TAGTHAi:
Design My Trip
Create & customise your own travel itinerary by Google’s AI based on personalised experiences to fit everyone’s interests & schedules
Project Overview
Design My Trip is a feature that allows users to customise their travel experience by selecting & organising their preferred destinations, activities, or events. The feature empowers travellers to tailor their trips to fit their interests & schedule, offering a personalised experience.
With a collaboration of Google Cloud’s AI, Design My Trip simplifies the planning process, enabling users to seamlessly add locations, experiences, & attractions to their itinerary.
Product
TAGTHAi Design My Trip (Built with Google Cloud’s AI)
Role
Product Owner
UX/UI Designer
Duration
6 months
Responsibility
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Involved in an E2E planning of discovery, research, creating business requirements & design, & translated business requirements into user flows, screens, & UX copy that maintain design & content consistency
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Collaborated with developers in product optimisation to provide the most seamless user experience
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Crossed check if the B2C application design and content corresponds with the B2B (merchant) application
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Created AI category prompts to categorise the attraction database POIs (Points of Interests) in scoping down the display of an itinerary to meet the need of customers
Development
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Developed knowledge regarding capabilities of AI that integrates with a tourism platform in creating personalised itinerary & recommendations of locations
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Learned how to manage the display of attraction database POIs (Points of Interests) with the Operation & Delivery Management team
Business Strategy & Concept Test 📍
Finding the right opportunities that corresponds to targeted customer personas, meanwhile, balance the business objectives to reach the business goals
Target customers (Business Strategy)
English speaking countries: ASEAN, India, Middle-East, Australia, & United States
Phase 1
Phase 2
Customer Journey Mapping & Concept Test
Objectives
1) To explore overall customer's perception towards TAGTHAi app, needs, and pain points
2) To test 'Design My Trip' concept and identify the most appropriate journey for customers
Research Method
Online in-depth interview
Duration
14 days, 120 min/session
Participants Criteria
5 countries of potential customers:
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Mixed of income
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Mixed of gender
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Mixed of ages
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Mixed of living countries and races
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Mixed of Single/Friends/Family Traveling
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Mixed of travelers who used to come to Thailand
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First-time visitors
Traveller's Personas
Singapore
"Thailand is a neighbouring country where I can find good quality stuff like clothes & food at a good price. Now I prefer to explore for more local places."
💵 Average HHI
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More than 75,000 USD /year ( > 2,775,000 THB)
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89% traveling to Thailand more than 4 times.
✈️ Expectation before coming to Thailand
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Natural places i.e. beaches, jungle
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Adventure activities i.e. ATV rides, Skydiving, Cycling tour
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Cultural activities/attraction i.e. Temple, Thai cooking class
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Street food
🩷 Favourite Places
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Chatuchak Market, Floating Market, Night Market
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Icon Siam, Platinum Mall, Terminal 21
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Phuket & Hua-Hin beaches
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Night life: Ekkamai club (20-35 y.o.), Yaowarat street food eating
🇹🇭 Reasons to come to Thailand
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Nearby country, takes 2-3 hours to travel
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Value for money, good quality & good price
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Lots of natural places to explore adventure activities
India
"Thailand is a value for money country that has various types of activities & places that I can go to within a budget I've set."
💵 Average HHI
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More than 19,200 USD /year (> 711,000 THB)
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75% traveling to Thailand for the 1st time.
✈️ Expectation before coming to Thailand
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Bangkok City, Pattaya City (Night life show & Market)
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Natural places i.e. beaches
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Water sport activities i.e. Snokeling, Banana boat, Jetski
🩷 Favourite Places
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Chao Phraya River Cruise
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Asiatique The Riverfront
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Massage
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Pattaya Walking Street, Koh Lan
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Zoo (Family travellers) i.e. Elephant show, Take photos with tigers
🇹🇭 Reasons to come to Thailand
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Thailand is one of the best choices that is ‘Value for money’
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‘Variety choices of activities’
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Easy to find Indian & Vegan food
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Easy VISA on arrivals process
Malaysia
"Thailand is a sharing border country which I would like to explore Thai
culture and lifestyle whether it’s similar to Malaysia."
💵 Average HHI
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More than 31,700 USD/year (> 1,170,000 THB)
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50% traveling to Thailand 2-3 times.
