The Problem
"When traveling internationally, how do I know the best way to get around?"
Every region has different transportation options—taxis, ride-shares, trains, buses, ferries, private drivers. But as a traveler, you're left guessing.
Searching online leads to outdated blog posts, misleading ads, and sometimes outright scams. There's no single source of truth that tells you: "Here's what's actually available around you, and here's what locals recommend."
Research
I interviewed 8 frequent international travelers to understand their pain points, behaviors, and workarounds when navigating transportation in unfamiliar places.
Key insights
Themes from interviews clustered around fragmented information, low trust, and decision fatigue—especially right after arrival.
Four insights that drove the product direction.
Local Behavior = Trust
Travelers trust local behavior patterns over commercial recommendations. "What do locals use?" was the most common question. If an app could surface aggregate local behavior, it would instantly build credibility.
Speed Over Savings
When tired or stressed, decision speed trumps cost savings. Participants would pay more for certainty. The value isn't just finding the cheapest option—it's eliminating the anxiety of choosing wrong.
Explanation Builds Confidence
Users don't just want to know what to do—they want to know why. Reasoning creates confidence. "Take the train because it's 30% cheaper and twice as reliable at this hour" is more compelling than "Take the train."
Arrival is the Critical Moment
The airport-to-destination journey is the highest-stress, highest-stakes transportation decision. This is when travelers are most tired, most overwhelmed, and most vulnerable to scams. Win this moment, win the user.
Who We're Designing For
Three distinct traveler archetypes emerged from research—each with different priorities, pain points, and decision-making patterns when choosing transportation.
The Efficiency Seeker
"I just need to get there fast and reliably."
Demographics
Behaviors
- Books transportation before landing
- Prefers apps with saved payment methods
- Values punctuality over cost savings
Frustrations
- Wasted time comparing options
- Unreliable ETAs that make them late
- Having to download new apps per country
Needs from Point B
- One-tap booking with saved preferences
- Accurate, real-time arrival estimates
- Clear "fastest option" recommendation
"I don't care if the taxi costs $20 more than the bus. I care that I make my 9am meeting. Just tell me the most reliable way to get there."
The Budget Explorer
"I want the local experience, not the tourist price."
Demographics
Behaviors
- Researches extensively on Reddit/forums
- Asks locals and hostel staff for tips
- Willing to take longer routes to save money
Frustrations
- Tourist prices vs. local prices
- Outdated blog posts with wrong info
- Feeling like a target for scams
Needs from Point B
- Show what locals actually use
- Price transparency with no surprises
- Budget-first sorting option
"I took a $40 taxi from the airport in Bali before learning there's a $2 bus that all the locals use. That $38 could have been two nights at my hostel."
The Cautious Planner
"I need to know it's safe before I commit."
Demographics
Behaviors
- Plans transportation weeks in advance
- Reads reviews extensively before booking
- Prefers pre-arranged airport transfers
Frustrations
- Uncertainty about vehicle safety standards
- Not knowing if car seats are available
- Aggressive drivers at airports
Needs from Point B
- Safety ratings and verification badges
- Family-friendly filters (car seats, space)
- Photos of actual vehicles
"When I'm traveling with my kids, I'm not taking any chances. I need to see reviews, safety ratings, and know exactly who's picking us up before I book anything."
At a glance
The three archetypes stress different tradeoffs—speed, price, and safety. This summary kept feature priorities aligned.
How each persona’s priorities map to product emphasis.
Ideation
With research insights in hand, I explored multiple solution directions through structured ideation exercises before converging on the final concept.
Mapping user needs to potential product value.
How Might We
I reframed insights as opportunity questions to guide brainstorming.
Trust & speed
Local knowledge & AI
Concept Exploration
I sketched multiple directions before selecting the final approach. Each concept was evaluated against user needs and technical feasibility.
Concept A: Social Forum
Community-driven Q&A where travelers ask and locals answer.
✗ Too slow for real-time decisions. Relies on community growth.
Concept B: Aggregator Only
Simple list of all transport options with links to book externally.
✗ Doesn't reduce cognitive load. No guidance = same problem.
Concept C: AI-Ranked + Explained
AI analyzes all options, ranks them, and explains the reasoning.
✓ Fast decisions + transparency builds trust. Works globally.
MVP focus
High-impact, low-integration features first; booking and deep integrations deferred.
- AI rankings + “why this option” copy
- Location-aware results and price visibility
- Local favorite and safety signals
- In-app booking, live ETAs, full localization
The Solution
Point B uses AI to analyze every transportation option in your area—then ranks them by reliability, safety, cost, and local preference. Here's how it all comes together.
Information Architecture
I structured the app around three core concepts: Search (where are you going?), Discover (what are your options?), and Decide (which one is best for you?).
flowchart TD
A[🎯 Point B] --> B[🔍 Search]
A --> C[📋 Results]
A --> D[📄 Detail]
A --> E[👤 Profile]
B --> B1[Destination Input]
B --> B2[Map View]
B --> B3[Recent Searches]
C --> C1[Ranked List]
C --> C2[Filter/Sort]
C --> C3[AI Badges]
D --> D1[Stats Overview]
D --> D2[AI Insight]
D --> D3[Reviews]
D --> D4[Book/Navigate]
E --> E1[Trip History]
E --> E2[Preferences]
E --> E3[Saved Places]
Core Features
Each feature was designed to address a specific user pain point identified in research.
AI-Powered Rankings
Machine learning analyzes multiple data sources—transit APIs, user reviews, local behavior patterns, real-time conditions—to rank options by a composite score.
Explain "Why"
Every recommendation includes a human-readable explanation. "Recommended because it's 40% faster than alternatives at this hour, with 98% on-time rate."
Local Favorite Badge
Options used primarily by locals (vs. tourists) are flagged with a "Local Favorite" badge, based on usage pattern analysis.
Safety Verification
Options are vetted against safety databases. Verified operators display a trust badge with inspection history and driver background checks.
Design Decisions
Key decisions that shaped the final product.
Visual System
Navy and orange for trust plus energy; Inter throughout; icon-forward patterns for multilingual use.
The Experience
Five screens that take travelers from wondering to moving—with confidence.
Welcome
A simple onboarding that immediately communicates the app's value: smart, global transportation guidance. Location permission is requested upfront to enable personalized results.
Search
A friendly, map-centric interface invites users to enter their destination. The live location tag and detailed map create an immersive, context-aware experience.
Ranked Results
AI-powered rankings show the best options first. Filter chips let users toggle between priorities, while numbered rankings and detailed stats build immediate confidence.
JR Yamanote Line
Train · Tokyo Metro
Transport Detail
A deep dive into the selected option with key stats at a glance. The AI insight explains exactly why this option is recommended—building user trust through transparency.
Preview Directions
Step-by-step route preview before departure. Users review every leg of the journey and start navigation or share the trip with one tap.
Design Decisions
Point B is designed to feel trustworthy, fast, and universally accessible.
AI Transparency
Every recommendation includes an explanation. Users don't just see "what"—they understand "why."
Universal Design
Clean iconography and minimal text means the app works across language barriers.
Trust Through Data
Ratings, reliability stats, and local insights build confidence in unfamiliar territory.
Speed First
Travelers are often in a hurry. The UI prioritizes quick decisions over endless options.