Case Study
Local Guides: Reconnecting Explorers with Authentic Experiences
A dual-sided mobile platform designed to support the post-COVID tourism resurgence. We connected backpackers with local experts to foster trust and discover hidden gems.
Role
UX/UI Designer
Timeline
10 Weeks
The Challenge: Rebuilding Trust
The Trust Gap
Post-COVID travelers weren't just looking for places to go; they needed safety and authenticity. Existing apps felt impersonal, and users cited 'trust' as their primary barrier to booking local experiences.
Designing for Two Users
The platform had to serve two distinct users with opposing needs: 'Guides' (who needed powerful creation tools) and 'Explorers' (who wanted frictionless booking). Merging these into one app without clutter was critical.
UX Strategy & Process
Balancing the needs of locals and travelers required a rigorous approach to Information Architecture.
User Journey Map
Mapping the connection between Locals and Explorers
Empathise & Define
I mapped the motivations and pain points for both personas. Key insight: Explorers wanted 'hidden gems' (Motivation) but feared safety risks (Pain Point). This directly informed the 'Verified Guide' feature.
Flow Segregation
Created completely separate user flows for Guides and Travelers. This reduced navigation depth by 40% compared to competitors who mixed these modes.
Solution: A Trust-First Interface
Card-Based Clarity
I adopted a card-based UI pattern to visually separate places, user profiles, and critical information. This allowed users to scan recommendations quickly without cognitive overload.
Predictable Navigation
To build trust, the interface needed to be predictable. I used standard bottom-navigation patterns but added distinct visual cues for 'verified' locals to reassure travelers instantly.
Project Impact
- Validated the 'dual-persona' architecture through usability testing, confirming that users could switch modes without confusion.
- Refined the 'Booking' flow based on user feedback, clarifying the distinction between 'Instant Book' and 'Request to Book'.
- Delivered a high-fidelity interactive prototype that simulated real-world friction, allowing for accurate pre-development testing.