4 Months
User Research, UI/UX Design, Testing
Mobile Application
Figma · Miro · Notion
Problem Statement
01
37% of travelers avoid sustainable travel due to high costs (WTTC, 2024). Eco-friendly options consistently feel financially out of reach.
02
One-time gear purchases drive up both expenses and environmental waste. Travelers buy equipment for one trip, then never use it again.
03
Unclear needs and fragmented information create cognitive overload, causing travelers to abandon sustainable intentions before they start.
Primary Research
Corporate employees, freelancers, and students aged 24 to 35, primarily in Europe with 8 to 10 trips per year
10 participants, 7 males and 3 females. Quantified the specific barriers preventing sustainable travel decisions
Reviewed existing platforms. None offered gear-sharing with community planning in one cohesive experience
Mapped emotional states from trip inspiration through to reflection to pinpoint where decision drop-off happens
Survey Demographics
Recurring Themes from Interviews
Travelers felt anxious and overwhelmed planning what sustainable gear to pack for each specific trip type.
Buying equipment used once then discarded felt both wasteful and expensive, directly contradicting eco values.
Users struggled to find eco-friendly alternatives at reasonable price points, forcing compromise on their values.
User Persona
“I want to travel sustainably, but every time I price it up, I just can’t justify the cost. So I end up making the same choices as always.”
User Journey
| Stage | User Journey | Goals | Emotions | Pain-points | Opportunity |
|---|---|---|---|---|---|
Stage 01Plans a camping weekend |
Journey Decides to go camping over the holiday |
Goal Have a fun and smooth trip |
EmotionExcited, unsure |
Pain Point Doubtful with planning & packing Planning stress |
Opportunity Provide planning support and destination-based suggestions Planning Support |
Stage 02Chooses a destination |
Journey Selects location in the app |
Goal Know what is needed for that destination |
EmotionCurious, slightly anxious |
Pain Point Not sure what's essential for the location Unclear needs |
Opportunity Show curated checklist based on destination Curated Checklist |
Stage 03Views gear checklist |
Journey Looks through the gear list suggested by app |
Goal Prepare properly without overspending |
EmotionWorried about budget |
Pain Point Items seem expensive for one-time use Cost barrier |
Opportunity Highlight cost-saving tips and essentials only Cost Saving Tips |
Stage 04Visits marketplace |
Journey Browses gear to rent or buy second-hand |
Goal Find affordable, reusable gear |
EmotionRelieved, interested |
Pain Point Wants quality but on a budget Quality vs. cost |
Opportunity Promote rent/reuse options clearly Rent & Reuse |
Stage 05Finalizes gear choices |
Journey Rents or buys selected gear |
Goal Feel ready for the trip |
EmotionConfident, satisfied |
Pain Point No major pain points at this stage |
Opportunity Reinforce positive outcome and encourage community sharing Community Share |
Insights from User Journey Mapping
Showing only essential items for specific trips keeps planning manageable and prevents the overwhelm that causes drop-off.
Moving users from uncertain and worried to confident and satisfied builds trust and encourages habitual, frequent use.
Integrating sustainable decisions into the main planning flow, not as an add-on, psychologically promotes responsible consumption.
Design Challenge
Design Philosophy
I believe that tackling real-world problems calls for design that is clear, purposeful, and guided by human-centred thinking. My approach focuses on turning complex decisions into actionable, confident steps.
With Eco Travel-Aid, I built an experience that guides users from uncertainty to confidence, making eco-friendly choices intuitive, cost-effective, and embedded in the journey rather than layered on top of it.
Proposed Solution
By fostering collaboration and providing practical tools, Eco Travel-Aid empowers travelers to minimize their environmental impact without increasing costs.
Feature 01
Suggests sustainable equipment tailored to each trip, only what you actually need, reducing impulse purchases and unnecessary waste.
Feature 02
Enables travelers to share and borrow equipment, eliminating single-use gear purchases and dramatically cutting travel costs.
Feature 03
Connects travelers heading to the same destination to share insights, experiences, and local eco-tips, reducing research burden.
Feature 04
Provides access to agency rates and sustainability rankings, helping users plan responsibly while comparing real costs side by side.
Outcomes
Prototype
Click through the live prototype below. Use the hotspots to navigate between screens.
Reflection
Faced limited data and no access to a large research pool. Used small-scale interviews and iterative reflection to dig deeper into the real problem space.
Mid-project pivot: users needed clarity and affordability tools, not just eco-information. This reframe changed the entire solution direction.
Sustainability works best when embedded in the planning flow, not presented as an extra responsibility the user must opt into separately.