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Travel platform concept

Arctic Travels

Bringing intuitive design and human-centered exploration together

Overview

ClientArctic Travels
Tools Figma
My Role
‍Product Designer
Timeframe
July 2025
Arctic Travels is a concept travel platform designed to make planning winter holidays feel less overwhelming and far more enjoyable . Too often, travel sites bombard people with endless options, complicated booking flows and cluttered layouts. I wanted to take a different approach, one that felt inspiring, easy to navigate and rooted in the excitement of planning a trip.

The idea was simple: whether for a solo traveller chasing spontaneity or a family trying to juggle different needs, the platform should guide people with clarity and flexibility. For me, this project was never just about booking hotels or flights. It was about creating a planning experience that felt supportive and aligned with values like sustainability, trust and ease.

Challenge

The design challenge lay in finding the right balance between choice and simplicity. Too much choice creates stress and decision fatigue, while too little takes away a sense of control. Many existing platforms fall into the first trap: they offer endless options but leave users overwhelmed. With Arctic Travels, my goal was to simplify the planning process without removing the joy of discovery. That meant designing features to support decision making, keeping booking options flexible and ensuring the flow worked just as well for families as it did for solo travellers. Every step, from the first search to the final confirmation, needed to feel reassuring and enjoyable.

Chapter One

Process: Double Diamond Approach

To guide this project, I used the Double Diamond design process. I like this framework because it balances creativity with structure, helping me stay open to possibilities at the start and then narrowing down to practical solutions that truly work.

Arctic Travels - Double Diamond

Phase 1

Discover

I stepped into the shoes of real travellers by gathering insights from interviews, competitor analysis and affinity mapping. This stage was about listening and observing, not jumping to solutions. I wanted to understand the messy realities of planning a trip: the stress of comparing too many options, the worry about hidden fees and the desire for flexibility.

Phase 2

Define

I organised findings into clear problem statements and user personas. This clarified what really mattered, like reducing decision fatigue, supporting family-friendly planning and making pricing transparent.

Phase 3

Develop

I sketched, wireframed and prototyped booking flows and search experiences, testing ways to make the journey smoother and more intuitive — functional, but also engaging.

Phase 4

Deliver

I refined everything into high-fidelity designs, building a responsive system that worked across devices. Feedback helped polish details so the experience felt cohesive, reassuring and ready to use.

Phase 1

Discover
I stepped into the shoes of real travellers by gathering insights from interviews, competitor analysis and affinity mapping. This stage was about listening and observing, not jumping to solutions. I wanted to understand the messy realities of planning a trip: the stress of comparing too many options, the worry about hidden fees and the desire for flexibility.
Phase 2

Define
I organised findings into clear problem statements and user personas. This clarified what really mattered, like reducing decision fatigue, supporting family-friendly planning and making pricing transparent.
Phase 3

Develop
I sketched, wireframed and prototyped booking flows and search experiences, testing ways to make the journey smoother and more intuitive — functional, but also engaging.
Phase 4

Deliver
I refined everything into high-fidelity designs, building a responsive system that worked across devices. Feedback helped polish details so the experience felt cohesive, reassuring and ready to use.

Following the Double Diamond meant every decision was grounded in real user needs, rather than assumptions. It kept me focused on building something that was not only usable but also memorable for all travellers.

Chapter Two

User Research: People Before Product

Competitor Analysis

I carried out a competitor analysis to understand how existing platforms approach travel booking. This wasn't about copying features but about identifying strengths I could learn from and weaknesses I could improve on. Looking at both global platforms and niche providers gave me a clear picture of where Arctic Travels could stand out.


Booking.com offers a one-stop shop for global travel with flexible booking options, competitive pricing, and a loyalty system that rewards returning users.

Strengths:

  • Genius loyalty program rewards returning users with discounts and perks
  • “Book now, pay later” and free cancellation on many properties
  • 24/7 multilingual customer service
  • User reviews and translation features improve global trust

Weaknesses:

  • Hidden fees sometimes revealed late in the booking flow
  • Overcrowded / overwhelming UI on certain steps
  • Limited storytelling; experience can feel purely transactional
  • Visual balance issues on pages with large white spaces

Expedia is an all-in-one travel booking with competitive pricing, bundled deals and the One Key Rewards Program, it caters to various travel styles and budgets

Strengths:

  • Extensive bundling options (flights, hotels, cars, activities) in one platform
  • Smart filters and virtual travel assistant for simplified planning
  • App and website support group booking and multi-user coordination
  • Reviews and price drop tracking increase trust and value

Weaknesses:

  • Hidden fees not always disclose upfront in pricing breakdown
  • Landing pages can feel cluttered and overwhelming to some users
  • Confusing mobile layout (as reported by some case studies)
  • Limited ethical travel or sustainability-focused filters

Epic Polar is designed for niched traveller seeking meaningful and ethical adventures in the world's most remote destinations.

