Itinera
Itinera
Itinera
A comprehensive, high efficient, and highly customizable automatic planning system based on generative AI
UI/UX
UI/UX
UI/UX
Mobile App
Mobile App
Mobile App
Generative AI
Generative AI
Generative AI
Case Study
Case Study
TIMELINE
TIMELINE
Dec 2023 - Mar 2024
Dec 2023 - Mar 2024
3 Months
3 Months
MY SCOPE
MY SCOPE
UI Design
UI Design
Market Research
Market Research
User Research
User Research
TOOLS
TOOLS
Figma
Figma
Photoshop
Photoshop
FireFly Image Generator
FireFly Image Generator
Dell - E Image Generator
Dell - E Image Generator
CONTEXT
CONTEXT
After the pandemic, travel has become popular again, with a 95% increase in travelers and a 158% rise in tourism revenue.
However, trip planning remains a challenge due to its complexity and time-consuming nature, while unplanned travel often results in unexpected issues.
After the pandemic, travel has become popular again, with a 95% increase in travelers and a 158% rise in tourism revenue.
However, trip planning remains a challenge due to its complexity and time-consuming nature, while unplanned travel often results in unexpected issues.
After the pandemic, travel has become popular again, with a 95% increase in travelers and a 158% rise in tourism revenue.
However, trip planning remains a challenge due to its complexity and time-consuming nature, while unplanned travel often results in unexpected issues.
WHAT IS ITINERA?
WHAT IS ITINERA?
Itinera is a smart, customizable AI trip planner that quickly generates personalized itineraries. It allows users to set destinations, prioritize needs, and adapt plans in real time for a smooth travel experience.
Itinera is a smart, customizable AI trip planner that quickly generates personalized itineraries. It allows users to set destinations, prioritize needs, and adapt plans in real time for a smooth travel experience.
Itinera is a smart, customizable AI trip planner that quickly generates personalized itineraries. It allows users to set destinations, prioritize needs, and adapt plans in real time for a smooth travel experience.
Full Case Study Available on Desktop
Key Features
AI-Driven
Priority Planner
Painpoint
Planning a trip can be overwhelming when balancing multiple needs, such as budget, accessibility, and personal priorities. Travelers often struggle to find itineraries that truly match their needs, leading to compromises and inefficiencies.
Solution
Customize your trip with any preferences you care about—budget, walking distance, pet-friendliness, or anything else. Set priorities, mark must-haves, and let AI craft the perfect itinerary tailored just for you.
All-In-One Solution
All-In-One Solution
Painpoint
Traditional travel planning requires switching between apps and manually filtering options, lacking comprehensive evaluation of user needs and priorities.
Traditional travel planning requires switching between apps and manually filtering options, lacking comprehensive evaluation of user needs and priorities.
Solution
Our AI deeply integrates user prompts, analyzing vast data to deliver optimized, personalized travel choices, far beyond traditional software.
Our AI deeply integrates user prompts, analyzing vast data to deliver optimized, personalized travel choices, far beyond traditional software.
Dynamic Adjustment
Dynamic Adjustment
Painpoint
Unexpected events like weather changes disrupt plans, requiring users to manually search and adjust their itinerary, which is time-consuming and stressful.
Unexpected events like weather changes disrupt plans, requiring users to manually search and adjust their itinerary, which is time-consuming and stressful.
Solution
Our AI dynamically adjusts plans based on user-set priorities, distance, and time, instantly generating feasible alternatives to keep trips smooth and organized.
Our AI dynamically adjusts plans based on user-set priorities, distance, and time, instantly generating feasible alternatives to keep trips smooth and organized.
PART 1
RESEARCH
Interview
I interviewed three representative users (Gen Z & Gen X) and two key stakeholders from hospitality, transport, and entertainment.
Oliver
Oliver
Gen Z｜Male
Average Budget
Oliver, a soon-to-graduate computer science student, seeks to make every rare trip worthwhile.
Oliver, a soon-to-graduate computer science student, seeks to make every rare trip worthwhile.
Fuhao
Fuhao
Gen Z｜Male
Below Average Budget
Fu Hao, an animation student, sees travel as a way to unwind and finds planning time-consuming.
Fu Hao, an animation student, sees travel as a way to unwind and finds planning time-consuming.
Alice
Alice
Gen X｜Female
Above Average Budget
Alice, a working mother, travels only on holidays, prioritizing a high budget for rare, exceptional experiences.
Alice, a working mother, travels only on holidays, prioritizing a high budget for rare, exceptional experiences.
Stuff in restaurant (Confidential)
Stuff in restaurant (Confidential)
Industry: Catering industry
Entered platform:
Ctrip, Qunar, baidu map
Entered platform:
Ctrip, Qunar, baidu map
Owner of Residential hostel
Owner of Residential hostel
Industry: Hotel
Entered platform:
Ctrip, Qunar, Mafengwo,
Entered platform:
Ctrip, Qunar, Mafengwo,
Interview Findings
After analyzing the interviews, I identified key gaps between user and stakeholder needs and existing products, highlighting opportunities for development.
After analyzing the interviews, I identified key gaps between user and stakeholder needs, as well as existing products, highlighting opportunities for development.
Directionless
Directionless
Many travelers feel overwhelmed when planning a trip and aren’t sure where to begin.
Personalization
Personalization
Most travelers prefer creating a completely new itinerary tailored to their needs rather than adopting someone else’s plan.
Efficiency
Efficiency
Some travelers only start planning the night before departure, so they need a quick planning process.
Diverse Focus
Diverse Focus
Different users may have entirely different priorities during travel (e.g., budget, accommodation) and rank them differently.
