Group Travel Made Easy

User Interface and Branding Identity

Part of Microsoft Start-ups and Founders Institute 2024 .

My Role

Solo User Interface and Branding Designer


Information Architecture
Interaction Design 
Design Systems

Visual Identity

Timeline

4 months

Project overview

Mobile app interface displaying travel app for Tokyo, Japan with city images, travel tips, and hotel offers.

I had the exciting opportunity to work with Fly and Share team, a UK-based platform that’s changing how people plan group holidays. As part of their transition to a new name, Tabby, I took on the challenge of completely redesigning their visual identity. Alongside that, I improved the app’s user interface to make it more cohesive with the new brand and to create a smoother, more enjoyable experience for users.

A smartphone displaying a travel planning app with icons for flights, hotels, and activities, set against a purple background with the text 'tabby Travel made easy'.

About the platform

“Effortless bookings, split payments, and shared adventures.” Tabby is revolutionizing the holiday booking process, making it easier, more convenient, and inclusive for everyone.

In addition to integrating a seamless group payment system, the platform brings transportation, hotel deals, dining options, and local activities together in a single app. This makes sharing plans with friends and groups effortless.

At its core, Tabby values convenience, leveraging technology and AI to enhance one of life’s greatest joys: travel and shared experiences with loved ones.

My Process

Magnifying glass with a gear icon inside, connected to three small circles, symbolizing analysis or data exploration.

Brand discovery and Analysis

  • Discovery Workshops

  • User & Competitive Research

  • Brand positioning

Illustration of four blue sitting bars and a blue pie chart with divided segments.

Concepting

  • Defining the creative direction

  • Client feedback cycles

  • Improving the Interface

Illustration of a smartphone with a bar chart and an additional vertical bar graph beside it, all in blue and black outline style.

Outcome

  • Design system

  • Final high fidelity designs

  • Branding Identity

Discovery and Analysis

Two women in a business meeting discussing charts and data; one standing, holding papers; the other seated at a desk with a laptop, looking at her.

The process began with a series of collaborative discovery workshops. These sessions were essential for gaining a deep understanding of the client’s vision, business objectives, and the overall direction for the brand.

Colorful sticky notes arranged on a dot grid background, with words such as Joy, Sharing Experiences, Convenience, Energetic, Create Memories, Inclusivity, and Simplifying, each note tagged with the name Sofia Tendeiro.

The workshops involved brainstorming exercises to identify the “big picture” aspirations for the brand.

This included a brand quiz to spark conversations about the company’s mission, values, and personality.

  • Collaborative exercises like value mapping to identify Tabby’s guiding principles (e.g., convenience, inclusivity, and innovation).

  • Brand positioning analysis to pinpoint where Tabby stands in the competitive travel marketplace and how it differentiates itself.

User and competitive Research

Comparison of travel and booking websites, including Expedia, Hotels.com, Booking.com, Kayak, Klook, and others, with a target audience spectrum from casual, young, and playful to corporate, mature, and premium.

To understand the target audience's needs, preferences, and pain points, we created detailed user personas, mapped user journeys to identify key value moments, and conducted interviews to uncover insights into their motivations, such as convenience, adventure, and the need to have effective group travel payment solutions.

collage of four images: a woman with two children smiling and hugging, a man working on a laptop at a table, a woman with glasses talking on the phone, and a woman with two children walking near a mountain lake.

We conducted a comprehensive competitor analysis to identify strengths, weaknesses, and opportunities for differentiation, reviewing their features, visual identity, user experience, pricing, audience, and value propositions. This helped highlight areas where Tabby excels, such as its integrated payment system and unique group travel focus.

The Solution

Screenshot of a mobile app displaying travel information for Tokyo, Japan. The app features sections labeled Adventure, Nature, and City Life, with ratings, deal options, and hotel offers like Ocean Guest House and The Huffington. The interface has navigation icons at the bottom for Home, Trip Planner, and Profile.

Trip Planner

The concept is to enable users to seamlessly plan and book their entire trip within the app, eliminating the need for other platforms. From flights and trains to hotels and experiences, everything can be organized in one place. Users can even invite others to join their trip, making it a collaborative and streamlined travel-planning experience.

Tabby is leveraging technology and AI to enhance one of life's greatest sources of joy: travel and shared experiences with loved ones.

Mobile app screens for trip planning: the first screen titled 'Create Trip' with fields for title, subtitle, start and end dates, and options to add or invite travelers, showing a list of travelers with profile pictures and travel counts, and a 'Create Trip' button; the second screen titled 'What Next?' displaying colorful illustrations of a mountain landscape, a bowl of breakfast, a plane, and a hotel, with buttons labeled 'Home' at the bottom.

Create a Trip

In the Expense overview feature, the user can have an overall idea of the total expenditure of the trip, detailed by categories or by traveller.

Mobile app interface screens displaying expense overview with total expenditures and detail of payments made by traveler, including a list of recent transactions.

Expense overview

Visual Identity

Part of an iPhone screen displaying app icons, including Weather, Wallet, Calculator, Phone, Camera, Safari, and Messages, with a purple header showing the Tabby logo.

Energetic, innovative, and simple.

A color palette chart with primary and secondary colors, including hex codes, with explanations about their intended use in branding and design.
A presentation slide showing four versions of a logo for 'tabby', including primary, logotype, colored horizontal, and icon, with distinct color schemes and layouts.
A style guide featuring font styles and categories, including custom logo lettering, title fonts, subtitle fonts, and paragraph text, with sample text and placeholder text.
Illustration showing the same travel scene in light and dark modes. Light mode includes a purple suitcase, airplane, hotel building, bowl of food, and a person with binoculars. Dark mode features a dark purple suitcase, airplane, hotel, bowl of food, and person with binoculars.
The image features a starry night sky over a winding road with a person carrying a backpack, set against a background with promotional text about a new way of traveling, highlighting effortless bookings, split payments, shared adventures, and a purple app.
A group of four young adults on a mountain hike, smiling and enjoying each other's company, with mountains in the background.
Purple suitcase with a yellow luggage tag and a purple travel document attached, set against a lavender background with white clouds, and purple text reading 'Book your entire holiday in one place'.
A man standing on a pole on the sidewalk in front of a green building, with large windows and a curved facade, with a tall brick residential building behind. Text overlay says 'Europe is calling....' in a city street scene.
Three women sitting on a bench in a tulip field, laughing and talking on a sunny day.
Screenshot of a travel trip planning app called Tabby on a smartphone with options to create a new trip, plan flights, hotels, and activities.

Let’s collaborate!

Have a similar project in mind?

A woman in an orange dress and a man in a beige blazer sit at a table looking at a laptop. The woman leans over the man, and there are two cups, a notebook, and a plant on the table. In the background, there is a red partition and a white brick wall.
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