Peace of mind for your travel plans.

Lead Designer

Disclaimer – The branding and the application presented here have been reworked for this case study.


I was approached to work with an early stage startup in the travel industry. The challenge was interesting: improving the user experience around mobile in this industry. I also saw this opportunity as a learning experience into the early time of a startup (pitching, raising a seed round,…)

Pitch deck used to help raise our seed round
Left: San Francisco / Right: Our startup accelerator


Getting to know how the industry you are working with work is an important part to deliver a good experience. Our approach of the problem was different from the existing booking experience. To get different we needed to know the industry, its bias, and the constraints leading to the status quo.

Sketches made during my research phase (competitor analysis, topic research, ...)


After discussing with a few people, we decided to create personas to get everyone in the startup on the same level of knowledge. We tested our flows against the different personas as well as during some user testing sessions to make sure we were solving the problem the right way..

Understanding how the core part of the app need to interact
Some of the personas we created


The challenge with mobile in the travel industry is the size of the screen vs. the amount of information the user needs to make a decision. We took a minimalism approach with a simple layout focusing on a good information architecture.

Visual design of Hubskip


The product was never shipped and the startup got discontinued. Looking back at it, the project was ambitious and our approach was not lean enough to make it through at an early stage. A better process and framework would have helped us start simple before scaling into our final objective.


Brag about your victory;
Boss your friends for their loss!

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Improve the design workflow by bringing
real data in our tools!

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