One-Stop
One-Stop
Most of users tend to finish all the preparation on just one app or platform instead of switching between different apps.
Unexpected
Unexpected
Unexpected events may occur during travel, causing delays and requiring itinerary adjustments.
PART 2
MARKET ANALYSIS
Competitor Analysis
To further analyze the current market and potential competitors, I conducted research on both travel and map apps, and finally selected the following four apps as the most representative for deeper analysis.
Mafengwo
Advantages
Rich user-generated content
Community interaction
Personalized recommendation
Disadvantages
Information overload
Too much advertising
Lack of personalized function
C-Trip
Advantages
Comprehensive service
Reputation and trustable
A lot of real user comments
Disadvantages
Complex interface
Less personalized itinerary planning
Lack of personalized function
qunawang
Advantages
Price comparison
Wide range of functions
Easy-to-use search function
Disadvantages
A lot of advertisements
Lack of in-depth content
Lack of itinerary planning
Baidu Map
Advantages
Integrated into map
Search engine integration
Rich geographic information
Disadvantages
Lack of deep personalization
Poor itinerary planning experience
Limited functions inside the app
Positioning Matrix
There is an evident gap: none of current services offer users an easy way to tailor a travel itinerary that is perfectly suited to their individual preferences.
There is an evident gap: none of current services offer users an easy way to tailor a travel itinerary that is perfectly suited to their individual preferences.
This presents an opportunity to develop a unique offering that facilitates a highly efficient and easy to use high level of personalization in planning.
PART 3
IDENTIFY PROBLEM
Problem
Problem
Most users struggle to create a comprehensive and highly personalized trip plan due to its complexity and time-consuming nature.
HMW
HMW
How might we create a tool for users to easily and efficiently create a traveling plan without compromising the personalization of the plan?
How might we create a tool for users to easily and efficiently create a traveling plan without compromising the personalization of the plan?
PART 4
DESIGN THINKING
Q: Why Not ChatGPT?
A: Because ChatGPT requires users to manually articulate, organize, and prioritize their needs, which can be overwhelming. We need to come up with a way to simplify this process.
Q: Why all-in-one?
A: On the surface, users want to avoid switching platforms, but the deeper issue is fragmented information, forcing manual integration as traditional tools lack holistic evaluation.
Refining Design & Interaction
Visual Evolution
The overall visual design system has undergone a significant evolution. The core design language has shifted from a more professional, technology-focused aesthetic to a relaxed, engaging, and user-friendly experience.
Before
In the initial version of Itinera, I implemented a dark mode with green accents to evoke a professional and high-tech aesthetic. However, this feeling clashed with the serene and carefree spirit of travel.
After
In the second design iteration, I rebuilt the visual system with a sea blue theme, evoking the sky and ocean to create a clean, fresh, tranquil and smooth user experience.
Basic Settings
Before
In this version, I consolidated all basic information onto a single page for easy access to settings. User feedback revealed clarity issues and the inability to skip certain options.
After
In this version, I split basic settings into three clearly guided pages and introduced a “Decide Later with AI” feature, allowing users to skip settings and personalize them later.
Dynamic Adjustment
Before
In this version, I combined all essential information onto a single page for easier access to settings. However, user feedback indicated issues with clarity and difficulty in quickly locating specific functions.
After
In this version, I categorize all functions into three main groups, improving information clarity and reducing cognitive load.
PART 4
DEVELOPMENT
User Flows
Based on user needs and the balance between efficiency and personalization, I developed three core flows that address key pain points, transforming a complex planning process into a streamlined, intuitive, and customizable experience.
Creating a New Customized Itinerary
Dynamic Adjustment
Low-Fidelity Wireframes
PART 5
DESIGN
Keywords
Fresh
Fresh
Relax
Weightless
Weightless
Design System
Components
Final Design
Home & Itineary
Home & Itinerary
Home: Provides various convenient options to quickly create an itinerary, including attraction search, one-click itinerary generation, and viewing upcoming trips.
Itinerary Page: Displays user-created itineraries with a concise overview for quick review and detailed insights.
Start from the Basics, Create Your Unique Trip
Start from the Basics, Create Your Unique Trip
Get started with ease: Follow the system’s guidance to set your destination, transportation, and departure time step by step, quickly building the framework of your trip.
Leave it all to AI: Skip manual setup and let AI intelligently match the best option based on your preferences and subsequent choices.
Find Your Destination
Find Your Destination
Filter & Search: Quickly find travel inspiration using keywords or filter options.
Attraction Details
Attraction Details
Attraction Details: Get in-depth insights into destinations, including descriptions, ratings, and distance information.
Dynamic Priority Settings
Dynamic Priority Settings
Choose Your Preferences: Flexibly set your travel priorities, covering everything from budget to accommodation preferences.
Dynamic Sorting: Arrange the importance of each preference to customize a trip that suits you best.
Step By Step,
Guide you Through
Route Planning: Clearly presented itinerary routes, covering total mileage, daily driving, and walking distances at a glance.
Accommodation Selection: Smart filtering to find the best lodging options based on your needs, helping you quickly secure the ideal stay.
Transportation Options: Easily explore various transportation choices with precise time and cost matching, and add them to your plan with one click.
Generated Results
Generated Results
Summary Display: Clearly lists dates, locations, and estimated expenses, making all arrangements easy to review at a glance.
Itinerary Preview: A detailed daily overview covering transportation, cost estimates, and activity arrangements for a well-organized trip.
Unexpected? We Got You Covered
Unexpected? We Got You Covered
Whether it’s a snowstorm, traffic delay, or unexpected event, the dynamic adjustment tool quickly generates feasible alternatives based on your set priorities, distance, and time. Keep your travel plans organized and stress-free.
Interfaces
