Personalized trip planning application
TripCraft
Duration
7 weeks
ROLE
UX Designer
EXPERTISE
User Research
UX Design
Prototyping
Usability Testing
User Interface
Team
Just me :)
Overview
Nuvioo is a B2B SaaS platform designed to help small businesses transition from manual operations to efficient digital workflows. The goal was to build a user-friendly CRM system that simplifies customer management, sales tracking, scheduling, and team coordination—all in one adaptable, approachable, and affordable platform.
Unlike traditional enterprise CRMs that are complex and expensive, Nuvioo focuses on clarity and usability, making digital adoption seamless for business owners new to tech-driven tools.
Problem
Small to mid-sized businesses often struggle to find a CRM that truly fits their needs. Enterprise systems are powerful but overwhelming, while lightweight tools often lack the depth to support real operations.
For many business owners, this results in:
Steep learning curves and confusing interfaces.
Disjointed workflows spread across multiple platforms.
Limited visibility into customer data, leading to slower decisions and missed opportunities.
These challenges create friction in day-to-day management and make it harder for teams to stay organized and aligned.
Solution
The vision for Nuvioo CRM was to empower small business owners to manage the entire customer lifecycle—from first interaction to final payment—in one unified platform.
The design strategy focused on simplifying complex systems while preserving functionality, guided by these key objectives:
Centralize customer data into a single source of truth for actionable insights.
Reduce cognitive load through clean layouts, clear hierarchy, and intuitive interactions.
Streamline daily operations—making scheduling, follow-ups, and payments faster and easier.
Unify workflows and collaboration by combining contact management, scheduling, and communication tracking in one place.
Design for scalability so the system grows with the business without overwhelming the user.
By focusing on clarity and flow, the CRM delivers enterprise-level power through a simple, approachable design—helping small businesses stay organized, connected, and in control.
About company
The client is an early-stage SaaS startup with a mission to empower small business owners through digital transformation. Their focus is on building an integrated suite of tools that simplifies daily operations, customer management, and staff coordination. At the time of this project, the company was in its growth phase, preparing to launch its first CRM product as part of this broader ecosystem.
My role & responsibilites
As the Lead UX Designer, I was responsible for the end-to-end design of features and systems within the CRM. I collaborated closely with leadership, product management, development, and QA teams to conceptualize, refine, and deliver solutions.
Market Research
Our research focused on understanding the needs and challenges of small to mid-sized business owners transitioning from manual processes to digital tools. Many of these users were first-time CRM adopters with limited technical expertise. To ground the design in a real-world context, we conducted a mix of secondary research and internal stakeholder discussions
Key Insights
Limited digital adoption: Many owners still relied on spreadsheets, notebooks, or disconnected apps to manage customer data and schedules.
Overwhelmed by complexity: Existing CRM solutions felt bloated, with too many features that didn’t map to their immediate needs.
Desire for efficiency: Users wanted a single place to manage customers, appointments, and sales without juggling multiple platforms.
Budget-conscious: Cost was a major factor—businesses wanted professional-grade tools without enterprise-level pricing.
Need for clarity: Owners and staff needed clear visibility into customer interactions to reduce errors and miscommunication.
Persona
Findings
Target Audience
People who like to travel among the age group 18 to 35 years and like to use an app/website to plan an itinerary for their trip.
Objective
To plan a personalized trip with ease.
To provide a tailored itinerary that is editable based on budget, proximity, preferences, etc.
To provide in-app suggestions with enough information to make decisions.
To access offline maps, collaborate with their friends/group easily through the app.
To access guides and share traveling experiences in a blog format.
User Goals
The participants stated that they plan their trips to achieve specific goals such as organized trips, security, cheaper deals, being informed, not missing out on specific activities, and comfort.
User Expectation
Participants mentioned the best feature of the travel apps they are currently using - cheap deals, discount information, ratings, flight options, and real-time location on map.
User Pain Points
Frustrations while using other travel apps - apps being not user-friendly, unsatisfactory search results, multiple apps for different things as there are no singular apps for everything, misleading information, no offline maps, and having to collaborate manually through calls with the group to discuss the itinerary.