✈️ Expectation before coming to Thailand
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Bangkok City
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Value for money shopping places
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Street food
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Massage
🩷 Favourite Places
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Chao Phraya River Cruise
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Asiatique The Riverfront
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Massage
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Pattaya Walking Street, Koh Lan
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Zoo (Family travellers) e.g., Elephant show, Take photos with tigers
🇹🇭 Reasons to come to Thailand
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Sharing border country, feels like neighbor
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Explore Thai culture & lifestyle, found Muslim culture in Thailand around
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Hat Yai area which makes they feel like home
Russia
"Thailand is a safe country with good facilities and value for money to have a
long staycation to explore new natural & cultural places."
💵 Average HHI
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Average HHI: 30,000 USD /year (1,110,000THB)
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50% traveling to Thailand more than 10 times.
✈️ Expectation before coming to Thailand
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Safety place to have a staycation
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Good facilities for kids (family type) e.g., building, hotels, activities
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Street Food
🩷 Favourite Places
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Koh Tao, Koh Chang, Koh PP: Snorkeling, surfing
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Kanchanaburi, Phetchabul: Erawan Waterfall
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Chiang Mai: Sightseeing & food
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Cultural places: The golden mount temple, Museum
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Massage
🇹🇭 Reasons to come to Thailand
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Cheap cost of living
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Tropical weather, quite hot and humid
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Beautiful natural places i.e. beaches, mountains
Factors that travellers take into consideration while travelling
Top 3 considerations for each country before traveling abroad are ‘Price’, ‘Food’, ‘Activities & Attractions’, while ‘Safety’, ‘Scenery’, ‘Amenities’ are supporting factors for all travellers as well.
Behaviour Research: Customer Trip Research Before Travelling
✅ 91% of travellers research key details before their trip, including flights, hotels, activities, attractions, local cuisine, and transportation.
✅ 9% rely on their travel companions for planning or prefer a more spontaneous approach—exploring nearby spots via Google Maps upon arrival or seeking recommendations from local friends for an authentic experience.
✅ Most travellers preferred to use sites/apps with main reasons on easy-to-understand UI, trustworthy, offer good deals, supportive customer support, variety of choices of activities, & genuine reviews.
✅ Use various sites/apps to compare price & find the best deals
✅ Know sites/apps from ads (Google paid ads, printed ads)
Top 4 factors that attract customers to use a new travel app.
🗒️ Information & Recommendations
✅ Travellers preferred to explore local or hidden gems places
✅ Want Tips & Tutorials for self-preparation.
😊 User-Friendly
✅ Intuitive & beautiful UI
✅ Search effectiveness
✅ Fast app responding time
🏷️ Services & Prices
✅ Customer support
✅ In-app QR payment
✅ Airport transfer
✅ Photographer services
✅ No hidden charges & valuable deals offers
🎁 Rewards & Benefits
✅ 88% preferred 'cash back', 'discounts', 'upgraded privileges for flights & hotels'
✅ 72% agreed that free rewards/benefits is appealing to download a new app
✅ Free/discount vouchers for restaurants/activities
Top 4 tools that users use for trip planners
💻 Microsoft Excel,
Word, Google Sheets
🗺️ Google Maps
📝 Pen & Paper
📱 Note on the phone
✅ Most travelers still rely on fragmented tools
63% plan trips using Excel, Word, or Google Sheets, which are time-consuming and lack visual route planning.
✅ Travelers switch between Google Maps (31%), pen & paper (22%), and phone notes (16%), making it difficult to consolidate trip details in one place.
✅ Spreadsheet-based tools are good for structure and budgeting but are not designed for mapping or visualizing travel routes.
✅ Google Maps supports navigation, not collaboration
While accurate and real-time, it requires high internet usage and offers limited support for collaborative, multi-user trip planning.
✅ Offline tools trade simplicity for reliability
Pen & paper is easy and accessible offline, but lacks backup, collaboration, and long-term reliability.
✅ Mobile notes are convenient but distracting
Notes apps are portable and easy to update, yet prone to information loss, distractions, and poor content organisation.
✅ Budget visibility is a key unmet need
Despite tool limitations, travellers consistently value having a rough total budget estimate for their trip.
✅ Core pain point: no single source of truth
Current planning methods force users to manage multiple tools, tabs, and formats, increasing cognitive load and planning effort.
Concept Testing & Summary of Key Insights
Evaluating UX/UI concepts through user feedback and testing to refine design decisions. This section showcases methodologies, insights, and improvements made to enhance usability and user experience.
