and notification indicator give travellers a reason to open the app before thes know where they're going.
All entry points were designed from scratch.
Stage 2
Stage 2
Stage 2
Destination Details
Destination Details
Destination Details
When travellers find a destination they've never heard of, this screen gives them enough context to decide - without overwhelming them before they've committed.
When travellers find a destination they've never heard of, this screen gives them enough context to decide - without overwhelming them before they've committed.
When travellers find a destination they've never heard of, this screen gives them enough context to decide - without overwhelming them before they've committed.
Stage 3
Stage 3
Stage 3
Travel Stories
Travel Stories
Travel Stories
Top Stories surfaces what travellers found most interesting - ranked by saves & likes. The feeds shows recent experiences, so the content says current.
Verified status is earned through community validation, which keep the quality of discovery content high.
Top Stories surfaces what travellers found most interesting - ranked by saves & likes. The feeds shows recent experiences, so the content says current.
Verified status is earned through community validation, which keep the quality of discovery content high.
Top Stories surfaces what travellers found most interesting - ranked by saves & likes. The feeds shows recent experiences, so the content says current.
Verified status is earned through community validation, which keep the quality of discovery content high.
04
04
Testing & Iterations
Testing & Iterations
Hi Fidelity - tested with real users
Hi Fidelity - tested with real users
Hi Fidelity - tested with real users
After first high fidelity design was complete, I ran a survey to reach the right audience - travellers who had actually tried to discover lesser known places. I held scenario - based testing sessions.
After first high fidelity design was complete, I ran a survey to reach the right audience - travellers who had actually tried to discover lesser known places. I held scenario - based testing sessions.
After first high fidelity design was complete, I ran a survey to reach the right audience - travellers who had actually tried to discover lesser known places. I held scenario - based testing sessions.
30+
30+
Survey Responses
Survey Responses
8
8
User testing sessions
User testing sessions
"I was just scrolling and missed it completely."
"I was just scrolling and missed it completely."
"I was just scrolling and missed it completely."
Users 2 & 5 - coudn't find where to start - the discovery feature was not discoverable on the first load.
Users 2 & 5 - coudn't find where to start - the discovery feature was not discoverable on the first load.
Before
After
Surfaced discovery at primary navigation level and introduced visual cues to ensure visibility on first load.
"I didn't know what Rs.1000 meant - is that per person or for everything?"
"I didn't know what Rs.1000 meant - is that per person or for everything?"
"I didn't know what Rs.1000 meant - is that per person or for everything?"
Users 1 & 5 - price had no reference point, raising doubt before they even considered booking.
Users 1 & 5 - price had no reference point, raising doubt before they even considered booking.
Before
After
Anchored pricing, removed visual noise, grouped realted signals.
"45 mins from where? I am not sure what I am paying for or what's even included."
"45 mins from where? I am not sure what I am paying for or what's even included."
"45 mins from where? I am not sure what I am paying for or what's even included."
Users 1,2,3 & 5 - icons lacked context and context was too dense to scan.
Users 1,2,3 & 5 - icons lacked context and context was too dense to scan.
Before
After
Quick Info modal added on tap, content restructured into scannable lists, related signals grouped.
Designing for scale
Designing for scale
Designing for scale
Designed for scale across destinations
Designed for scale across destinations
Created a scalable card pattern that adapt to different destinations, data and user contexts,
reducing the need for custom designs.
Created a scalable card pattern that adapt to different destinations, data and user contexts, reducing the need for custom designs.
Componenet Configuration
Componenet Configuration
Scalable across use cases without redesign
Scalable across use cases without redesign
Handled multiple destination formats and data variations using one reusable pattern — reducing design effort and maintaining consistency across the experience.
Handled multiple destination formats and data variations using one reusable pattern — reducing design effort and maintaining consistency across the experience.
Adaptation across use cases
Adaptation across use cases
05
05
Business Metrics
Business Metrics
Metrics that would validate the hypothesis
Metrics that would validate the hypothesis
Metrics that would validate the hypothesis
3 metrics that would confirm wheather discovery changes user behaviour - not just generates engagement.
3 metrics that would confirm wheather discovery changes user behaviour - not just generates engagement.
3 metrics that would confirm wheather discovery changes user behaviour - not just generates engagement.
