El Locale

Optimizing checkout flow and validating MVP features to position the product for a conversion-ready launch.

ROLE
UI/UX Design Intern

 

SKILLS
User Research
Competitive Analysis
Design Strategy
User Flow
Unified Web + Mobile Design

TIMELINE
4 weeks

Why this matters

A long-running Harvard study on adult development, summarized by its current director Robert Waldinger, found that strong social connections are one of the most significant contributors to long-term happiness and health. (Mineo, 2017)

35%

Post-covid, we are noticing a strong resurgence of group traveling, with a 35% rise in bookings for groups of eight or more, as people increasingly seek meaningful shared experiences - whether through multigenerational vacations, food-focused trips, or outdoor adventures (Apse, 2025).

Evaluating existing tools

I conducted a heuristic analysis of popular trip planning tools to evaluate how well they balance customization, information hierarchy, and user engagement. I focused on four key heuristics:

  • Visibility of system status

  • User control freedom

  • Flexibility + efficiency of use

  • Visual design

Key Observations

TripIt and Wanderlog gate features behind early paywalls, discouraging users from completing onboarding.

Excessive customization and feature options lead to decision fatigue, slowing down the planning process.

Familiar tools like Excel and Google Sheets prove effective for trip planning leveraging existing mental models.

Understanding User Needs

I surveyed 26 participants to capture quantitative data on travel habits and the pain points of group coordination. From there, I conducted 6 in-depth interviews focused on recent or upcoming trips to understand planning behaviors, tool usage, and key friction points.

Identifying themes

Challenges accommodating preferences.

Lack of contribution/input.

Decision making tools/methods.

Traveling around budget.

Organizing the itinerary.

Traveling around budget.

How might we make it easier for everyone to communicate their preference and expectations early in the planning process?

Common roles in group planning

THE LEADER

The trip instigator, setting the vision
and kicking off the plans.

THE CONTRIBUTOR

The co-pilot brainstorming ideas,
voting, and helping shape the trip.

THE PARTICIPANT

Here for the vibes, but loves
staying in the loop.

Conclusion