Strengths:

  • Clear brand identity centered on purpose-driver travel
  • Simple UI and intuitive layout with minimal menus and clear navigation
  • Emphasis on expert insights (vs. mass-market recommendations)
  • Additional experience enhance user value (e.g. wildlife tours)

Weaknesses:

  • Some pages are text-heavy, which could overwhelm users
  • Lack of a hover feature on travel cards (limits interaction clarity)
  • No text on hero image/banner, which weakens initial user engagement
  • No search bar available for flexible exploration (e.g. typing destinations)
What became clear was that large providers like Booking.com and Expedia are strong on functionality and choice but often at the cost of clarity and inspiration. Niche platforms like Epic Polar offer personality and purpose but struggle with scale and usability. This gap highlighted an opportunity for Arctic Travels to combine the best of both worlds: a platform that is functional and easy to use, while also delivering a more engaging experience.



User Persona

Before sketches, systems and screen layouts. I needed to understand who I was designing for and why. This stage was all about people. Planning a holiday might sound exciting but when you dig into it, the reality often involves messy logistics, tight budgets and competing priorities. My goal was to step into those real experiences and design with empathy.

From these insights, I created a set of personas that captured the different types of travellers I was designing for. Each persona highlighted distinct needs, motivations and frustrations, which helped me make design decisions that felt grounded and purposeful.
Arctic Travels - User Persona 1
Arctic Travels - User Persona 2
Arctic Travels - User Persona 3


Affinity Mapping

After gathering data, I turned everything into an affinity map. This meant pulling out key points, clustering them into themes and spotting patterns across different users. It was a messy but revealing stage that helped me move from raw feedback to actionable insights.

From these patterns, 4 core needs emerged:

  • Reducing the mental load of planning
  • Offering flexible travel options
  • Making pricing clear and transparent
  • Blending inspiration with practical content

These themes became the foundation for how Arctic Travels was shaped, guiding everything from the user flow to the tone of the final interface.
Key: User 1 - Daniel User 2 - Sofia User 3 - Joel

Theme #1 - Informed Choices

Insights: Users feel overwhelmed by too many unfiltered choices. They need trusted reviews, clear description, and help narrowing down options.

  • “When I see pages and pages of options with no real guidance, I end up closing the tab. I just want someone to tell me which one's actually worth it.”
  • “I like to make informed decisions, but when everything looks the same it's hard to tell what's legit reviews from other travellers really help.”
  • “Planning for the whole family is stressful. If there's a way to filter based on what families actually enjoyed, that'd save me hours.”

Theme #2 - Flexible Travel

Insight: Users value adaptability. Some travel last-minute, others need to work around school terms. Flexibility in booking, cancellation and timing it key.

  • “I like to book spontaneously when I find a deal, but I won't commit unless I can cancel or change dates easily.”
  • “My schedule's unpredictable. If it doesn't align with my content or availability, I need to switch it up.”
  • “We're stuck with school holiday dates, which means we're paying more. If there's a way to make those windows less painful, I'm in.”

Theme #3 - Value Focus

Insight: Users value adaptability. Some travel last-minute, others need to work around school terms. Flexibility in booking, cancellation and timing it key.

  • “I like to book spontaneously when I find a deal, but I won't commit unless I can cancel or change dates easily.”
  • “My schedule's unpredictable. If it doesn't align with my content or availability, I need to switch it up.”
  • “We're forced to travel in those time periods when prices are higher. If there's a way to make those times less expensive or stressful, I'm interested.”

Theme #4 - Community Access

Insight: Users are looking for authentic experiences. They want to meet locals, support communities and avoid commercialised tourism.

  • “I'd rather eat where the locals eat or stay somewhere run by people from the aea. It just feel more meaningful.”
  • “Travel is about storytelling. I want to meet people who live there, not just take a picture and leave."
  • “I love when my kids can actually learn something about the place. Not just visit another amusement park.”

Theme #5 - Ease of Use

Insight: Planning travel can feel overwhelming, especially for those juggling work, kids, or multiple travel companions. Users want platforms that make it feel easier, not harder.

  • “Planning everything from scratch is exhausting. I just want a good suggestions that works for all of us.”
  • “Give me a starting point. Once I've got a vibe, I can tweak but don't make me scroll endlessly."
  • “I'd love a quick match system. Answer a few questions and boom options tailored to me.”

