Valdis Barrett - UI/UX Designer

Whitelabel Mobile Travel Concierge

Roles : Conceptual Design, Strategy, UI, UX

The Challenege

Hotels, inns, and cruises receive millions of first-time travelers every year, who usually rely on the establishment's concierge service for recommendations for what to do in the city they're visiting for the first time. The answers are often the same, and maintaining these extra services puts a large financial strain on an industry that's already struggling to keep afloat.

So the question arose, how can we provide our guests with all the information they need for an exceptional stay while not overwhelming our staff? CityTicket and I set out to conceptualize, design, and solve this issue.

Low technical experience and cross-cultural/language support were major challenges that we had to overcome to ensure that the application worked well for the diverse demographics of the customer's guests.

The Solution

A straightforward application which hospitality properties could use to curate the places and events they wanted to recommend to their guests in a beautiful mobile app—visually stunning yet putting user experience first, which meant that everyone from first-time travelers to seasoned globe-trotters could find exactly what they were looking for.

Extensively user-tested with a diverse set of users, this prototype resulted in a efficient, enjoyable solution to the challenge presented. Working with Cityticket had it's tricky moments but we pulled it off to create a wonderful experience for both the customers(hospitality properties such as hotels, inns, cruises, etc) and their traveler guests.


The project started after extensive research, interviews and discovery was conducted. Once that was completed, I turned the pages of ideas and concepts into something that would enable us to start understanding exactly what the scope of our solution would be.

While the wireframes were rather rough to look at, it was a vital stage in the project that enabled us to decide which features to keep, and which ones we would cut for the sake of simplicity, and ease of use. These wireframes also enabled us to start some preliminary testing with target users.

Low Fidelity

Once we were at a solid place with the wireframes, we then proceeded to move onto low-fidelity mockups, which would really bring the app to life and give us a result that felt very close to the production version of the application.

As the entire focus of this project was to build something that was human-first, we tested these wireframes with real users quite extensively, using tools such as InVision. All necessary details where included here, but excluding anything that might distract the test users from providing us with valuable, UX-centric feedback.

High Fidelity

After extensive testing, all our assumptions were either confirmed or disproved and tweaked with real live data and we then moved onto the production-ready mockup stage. Since this app wasn't property specific, we did our best to ensure the design felt generic and not focused on a single brand while still looking fresh and exciting to use. Bold colours and gradients really made the cards and interface pop out.

The lack of a logo meant that the app could be promoted by any of the properties under their own brand, and keep the user focused on them rather than the CityTicket brand. White label without it having to be boring white.

Wrapping Up & Final Thoughts

My involvement in this project came to a finish once the app screens, which ended up being around 40 production ready mockups, were handed off to the developers with the aid of a tool such as (or now InVision Inspect), making it really easy for the devs to grab whatever specs they needed.

Transitions and basic animations were mocked up, and spec-ed out to ensure the application not only looked beautiful but felt smooth to work with. This great team effort resulted in a super functional app that was thoroughly tested, and ready to revolutionise the commercial real estate investment market.

Using Format