Strategy • Execution
Strategy • Execution
Prototyping
App Deisgn
App Deisgn
Locale: Humanizing solo travel through
authentic local connections.
Locale: Humanizing solo travel through
authentic local connections.
Locale is a solo travel app that connects solo travelers with verified locals to co-create itineraries.
Locale helps them explore location safely and meaningfully.
Locale is a solo travel app that connects solo travelers with verified locals to co-create itineraries.
Locale helps them explore location safely and meaningfully.
Overview
Problem
Solo travelers often feel unsafe or disconnected when traveling abroad.
Solution
Locale helps them find verified locals who share their interests, creating safe and meaningful connections.
Locale helps them find verified locals who share their interests, creating safe and meaningful connections.
Role
UI/UX Designer
UI/UX Designer
Brand Designer
Brand Designer
Team
Solo project
Solo project
Responsibilities
Research
Research
Synthesis
Synthesis
IA
IA
Experience Strategy
Experience Strategy
Persona Mapping
Persona Mapping
Wireframing
Wireframing
Interaction Design
Interaction Design
Visual Storytelling
Visual Storytelling
Design System
Design System
Timeline
10 weeks
10 weeks
Problem
Problem
Solo travel, once associated with freedom, can often feel isolating and uncertain instead.
Solo travel, once associated with freedom, can often feel isolating and uncertain instead.
Did you know?
59% of travelers are choosing to venture alone, and the number keeps growing. Yet, for many, solo travel still feels lonely and disconnected.
59% of travelers are choosing to venture alone, and the number keeps growing. Yet, for many, solo travel still feels lonely and disconnected.
User Problem
Planning alone feels exhausting, and it's hard to find someone I can truly connect with.
Planning alone feels exhausting, and it's hard to find someone I can truly connect with.
Trend Context
The solo travel market is blooming but the emotional gap between travelers and locals remains.
The solo travel market is blooming but the emotional gap between travelers and locals remains.
Solution
Solution
A solo travel app that helps you plan your trip with a local friend who truly knows the city.
A solo travel app that helps you plan your trip with a local friend who truly knows the city.
Marketing video I made. Enjoy!
Painpoint 1/3
There is some anxiety when meeting a stranger during solo traveling.
There is some anxiety when meeting a stranger during solo traveling.
Solution 1/3
Solution 1/3
Trust is foundation of meaningful experiences.
Trust is foundation of meaningful experiences.
Verified Local Profile
Each local has a detailed, transparent profile with identity verification, past reviews, and trip previews. Travelers can see the local's information before connecting, making safety feel effortless.
Each local has a detailed, transparent profile with identity verification, past reviews, and trip previews. Travelers can see the local's information before connecting, making safety feel effortless.
List of Verified Locals placed in home page.
Local's profile page makes the traveler feel more secure.
Painpoint 2/3
Planning alone feels exhausting.
Planning alone feels exhausting.
Solution 2/3
Solution 2/3
Travel isn't planned alone, it's co-created.
Travel isn't planned alone, it's co-created.
Collaborate itinerary
Collaborate itinerary
Once travelers match with locals, they can collaboratively design their itinerary. Editing times, adding notes, or suggesting swaps in real-time. This turns what used to be a lonely planning process into a shared, interactive dialogue.
Once travelers match with locals, they can collaboratively design their itinerary. Editing times, adding notes, or suggesting swaps in real-time. This turns what used to be a lonely planning process into a shared, interactive dialogue.
Your local mate already sent the itinerary just for you.
Take a look at how Violet, a NYC art lover, has created an itinerary for you! Check the schedule and comments from the locals for extra explanation.
Your local mate already sent the itinerary just for you.
Take a look at how Violet, a NYC art lover, has created an itinerary for you! Check the schedule and comments from the locals for extra explanation.
Now, make it more to your style.
Now, make it more to your style.
To help the solo travelers enjoy tailored schedule, Locale provides the opportunity to edit the schedule with the local. Check the steps below.
To help the solo travelers enjoy tailored schedule, Locale provides the opportunity to edit the schedule with the local. Check the steps below.
Painpoint 3/3
It’s hard to imagine finding locals who share my vibe and interests.
It’s hard to imagine finding locals who share my vibe and interests.
Solution 3/3
Solution 3/3
Let us know what you are interested in.
Let us know what you are interested in.
Personalized Onboarding
Personalized Onboarding
The onboarding process is designed as a lightweight self-discovery journey. Through just six questions, user define their style and comfort, letting Locale tailor recommended locals instantly.
The onboarding process is designed as a lightweight self-discovery journey. Through just six questions, user define their style and comfort, letting Locale tailor recommended locals instantly.
So how did I get here?
All of the design solutions were based learnings from data and logic.