Theme #6 - Integrated Media

Insight: Especially relevant for Sofia, but present across users: people want to share experiences and draw inspiration from others.

  • “I usually look at tagged posts on Instagram before I go somewhere because it gives me a bette idea of what it's actually like.”
  • “Half the joy of travelling is sharing it and if the platform helps with that, I'm all for it."

Theme #7 - Clear Communication

Insight: Users value platforms that make them feel secure and informed through clear communication, reviews and verified information.

  • “Hidden costs kill the vibe. I want to know upfront what I'm getting into.”
  • “I always read user reviews before booking anything. I need to know other travellers had a good experience."
  • “If the place has been recommended by other parents, I feel more confident taking my family there.”

Theme #8 - User Control

Insight: Users want to feel in control of their travel experiences, with the ability to personalise trip elements choosing activities to tailoring filters.

  • “I don't want a one-size fits-all experience. I want to shape the trip around me and my friends.”
  • “Give me filters that actually reflect what I care about. Nature, photography spots, culture not just 'hotels' and 'restaurants'."
  • “It would be helpful if I could build a plan that fits around my kids. Customisation would go a long way.”

Following the Double Diamond meant every decision was grounded in real user needs, rather than assumptions. It kept me focused on building something that was not only usable but also memorable for all travellers.

Chapter Three

User Flow: Guiding the Traveller

Once I had a clear understanding of user needs, I mapped out the journey travellers would take through the platform. The aim was to create a flow that felt intuitive and supportive, guiding users step by step without adding friction.

Key actions like choosing a destination, setting dates and filtering options were placed upfront, reflecting the natural way people plan trips. From there, the flow branched into flexible booking choices, whether that meant adding activities, comparing packages or tailoring a trip for families.



Designing the user flow at this stage meant I could check for clarity before jumping into visuals. It helped me spot potential roadblocks early, reduce unnecessary steps and make sure the overall experience was easy to navigate.

Chapter Four

Wireframes: Ideas in Motion

Before bringing in colour, typography or imagery, I created wireframes to map out the foundations of the platform. This stage was all about structure, making sure the layout supported ease of use.

I focused on surfacing the most important actions, like search and filtering, while giving the interface enough breathing room to avoid clutter. White space, clear hierarchies and consistent spacing helped ensure that users could scan information quickly and make decisions with confidence.

Working through wireframes also gave me the freedom to test different layouts and refine the flow without being distracted by visual details. It was about building trust into the experience early on, making sure that even in black and white, the platform felt intuitive and ready for all types of travellers.


Chapter Five

Final Screens: Bringing Arctic Travels to Life

The final desktop and mobile screens were shaped directly by the foundations built in the user research, user flow and wireframes. By this point the structure was solid, so the focus was on translating it into an interface that felt cohesive and intuitive. The result is a design that supports users through each stage of planning, without ever pulling focus from the adventure ahead.



Desktop Screens

Final designs displayed in a browser-style frame. Click on the images to open and explore the full screens.



Mobile Screens

The final mobile designs are shown in a phone-style frame, letting you scroll through the screens the same way you would on a device.


Arctic Travels - Home Page
Arctic Travels - Home Page
Arctic Travels - Home Page
Arctic Travels - Destination Results
Arctic Travels - Destination Results
Arctic Travels - Destination Results
Arctic Travels - Booking Page
Arctic Travels - Booking Page
Arctic Travels - Booking Page
Payment
Arctic Travels - Payment Page
Arctic Travels - Payment Page
Arctic Travels - Confirmation Page
Arctic Travels - Confirmation Page
Arctic Travels - Confirmation Page

Chapter Six

Reflection: A Process with Purpose

Designing with Intention

Working on Arctic Travels taught me the value of slowing down at the research stage. By grounding decisions in real user needs and competitor insights, I was able to build a platform that felt purposeful rather than just polished. One of the challenges was finding the balance between offering choice and avoiding information overload. It reminded me that good design is not only about reducing friction but about creating an experience that feels supportive and meaningful.



Room to Grow

If I were to take this concept further, I would like to test the prototype with real users and gather feedback on how well it supports different types of travellers. This would help validate the ideas and uncover opportunities for refinement. In particular, I would focus on testing the booking flow to see if it feels as simple in practice as it does in design and on exploring more personalisation such as tailored recommendations while keeping the experience clear and straightforward.



The Bigger Takeaway

Overall, this project strengthened my design process and showed me how important it is to balance usability with inspiration. Arctic Travels was never just about booking a trip. It was about making the planning stage feel as much a part of the adventure as the journey itself, without ever losing sight of the excitement that travel brings.

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