TAGTHAi:
Design My Trip
Create & customise your own travel itinerary by Google’s AI based on personalised experiences to fit everyone’s interests & schedules
Product
Role
Project Overview
Responsibility
Development
Tools
Team Members
(4 members)
Duration
TAGTHAi Design My Trip (Built with Google Cloud’s AI)
UX/UI Designer
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.
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Translated business requirements into user flows & screens 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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Came up with UX copy & design that provide digital solutions to users to complete their tasks as fast & convenient as possible
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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
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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 and Delivery Management team
Figma
UX/UI Designers (2)
Business Analysts (1)
Business Units (1)
5 months
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, and United States
Phase 1
Southeast Asia
Malaysia (11%)
Singapore (3%)
Laos
Vietnam
Cambodia
Indonesia
Philippines
Middle Asia
India (5%)
Saudi Arabia (2%)
Israel
UAE.
Europe
Russis (4%)
UK (2%)
Germany
France
Others
USA (3%)
Australia (2%)
Phase 2
Asia
China (28%)
Japan (4%)
South Korea (5%)
Hong Kong
Taiwan (2%)
Customer Journey Mapping & Concept Test
Objectives
Participants criteria
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
In-depth interview
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
Interview Duration & Time
Location
14 working days, 120 mins/session
Online meeting
Screenerts to recruit respondents
Traveller's Personas
"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."
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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.
💵 Average HHI
🩷 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
✈️ 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
🇹🇭 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
"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.
🩷 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
✈️ 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
🇹🇭 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
"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.
🩷 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
✈️ 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
🇹🇭 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
"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.
🩷 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
✈️ 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) i.e. building, hotels, activities
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Street Food
🇹🇭 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. Meanwhile, the remaining 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 travelers preferred to use mentioned sites/apps with main reasons on ‘Easy to understand UI’, ‘Trustworthy: reputable brands for specific category’, ‘Offer good deals’, ‘Supportive CS’, ‘Variety choices of attractions & activities’, ‘Genuine rating & reviews’
Travelers use various sites/apps to ‘compare price’ & to ‘find the best deal’.
They mostly know the sites/apps from Ads (Google Paid Ads, Print ads, Outdoor ads), WOM, popularity in country.
Top 4 factors that attract customers to use a new travel app.
🗒️ Information & Recommendations
😊 User-Friendly
🏷️ Services & Prices
🎁 Rewards & Benefits
Travellers preferred to explore local or secret places of activities or attractions, food & beverages. Also, they want Tips & Tutorials for self-preparation.
The second priority is
‘Intuitive & beautiful UI’,
‘Search Effectiveness’.
‘Fast app responding time’
Services such as
‘Customer Support’ and
‘Scan QR Code’ payment are mostly mentioned for in-app services
‘Airport transfer’ and
‘Photographer’ services are required for better traveling experiences.
Price of tickets, flights & hotels with no hidden charge & valuable deals offer.
88% of travelers prefer to
have ‘Cash back’, ‘Discount’, ‘Upgraded privilege’ for flights & hotels booking, and
‘Free/Discount Voucher’ for restaurants/café or activities entering.
72% agreed that free
rewards/benefits is appealing to them to try download a new app.
Top 4 tools that users use for trip planners
63% of travelers use Microsoft Excel, Word, Sheets to plan trips and found difficulty on putting too much time & effort on it with no visual trip routes.
31% use Google Map, 22% use Pen & Paper and 16% use Note to plan trips which cause difficulty to consolidate all information in one place.
They need to search information from many sources and switch many tabs to fill-in info. into their tools.
However, budget estimation function is somewhat important as majority of travelers needs to know a total spending roughly for the trip.
💻 Microsoft Excel,
Word, Google Sheets
Pros:
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Easy format and style travel plans.
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Easy to share to friends.
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Math function for budgeting.
Cons:
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Not ideal for mapping or visual route planning
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Require skills & efforts and time consuming to plan trips
🗺️ Google Maps
Pros:
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Mostly accurate & details maps
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Real-time traffic & traveling time updates.
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Customisable routes.
Cons:
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Needs high internet data usage.
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Unable to add various friends to help create real-time trip.
📝 Pen & Paper
Pros:
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Simplicity, don’t require any skills to plan, just jot down ideas, sketch layout, maps by one self.
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Offline, don’t need internet access
Cons:
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No digital back up to recover info.
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Not easy to collaborate with other trip members.
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Risk to lose paper.
📱 Note on the phone
Pros:
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Portability, having phone with a person all the time, easy to check & update travel plans.
Cons:
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Risk of digital information loss.
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Distraction with lots of notification, no focus.
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Needs to consolidate the information from many sources
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
Banners
49% of users were confused; they mistook it for customer support. The label "SOS" was too small and unclear.
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 customization options and recommended locations.
💙 Trust & recommendations
Before recommending the app, users preferred experiencing the real production version, evaluating its trustworthiness, standout features (especially local recommendations), and ease of use.
🔜 Area for improvements
Users suggested enhancements like more 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.
💪🏻 Feature expectations
Many users wanted more vouchers and discount codes on the homepage.
🎨 Aesthetics
The app's UI was found attractive, but users were confused by the "Travel Recommended" 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
Examples of POI Category Enhancement
Before
After
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.