So how did I get here?
All of the design solutions were based learnings from data and logic.
Research
Research
Solo travel is liberating,
but also isolating.
Solo travel is liberating,
but also isolating.
59% of travelers are choosing to venture alone, and the number keeps growing. Yet, for many, solo travel still feels lonely and disconnected.
59% of travelers are choosing to venture alone, and the number keeps growing. Yet, for many, solo travel still feels lonely and disconnected.
Even as travelers spend more on solo trips, they’re still searching for meaning beyond convenience.
Even as travelers spend more on solo trips, they’re still searching for meaning beyond convenience.
Despite the growth of the market, the gap between travelers and locals remains unsolved.
Despite the growth of the market, the gap between travelers and locals remains unsolved.
Even as the market grows, existing platforms still fail to connect people on a human level. Platforms are functional, but impersonal. Users want authenticity, trust, and emotional connection — not just itineraries.
Even as the market grows, existing platforms still fail to connect people on a human level. Platforms are functional, but impersonal. Users want authenticity, trust, and emotional connection — not just itineraries.
Potential User Interview
Potential User Interview
How do solo travelers actually feel when traveling alone?
How do solo travelers actually feel when traveling alone?
I conducted qualitative interviews with both solo travelers and locals — uncovering their emotions, safety concerns, and communication struggles when planning or experiencing solo travel.
I conducted qualitative interviews with both solo travelers and locals — uncovering their emotions, safety concerns, and communication struggles when planning or experiencing solo travel.
Interviewee
Interviewee
2 solo travelers, 1 structured planner,
1 spontaneous planner
2 solo travelers, 1 structured planner, 1 spontaneous planner
Methods
1:1 interviews, affinity mapping, insight synthesis
1:1 interviews, affinity mapping, insight synthesis
Focus
Emotions, safety concerns, communication challenges,
and personalization needs.
Emotions, safety concerns, communication challenges, and personalization needs.
Learnings from Data Analysis
Despite spending more and seeking meaningful experiences, travelers still feel isolated — revealing an unmet need for authentic human connection and trust in solo journeys.
Despite spending more and seeking meaningful experiences, travelers still feel isolated — revealing an unmet need for authentic human connection and trust in solo journeys.
Learnings from Interviews
Solo travelers crave emotional safety and human connection. They trust local insights but worry about safety and authenticity — showing the opportunity for verified, interest-based matching.
Solo travelers crave emotional safety and human connection. They trust local insights but worry about safety and authenticity — showing the opportunity for verified, interest-based matching.
Hypothesis
If solo travelers can connect with verified locals who share their interests,
they will feel safer, more engaged, and emotionally fulfilled.
If solo travelers can connect with verified locals who share their interests,
they will feel safer, more engaged, and emotionally fulfilled.
Research
Research
Some more research I've done...
Some more research I've done...
Other platforms plan your trip. Locale connects your story with trust and personalization.
Other platforms plan your trip. Locale connects your story with trust and personalization.
Most travel apps focus on logistics.Locale redefines travel through authentic human connection, AI-based matching, and trust verification.
Most travel apps focus on logistics.Locale redefines travel through authentic human connection, AI-based matching, and trust verification.
Competitor Analysis & Positioning
Understanding Emily who needs Locale
Understanding Emily who needs Locale
Persona
Persona
Emily's Journey Map
Emily's Journey Map
Journey Map
Journey Map
Systematically designed information architect
Systematically designed information architect
With 3 main solutions Locale provides to the solo travelers, I designed the intuitive IA.
With 3 main solutions Locale provides to the solo travelers, I designed the intuitive IA.
IA
IA
System
System
Building Locale’s visual and design system for consistency and trust.
Building Locale’s visual and design system for consistency and trust.
Design Principles
Design Principles
Inclusive & Personal
Inclusive & Personal
Friendly & Authentic
Friendly & Authentic
Clear & Trustworthy
Clear & Trustworthy
Reflection
Reflection
A 10-week journey of learning, iteration, and growth.
A 10-week journey of learning, iteration, and growth.
Power of Storytelling
Power of Storytelling
I struggled a lot with making this project connected well from problem identification to design solution.
I struggled a lot with making this project connected well from problem identification to design solution.
Insightful Interviews
Insightful Interviews
Prepping, conducting, and analyzing interviews made me learn how understanding user is very important.
Prepping, conducting, and analyzing interviews made me learn how understanding user is very important.
Engaging Marketing Video
Engaging Marketing Video
By creating marketing video, I felt this project more realistic and helped the overall storytelling.
By creating marketing video, I felt this project more realistic and helped the overall storytelling.
© 2025 Violet Kim
Made with care and many americanos.
© 2025 Violet Kim
Made with care and many americanos.