Understanding the Challenge
Colombian travel creator Juan (@RoadxElMundo) was expanding his brand by launching curated group expeditions. However, managing bookings manually through social media, email, and WhatsApp left him with little time to focus on growing his business. The challenge was to:
Transform social media inspiration into trip bookings.
Build trust through transparent travel information.
Reduce manual booking management across multiple channels.
Designing the Solution
The final solution included:
A responsive end-to-end website and unified brand identity.
A seamless booking journey from inspiration to conversion.
An interactive destination map featuring Juan's YouTube travel guides.
A dedicated hub for trusted travel partners and resources.
User Experience & Strategy (UX)
Optimize Conversion
Guide users seamlessly from social media inspiration to booking, minimizing friction and drop-offs.Build Trust & Credibility
Present transparent destination, itinerary, pricing, and logistics information to increase booking confidence.Strengthen the Creator–Community Connection
Connect Juan's content and travel experiences to foster trust, belonging, and engagement before booking.
Brand & Interface Design (UI)
Establish a Cohesive Brand Identity
Create a consistent visual system that transforms RoadxElMundo into a recognizable and trustworthy travel brand.Deliver a Responsive Web Experience
Design a seamless website experience across mobile, tablet, and desktop devices.
Target Users & Insights
Methods: User surveys • Empathy maps • Personas • User journey mapping
Trust drives bookings. Users need clear information about itineraries, pricing, logistics, accommodation, and activity difficulty before committing to a group trip.
Fragmented journeys reduce conversions. Switching between social media, YouTube, email, and booking links increases uncertainty.
Transparent customization builds confidence. Users want to instantly understand how options like room selection or add-ons impact the total trip cost.
Meet the Personas
The website was structured around three connected user experiences and designed using a mobile-first approach, reflecting how most users discover Juan's content through social media before continuing their journey across larger devices.
Pre-Booking: Introduce the brand, build trust, and prepare users to explore.
Booking: Guide users from destination discovery to trip customization, payment, and confirmation.
Travel Inspiration: Curated travel guides, creator content, and resources that encourage exploration and strengthen community engagement.
End-to-end User Journey
Moderated usability testing with an interactive prototype helped validate core navigation patterns and identify key friction points in the experience.
What worked: Participants understood the booking flow intuitively.
Key iterations
The current design for RoadxElMundo expands the brand beyond social media into a cohesive, responsive experience that simplifies destination discovery and booking while building trust through clarity and consistency.
Sticker Sheet and Brand Identity
Booking Flow on Different Devices
Mockups
Trust Over Features
The more I designed, the clearer it became that trust doesn’t come from adding more, but from taking things away. Simplicity started to feel like the most intentional design decision.
From audience to product
RoadxElMundo made me rethink what it means to design beyond social media. It’s not just about engagement, but about turning inspiration into structure—something people can actually use, not just consume.
Still evolving
This project is still in progress, and I’ve come to value that. Each iteration feels less like fixing and more like understanding the product a little better every time.
