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Image by Ross Sneddon



AmiGO offers a way for travellers to learn about different destinations and activities as well as connect with experts to find hidden gems and gain lesser-known knowledge. The app serves as a social platform to meet new people as well as a database to collect information to plan a trip.  We used primary and secondary research methods to identify pain points in the travel-planning journey and inform our design. This project was completed in 3 months as a university project in collaboration with An Pham, Safiya O’Sullivan, and Michael Rubin.

Primary Research

We conducted 6 semi-structured interviews with people with varied backgrounds and reasons for their travel. Key findings that drove our design are summarized below.

In the beginning phases of this project, our goal was to design an interactive wayfinding app for Ottawa with a physical product component. Through primary research and further ideation, it evolved into a trip planning app with a social component. As a team, we felt this solution better suited the problems identified through taking to potential users and was different than other travel apps on the market. 

Key Insights - Horizontal_Key Insights -


We constructed 4 personas based on information collected in our user interviews. These personas helped us better understand our users and keep their needs at the center of our process. 

Journey Map

Focusing on Sarah, one of our personas, we created a journey map to better understand the touchpoints and pain points she may experience as she plans and completes a trip. 

Sandra - Journey Map.jpg

Information Architecture

Next we created an information architecture. This was a living document to help us organize the flow of our app and acted as a checklist to ensure we didn't miss anything while prototyping. 

Information Architecture.jpg

Use Cases

We created use cases for 2 of our personas to highlight common use cases and ideate on how to make them most efficient and user-friendly.


We started our wireframing in Miro, then transferred the ideas to Figma where they were further refined. Each team member focused on a different part of the app. My main role was to create the location selection flow (something we decided to not go ahead with in the final design), the search page, and the

results page. 

Gabri's Wireframes.jpg

Click this link to click through our wireframe prototype - Click Here

User Testing

We performed user testing with two classmates outside our project team. Participants were instructed to think aloud as they completed a series of tasks by clicking through our wireframes. The participants brought to our attention flaws and confusing elements that needed review. We understood the intricacies of how the app works because we built it. User testing helped us to understand the problems with the app from a first time user’s perspective, who didn’t have the same background knowledge as us.


From our testing, we learned the importance of communicating how a feature is displayed and how it will function through graphic elements, as well as the importance of consistency. We re-thought several features to be simpler and more intuitive, at the advice of our testing participants.


We wanted our app to look clean and modern and have a touch of fun. Our brand attributes were defined as adventurous, safe, flexible, community, and encouraging. Inspiration was taken from travel photos and a colour palette of blues with a pop of yellow was chosen.

Final Design

Click this link to click through our final prototype - Click Here

Below are my final search, filter, and results screens. 

Final Search Screens-05.jpg