PRODUCT DESIGN, USER EXPERIENCE, BRANDING
IBM, Watson Travel App
As a part of IBM’s global Cognitive Build Challenge, my team created an app that smooths the pains of coordinating group travel. To do so, it uses Watson™ AI to make automated travel suggestions based on individual and group preferences.
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ROLE
Design and branding lead
TEAM
Interdisciplinary team of 20 including engineers, offering managers, and consultants
DELIVERABLES
Journeymap
Information architecture Brand guidelines
App design (16 screens)
Information architecture Brand guidelines
App design (16 screens)
The challenge
From personal experience, all members of the team agreed that coordinating group trips provided ample pain points that could have a cognitive solution. As the UX designer, I helped guide our conversation to focus on specific pain-points for a specific user - a Milennial traveler.
1. Coordinating group travel is difficult, esp. getting a group to commit to a basic itinerary.
2. Young travelers want a unique “authentic” experience tailored to their preferences, not something pre-packaged or ‘one-size fits-all’
3. No trip is perfect - users need options when the unexpected interferes with their plans.
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