Routa Product Design

Travel planning is fragmented across search engines, booking platforms, maps, social media, messaging and payment apps. Routa was designed to bring discovery, planning, booking, and local experiences into one intelligent travel ecosystem.

I led the product design across the experience, from information architecture and user flows to high-fidelity UI, interaction design, and the design system.

I approached the project from the structure outward — first understanding the product, then defining how the different experiences should connect before moving into the visual design.

• Understand

I mapped the key experiences Routa needed to support and identified the major journeys a traveler would move through.

• Structure

I organized the product's features into a clear information architecture and defined the relationships between discovery, planning, booking and trip management.

• Explore

I explored different navigation, layout and interaction directions to determine how the product could remain intuitive while supporting a broad feature set.

• Design

I translated the chosen direction into high-fidelity interfaces, establishing a visual language and reusable component system across the product.

• Refine

I refined the core flows, hierarchy and interactions to create a more consistent and cohesive experience.

Discover → Plan → Book → Experience

The product experience was structured around the natural journey of a traveler.

I drafted a user flow to help me visualize and understand the whole concept and my approach.

One of the biggest design considerations was information hierarchy.

Routa had many things competing for the traveler's attention. Instead of presenting everything at once, I focused on creating clear entry points and prioritizing the information needed at each stage.

The discovery experience needed to do more than showcase destinations.

It needed to help users move naturally from finding something interesting → understanding it → taking action.

Design focus

• Visual hierarchy
• Destination discovery
• Experience exploration
• Clear calls to action

Instead of forcing travelers to manually build every part of a trip, Routa introduces an AI assistant that can understand natural-language travel requests and help generate itinerary suggestions.

For example: "Create a 2-day trip in Paris. I want to see the best and most adventurous places."

The experience then turns that intent into a structured itinerary that the traveler can review and edit.

I designed the AI-powerd and manual trip planning flow.

The Routa wallet gives travelers a central place to manage their travel funds and access payment-related information.

The wallet is surfaced directly within the main navigation, making it accessible without interrupting the travel experience.

The Community experience gives Routa a social layer where travelers can discover, connect, and share experiences beyond their individual itinerary.

The Rewards experience gives travelers another reason to stay within the Routa ecosystem.

I used interaction and motion to provide feedback and create continuity between different states and experiences.

The focus was on:

Navigation Transitions Feedback AI interactions Booking states Trip interactions

The project established an end-to-end product experience covering the core Routa journey from discovering destinations to planning and managing a trip.

My contribution

• UX Architecture: Structured the core product experience and user journeys.
• UI Design: Designed the high-fidelity interface across key product flows.
• Design System: Created reusable components and visual foundations.

-Interaction Design: Defined key interactions, transitions, and motion direction. -Prototyping: Connected the core flows into an interactive product experience.