Article Voiceover
Role
Lead UI Designer
Design System Designer
Logo Designer
Skills
UI Design
UX Design
Design System
Logo Design
Branding
Team
Ross - Team Lead
Hannah - UX Product Designer
Sam - Lead UI Product Designer
Rebecca - Product Owner
Jay - Dev Lead
Timeline
June 2023 - March 2024
Project Overview
This was the first project I worked on when I joined the company, and I jumped in right away. As the Lead UI Designer, I was responsible for designing the app’s interface, creating a custom design system to keep everything consistent and scalable, and developing the branding and logo.
My focus was on making the experience feel seamless and intuitive combining AI technology with a clean, modern design to make travel planning as effortless as possible.
The Problem
Travelers struggle to manage bookings across multiple platforms.
Too many options cause decision fatigue and confusion.
No real-time assistance for changes or disruptions.
Lack of a centralized, personalized solution for seamless travel.
Our Goal
To build digital platform that make travel planning as easy as possible that helps you book flights, hotels, and organize your itinerary all in one place. With a simple chat interface, Booked AI is saves you time and takes the stress out of planning your next trip.
Simplify Travel Planning
Provide Personalized Experiences
Save Time and Reduce Stress
Enhance User Control
Deliver Real-Time Support
MVP Features
Crafting the Vision
After the workshops and research phase, we structured the user journey, user key task flows and information architecture to ensure clarity in navigation. Once finalized, we created the full system wireframe, covering all essential interactions and touchpoints.
We then developed an interactive prototype for usability testing, allowing us to validate the user experience, interaction patterns, and booking flow before proceeding with visual design. Feedback from usability tests helped refine navigation clarity, interaction efficiency, and overall user engagement.
Even though I assigned to led in UI Design, I also help and assist on this phase. This allowed us to delve deeper into the product, understand user and explore different solution for a seamless experience.
Sam enters 
the game
Branding & Logo Creation
Branding Workshop with the Client
To align on the brand’s vision, values, and positioning, we facilitated a branding workshop with key stakeholders. This session helped us define:
Brand Personality: Timeless, intelligent, and seamless.
Target Audience: Frequent travelers, business professionals, and tech savvy users.
Key Differentiator: AI-driven smart recommendations that simplify booking.
Logo Ideation
After the workshop, we began an iterative logo ideation process by sketching concepts based on key themes:
AI & Intelligence: Abstract symbols or circular elements representing AI.
Travel & Booking: Visual representations of travel or booking.
Simplicity & Trust: Clean, minimal forms for a professional yet friendly feel.
Logo Exploration
I explored multiple logo studies, focusing on:
Wordmark Logo: A sleek typographic approach emphasizing clarity.
Symbol & Icon-Based Logo : Unique abstract shapes representing a mixture of AI, letter B, Simplicity, Gradient, booking symbol and a dot.
Combination Mark: A blend of both for better versatility across platforms.
Final Branding & Logo Refinement
Through user testing and stakeholder feedback, we refined the logo into a scalable and memorable identity. The final design features:
An AI-inspired circular symbol
representing intelligence, automation, and continuous assistance. The gradient blue adds depth and a futuristic feel.
A modern, soft voice wave
subtly integrated to emphasize voice-assisted interactions and AI-driven convenience.
A travel-inspired folded corner
subtly nodding to itineraries, tickets, and navigation.
A thoughtfully selected color palette
with shades of blue symbolizing trust, innovation, and reliability.
ABC
A sleek, modern typeface
conveying professionalism and ease of use.
A bold "B" with a calendar-like base
referencing scheduling and planning, much like familiar calendar icons.
This strong branding foundation shaped the entire UI design system, ensuring a seamless and visually cohesive experience across all touchpoints.
Creation of Design System
Laying the Foundation
With a tight timeline, I took a practical approach by researching existing design systems that aligned with the project’s needs. Instead of starting from scratch, I used them as a base and customized components to fit seamlessly into our mobile app. Before building anything, I aligned the system with product goals, ensuring it supported AI-driven chat interactions and the mobile-first experience. I also conducted a quick UI audit to identify common patterns, reusable components, and inconsistencies.
Building & Scaling
I started with the core components—buttons, inputs, chat bubbles, booking cards, and navigation—to cover the essential interactions. I also started the for colors, typography, spacing, and shadows to keep the UI consistent. As I worked on the UI screens, I continuously refined and expanded the design system, making sure it evolved alongside the product.
Handoff & Maintenance
Once the system was stable, I worked closely with developers to integrate it into the app. I documented everything in Figma ensuring the team had clear guidelines. To drive adoption, I provided onboarding sessions and established a simple process for updates. Regular feedback helped refine the system as the product grew, keeping it scalable and efficient for future iterations.
Final Outcome
Final Thoughts
& Next Steps
Learnings
Working on this AI-powered travel booking app was both exciting and challenging. Designing AI-driven interactions required balancing automation with human-like responses while ensuring scalability under tight deadlines. A major challenge was the lack of existing AI flow references, making research crucial. Mobbin became an invaluable resource, helping us build structured, user-friendly flows efficiently.
This experience reinforced a key lesson—never stop learning. Research, testing, and iteration played a huge role in refining AI interactions and adapting existing design systems to fit our needs.
Moving forward, we’ll focus on iterating and optimizing the design system, refining chat interactions, personalization, and real-time booking flows to create an even more seamless experience. This is just the beginning, and I’m excited to see it evolve.
I was amazed that our work is on the billboard on Melbourne Australia. It’s incredible to witness something we’ve created come to life on such a big scale. Seeing it out in the world is both surreal and rewarding!