Design
After completing the user research phase, I transitioned seamlessly into the development of the app. Drawing insights from both user research and competitive analysis, I outlined the following key features:
Information Architecture
With a clear understanding of user needs and market demands, I moved on to brainstorming the information architecture. This step was crucial in structuring the app's content and navigation, ensuring a seamless and intuitive user experience. The figure below also showcases the scenarios of how a user can start their itinerary planning at this stage of the process.
Style Guide
For this study, I choose the apps that are providing services close to what I am proposing. I did a detailed analysis of the apps - TripIt, Tripadvisor, and Wanderlog.
Solution
The resulting AI-powered scheduling app offers a seamless user experience, allowing individuals and businesses to effortlessly manage their schedules.
Wireframe
Itinerary creation process
Users can pick a destination, if they have already decided or they can let the app suggest them. The users will have to fill out questionnaires focusing based on what they want to do on this trip, what they enjoy, what activities gives them joy, and the app will provide a list of destinations for them. Further on, the app will provide them an itinerary customized to their preferences, unique to them. If the user wants to edit the itinerary, they can. The application will provide suggestions for the same.
Itinerary creation process
Users can pick a destination, if they have already decided or they can let the app suggest them. The users will have to fill out questionnaires focusing based on what they want to do on this trip, what they enjoy, what activities gives them joy, and the app will provide a list of destinations for them. Further on, the app will provide them an itinerary customized to their preferences, unique to them. If the user wants to edit the itinerary, they can. The application will provide suggestions for the same.
Itinerary pages
The itinerary can be view with information categorized based on the needs. The itinerary page shows the step-by-step travel plan for the trip, with transportation, lodging, activities, and sight-seeing destinations. While the summary page shows the same through grouping the information for a overview. The budget page shows the detailed expenses chart.
Itinerary pages
The homepage of the app features a dashboard that provides quick access to all of the user's itineraries, as well as a feature for saving activities and events. It lets users to access the guides made by community, also an opportunity to create their own guides and blogs to share with the community. The guide page offers users immense resources with ratings for them to explore. The app allows users to choose an alternative option if they are not satisfied with a suggestion, and provides a list of suitable alternatives with information such as ratings and costs. Users are then redirected to the relevant website to make a booking.
Testing
Five second rule test
Participants - 2
Testing medium - Conducted in-person with the use of a timer then asking questions and noting responses.
Screens tested - Homepage, Itinerary, and Summary
Data recorded - Response to post-test questionnaire
Post test inquiry focuses on what exactly catches the user's attention in those five seconds, can users figure out the purpose of the screen, and what is their first impression visually.
Usability testing
Participants - 5
Testing medium - Online through Zoom
Data recorded - User comments, task success, and response to post-test questionnaire.
Test procedure - I shared the tasks with the participants and timed each task. Three scenarios and 10 tasks were employed for this test. Post-test questionnaire was conducted to gather experiential data about the design, user flow, and usability of the app.
Conclusion
Here, the outcomes and achievements of the project are highlighted, including user feedback, adoption rates, and industry recognition.
Conclusion
While many users appreciated the app's ready-made itinerary feature, it became clear that some users prefer to create their itineraries from scratch. To accommodate these preferences, the app will introduce a manual itinerary creation feature that allows users to bypass the form-based questionnaire.
To improve navigation, the navigation bar will highlight the icons of the current page to reduce confusion. Additionally, the app's questionnaire will be made more interactive and engaging, encouraging users to provide more detailed preferences.
To enhance the usability of the itinerary and summary pages, sections will be designed to be collapsible, minimizing the amount of scrolling needed. The horizontal navigation bar will also be more prominently displayed to indicate that additional information is available.
A floating button will be added to the itinerary page to make it easier to edit or add new sections.
Lastly, to improve readability on the homepage, unnecessary information will be removed, and the font hierarchy will be adjusted for better clarity.
Learnings
I gained a good knowledge and experience of how to work on mobile application. I received an understanding of how to conduct competitive analysis and how to derive findings from survey results and to turn them into a list of features to include. Overall, I gained mastery on how to design an mobile app from concept to the end product.