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Searching online leads to outdated blog posts, misleading ads, and sometimes outright scams.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.
Observations → Insights
After synthesizing interview data, I identified patterns and transformed raw observations into actionable insights. Below are direct quotes from participants, organized by theme.
Where travelers currently look
What creates uncertainty
What makes choices hard
I grouped observations into thematic clusters to identify core problem areas.
From 36 observations across 8 interviews, I distilled 6 core insights that would drive design decisions.
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.
Context Changes Everything
Same route, different context = different best option. Time of day, day of week, weather, luggage, group size—all affect the ideal choice. Static recommendations fail because they ignore dynamic context.
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.
One App for All Places
Travelers are exhausted by app fragmentation—Grab in Asia, Careem in Middle East, Bolt in Europe. They want a single interface that works everywhere, adapting to local options without requiring new downloads or learning curves.
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
- Often travels alone with carry-on only
- Checks email during rides
Frustrations
- Wasted time comparing options
- Unreliable ETAs that make them late
- Having to download new apps per country
- Drivers who take "scenic routes"
- Payment friction in foreign currencies
Needs from Point B
- One-tap booking with saved preferences
- Accurate, real-time arrival estimates
- Clear "fastest option" recommendation
- Receipt generation for expenses
- Reliability ratings front and center
"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
- Enjoys "figuring it out" as part of travel
- Shares tips with other travelers
Frustrations
- Tourist prices vs. local prices
- Outdated blog posts with wrong info
- Feeling like a target for scams
- Language barriers at bus stations
- Hidden fees revealed after booking
Needs from Point B
- Show what locals actually use
- Price transparency with no surprises
- Budget-first sorting option
- Offline access for areas without data
- Community tips and recent experiences
"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
- Travels with children and/or elderly parents
- Values comfort and air conditioning
Frustrations
- Uncertainty about vehicle safety standards
- Not knowing if car seats are available
- Aggressive drivers at airports
- Stories of tourists getting robbed
- Spouse/family anxiety about choices
Needs from Point B
- Safety ratings and verification badges
- Family-friendly filters (car seats, space)
- Photos of actual vehicles
- Driver background check indicators
- Ability to share trip details with family
"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."
Journey Mapping by Archetype
Each archetype experiences the transportation decision journey differently. I mapped all three to identify where their pain points diverge and where Point B can provide the most value.
Comparing the three journeys revealed where Point B can create the most impact.
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 & Credibility
Decision Speed
Local Knowledge
AI & Transparency
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.
Feature Prioritization
Using an impact vs. effort matrix, I prioritized features for the MVP.
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.
Price Transparency
All-in pricing with no hidden fees. Shows price range, typical fare, and flags when prices are higher than normal (surge, peak, tourist area).
One-Tap Decisions
For returning users, the app surfaces the best option for frequent routes immediately. One tap to confirm and start navigation.
User Flows
I mapped out three core user journeys to ensure intuitive navigation through the app.
First-Time Search
New user searches for transportation to their destination.
Deep Dive
Cautious user wants more details before committing.
Quick Action
Returning user takes a familiar route.
Design Decisions
Key decisions that shaped the final product.
Visual System
A cohesive design system ensures consistency and establishes the app's trustworthy, travel-forward personality.
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.