• Role
    UI, UX
  • Client
    Hansel Maps (Start Up)
  • Industry
    Travel Guides
  • Category
    Mobile Web App
  • Year
    2017 (2 mo)

Hansel Maps is a start-up based in California which aims to provide actionable and professionally curated digital travel guides to millennial travelers through a map-based platform. The MVP will be developed as a mobile web-based application as opposed to a mobile native application for the sake of gaining traction quickly in the market.

  1. Display enticing guide information to potential customers.

  2. Presenting guide itineraries.

  3. Provide a simple guided experience.

  4. Create a visually engaging website.

Meet the User

  • Age:


  • Occupation:


  • Origin:


  • Time in Kitchen:

    2-3 hrs

  • Education:


  • Status:


“My job tends to keep me extremely busy most times, which is why the minute I get some down time I am already looking for somewhere to do something interesting. My friends already know that at any given moment, I can have a sudden urge to try some new restaurant hundreds of miles away.”
  • • Prefers to spend money on experiences

  • • Travels on a whim for both pleasure and business

  • • Always looking to see whats happening in other cities

  • • Find unique experiences rich in art and food

  • • Share experiences with friends

  • • Feel confident in trusting the source providing guide information

Checking Out The Competition

The goal is to provide actionable guides that help users take on unique experiences. With so many guide applications on the market, we focused on those we felt had the closest experience to actionable guides as well as those that were rated highly for their user experience.

Majority of features and insights were similar among the competitors. The main differences were seen in:

– Free vs Paid
– Actionable vs Non-actionable
– By Local Experts vs Online Reviews
– Tourist Destinations vs Unique Experiences

Preliminary Flow

Here is a preliminary mapping of the flow throughout the website and application to help understand the points of entries, as well as user navigation through the goals.


While reviewing the sketches above along with the preliminary flow, I  identified areas in need of improvement as they were numerous variances to be considered when designing for web based apps versus mobile native apps. Those refinements were addressed during the wire-framing stage. These were used as a prototype to test user flow before moving on to interface design.

Challenge 1

Providing Relevant Information

There are many elements of traveling to an unknown destination, apart from great photography, that a potential customer would want to know before making a linear purchase decision. To help ease some concerns, we provided the following:

Transportation, languages and currencies
Length of guides, safety concerns
Types of destinations in a guide

Challenge 2

Presenting The Itinerary

Guides consists of single or multi-day itineraries. Multiple days were separated by tabs. Daytime versus nighttime activities were also given a clear distinction to assist the user in proper planning.

Challenge 3

A Simple Guide Experience

To begin, a user can navigate to the first stop and then start the guide. Once they are ready to go to the next stop, they can swipe to see a preview of the destination, open it up for more details or simply navigate to the stop.

Once completed, they are prompted to confirm completion. A simplified thumbs up or thumbs down rating is then presented to gather feedback on the overall experience.

Challenge 4

Crafting The Website

The website would be used as a marketing tool to sell the experience of the guides. The blog content would serve as an expert travel advisory, helping to promote Hansel as a brand known for building unique travel experiences.


Using Adobe XD we were quickly able to test and iterate as we tried to stay focused on what was needed for the MVP. Below is a clickable prototype if you wish to interact with it.


Startups move pretty quickly. Being able to determine MVP features based on time and skill level of the dev team with little research was the most challenging aspect. It was user testing in the end that helped to solidify any assumptions.

Being my first project that was done entirely remotely also allowed me to better my skills in time management and communication.

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