🧭 Navigation & Task Completion
"Design My Trip"
91% understood it correctly, but 7% thought it was just for saving favorite places.
Successful Navigation
66% correctly interpreted the main menu features, and 78% understood the homepage banner.
Trip Planning
50% of users were unsure how to start trip planning, expecting clearer access to travel recommendations, city passes, flights, and hotels
Accurate Preferences
50% were unsatisfied with the generated trip result, some attractions in the itinerary didn't match the interests selected when creating the trip
🧾 Purchase Intent for TAGTHAi City Pass
Interest
72% of users were interested in purchasing the City Pass.
Purchase Decision Factors
50% found it a valuable package.
22% need to compare prices before deciding.
19% preferred exploring places independently or wanted separated tickets
💄 UI Understanding & Feature Clarity
SOS Button
49% of users were confused; they mistook it for customer support. The label "SOS" was too small and unclear.
Banners
19% were confused, believing the "Pass" was only for public transport. Some had no idea what it was.
Menu Items
34% struggled with VAT Refund and were unsure of the Pass’s offerings but could still guess its function.
City Pass Concept
28% misunderstood it as a guided tour, hop-on-hop-off pass, or transport pass.
🗝️ Other Key Insights
More than 65% of users understand the main features of Design My Trip accurately, such as create trip/itinerary, select preferences/interests to the trip, add places to the itinerary, add places as favourites.
Almost 80% of users knew how to see locations of each attraction in the map menu provided, and understood how to follow each attractions in the trip.
90% of users can complete purchase from Design My Trip feature.
Design My Trip User Feedback (CSAT & NPS Scores)
👍🏻 Positive Aspects
Most travellers liked the "Design My Trip" feature for its customisation options & recommended locations.
🔜 Area for Improvements
Intuitive navigation (e.g., “Add a Place” & “More”), clearer wording, the ability to invite friends, additional local locations, note-taking, and QR code payment integration.
💙 Trust, Recommendations, & Expectations
Users preferred experiencing the real production version, evaluating its trustworthiness, standout features (such as local recommendations, vouchers, discounts), & ease of use.
🎨 Aesthetics
UI was found attractive, yet users were confused between 'Recommendations' and 'Highlight Content' sections
System Enhancement &
User Flow Examples 🎯
A showcase of design and system solutions, along with intuitive user flows, mapping seamless interactions that enhance usability and guide users toward their goals effortlessly.
Coming up with AI prompts categories: enhancing itinerary results with more accurate POIs
One of the user verbatim regarding Design My Trip concept testing is that the result of itinerary generated from the existing AI prompts does not match with the interests/trip preferences that users select before trip creation.
The team has gathered TAGTHAi's attraction database called 'Points of Interests (POIs)' which are tourist destinations, activities, restaurants, or events that are TAGTHAi merchants and partners, then categorise these POIs as 'Interest AI prompts' in order to enhance the itinerary result to be the most accurate according to user preference selection at the Interests menu.
The cities include: Ayutthaya, Bangkok, Chiang Mai, Pattaya, and Phuket
Here, we tried to identify and clarify each interest meaning to ensure that it will suit user interests and needs during their search and browsing behaviour. Some initial interests that are repetitive, we mapped them together to help simplify user experiences.
Examples of Interest Enhancement
Award-Winning Cuisines
✅ Recommended by trusted sources
(e.g., Michelin Guide, Grab Thumps Up, etc.)
Animal Lover
✅ Zoos, aquariums, elephants sanctuary, etc.
Extreme Sports
✅ Bungee Jump, parachute, boxing, etc.
User Flow Examples
Create Trip Flow
This flow aims to let users create their own personalised itinerary by selecting options interests or travel preferences. The Google Cloud AI’s will map the token & information of travel destinations & events from TAGTHAi database, and generate a travel plan to users based on selected interests at the first stage.
Payment Flow
This flow helps navigate users to finish their purchase of a travel pass or e-ticket from the AI-suggested itinerary. Users can add details of other travellers who they travel together for booking/purchase confirmation, and after the purchase, they can send the tickets to their friends or family to prepare for the travel.
Planning Trip Flow
This flow aims to let users change their place of preferences created by a Google’s AI. After the itinerary is created, users can drag and switch the attractions/restaurants/events from the day suggested in the plan to another day they prefer. This allows them to have flexibility of planning the trip by themselves according their convenience.
