User Personas

Travel reimagined

The way people travel today is different and the way they choose property has also changed. Instead of hard selling property give them the reason to go to a certain destination.  Travel is about inspiration, aspiration, and expectation.


  • Art Direction, design
  • Collaboration with the research, content, development team
  • Workshop materials support 
  • Use cases workshop for each persona

Quant + Qual = 5 Personas

Anticipation-full &         friction-less

Personas were created with real data and then extensively reviewed by panels of cognitive scientists—all so you can build with the utmost confidence while using them. We’re committed to evolving our personas as the data evolves, so our personas will always be highly relevant tools that you can use to advance your designs.


Desktop HD


A spinning motivation wheel was designed to give designers, stakeholders, and developers a quick overview how motivation is different for each persona. Each type was supported by a quote so people could easily grasp differences.


Location. Location. Location.

Choose a shape. Commit.

Location of the vacation rental and the primary home influences a lot of VR habits and attitudes. This means that location and the distance determining whether the owner will hire a housekeeper or commute to the VR themselves.

Contrast is important not only for colors to pass AA, a contrast of shapes makes it easier to recognize what is a button, what is not a button. Move away from ambiguous stuff, make your customer's way to the perfect vacation place, destination perfectly clear. For this project I moved away from semi-round corners, I commit to round shaped buttons and square everything else.



What date is today?

Numbers show how many people are within each bucket and the value they bring to the business, it also shows the most critical problems to fix to help people enjoy the experience. And very often numbers show that the smallest group of people brings the biggest part of revenue. It also shows average age to address the accessibility standards and potential issues.

Every time I looked up the calendar I wondered, what date is today? that same question is raised in a traveler's head. Let's help them find themselves in the today moment to plan for the future.

Top level Persona insight


Searching vs. Finding

An emotional journey is a visualization that maps and illustrates a user’s emotional experience through the experience of interacting with an organization, product or brand. User emotional journey shows delightful moments, pain points, and frustrations at the given part of the experience - login, search results, booking...

What language is used gives the right or the wrong notion around what is about to happen. Is it continuous action or an amazing find? 


Persona insights


When designing it's very important to have a portioned and digestible info handy for a designer to take into account all the nuances customer goes through based on the experience, preferences, and goals.

Instead of making a traveller read reviews we can just pick the keyword and quantitative summary of it, so in this case a traveler does not have to read hundreds of reviews, it's just that "67% of people say that it's really close to downtown", or "78% of people said wifi was slow". And you can scroll through all reviews without leaving this page. Additionally, reviews have framework: What was good, what could be better, and additional notes. So the traveler does not stare at the blank review and wonders what makes a good review.