MasraSaudi Tourism Journey Planner App
A 5-day design sprint to build a Saudi tourism app that combines AI-driven destination recommendations, itinerary planning, community posts, and an interactive map — all in one place.
- Platform
- App Design
- Type
- Design Sprint
- My role
- Product Designer
- Industry
- Travel Tourism
The Problem
Travelers in Saudi Arabia rely on scattered sources to research destinations, find local events, and plan itineraries. Existing apps like SaudiGUIDE and VisitSaudi were benchmarked and found lacking in personalization and cultural depth — leaving users without a reliable, tailored planning tool.
Design Approach
Research included user interviews and surveys to identify two core user types: spontaneous young travelers and schedule-driven professionals. The design addressed both through a personalized home feed, an AI chatbot (Suhail) for real-time recommendations, an interactive Saudi map for route planning, and a community post feature. The system was built around the Dubai font and a purple-black palette to reflect a local identity.
Outcome
Usability testing highlighted strong engagement with the AI chatbot and cultural content. Key findings: users preferred simple navigation over feature-heavy menus, demanded transparency in how AI uses their data, and responded well to authentic local experiences over generic tourist content.
Visual Showcase
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