An end-to-end personal project: persona, wireframes, and a full travel platform combining flights and lodging into a single purchase experience, built for travelers who already know where they're going and for those who just know they want to travel.
The travel booking market is saturated: dozens of platforms promise the same thing, with similar search flows and little differentiation. The challenge I set for myself was figuring out how to stand out in that landscape, creating an experience that's simple for people who already know exactly what they want, while still being useful for those who just know they want to travel but have no destination in mind.
FlexFare grew out of that question: a platform combining flights and lodging into a single package, with a section dedicated to inspiring people who are still deciding where to go.
Before designing any screen, I defined a persona to guide product decisions, structured into four blocks: destinations of interest, motivations, goals, and search behaviors. That helped validate, for example, the need for a journey tailored to travelers looking for family experiences, with accommodation and budget filters built for that profile.
Before any visual decision, I structured the journey's main screens in low fidelity: home, search, results, experience detail, and checkout. This let me test the flow's logic without the distraction of color and style.
I built an identity around the FlexFare name — orange as the action and highlight color, navy blue as the base and trust color, clean and legible typography — and applied that language on top of the already-validated wireframes.
The homepage offers two entry points: search directly for an already-decided destination, or explore the "Travel Inspiration" section with destination suggestions by price range — solving the problem for people who don't yet know where they want to go.
The purchase flow brings together contact details, passenger info, and payment on a single page, with the order summary always visible. On confirmation, the user gets a shareable visual trip card ready to post on social media.
Three decisions carried most of the design effort in tackling the original problem.
Instead of forcing the user to enter a destination, I created a discovery section by price range and experience type — directly answering the question of "what to do when the user doesn't know where they want to go."
Flight and lodging always appear as a combined package, with a single checkout flow, avoiding the friction of booking each part of the trip separately.
The detailed search prioritizes filters like number of rooms, accommodation type, and distance from the center, built for the family-traveler profile defined in the persona.
The final confirmation screen generates a visual trip card, built to be shared on social media — turning the purchase confirmation into a branded moment.
Search results, with filters for budget, accommodation type, rating, and distance from the center.
A look at the journey's main screens, from discovery to purchase confirmation.
Travel Inspiration: suggested destinations by price range, for people who haven't decided where to go yet.
Experience detail: lodging, location, and tourist attractions at the destination.
As a self-directed project, the result here isn't a business metric, but the full flow itself: from persona research to wireframe, all the way to a handoff-ready UI covering the entire purchase journey end to end.
It was also an exercise in solving a specific UX problem — the user's indecision about the destination — with a product solution, not just a pretty screen.