Travel app design

Turning Every Walk Into a Story

As AI takes the world with storm, we noticed a need for more accessible insights when traveling.

Touring, the AI-powered travel guide, was born from this need.This was a collaboration with Kate Smith-Richling.

strategy workshops

visual identity

website design

app design

marketing campaign

From a Prototype to Paid Product

It all started with a hacket prototype on the streets of Milan. This quickly developed into a Product Launch that made it to the top of the lists and showed the team that there was a market gap.

From that (and lots of discovery calls, interviews, and mentor-hours with more experienced industry leaders) we started designing both a brand and a digital experience around the concept of a selective tour guide that provides digestable and interesting stories wherever you go!

But we weren’t here just to build an app. We were here to design an experience—a selective, intelligent tour guide that could serve up fascinating, digestible stories about landmarks, buildings, and hidden gems, right when and where users needed them.

Touring blends AI-generated insights with human-curated content to deliver high-quality, location-based storytelling. Whether users want to read a quick fun fact or immerse themselves in an audio-guided experience, Touring makes every city feel like an open-air museum.

But designing an app that delivers real-time, location-based storytelling without overwhelming users with information overload required some serious UX magic.

Designing the Experience: More Than Just a Map

Strategic UX/UI: From Wireflows to Continuous Testing

1. Understanding the Value Prop & User Journey: Stakeholder Workshops & Wireflows

Before jumping into design, we ran in-depth workshops with stakeholders, travel enthusiasts, and city wanderers to map out how people naturally explore their surroundings.

From this, we built detailed wireflows, mapping out exactly how users would move from curiosity → discovery → engagement → deeper exploration.

2. Wireframing & Interactive Prototypes

Using our wireflows as a guide, we designed low-fidelity wireframes, focusing on:

✅ A seamless onboarding experience to get users into stories fast.
✅ A clear, engaging content hierarchy—balancing AI-generated insights with expert-curated narratives.
✅ Intuitive audio and text modes, ensuring users could easily switch between reading and listening.

Each iteration was validated with stakeholder feedback before moving to high-fidelity designs.

3. Pixel-Perfect UI & Branding That Stands Out

With the core experience locked in, we designed a bold yet inviting visual identity, focusing on:

🎨 A vibrant yet sophisticated color palette to make the experience feel immersive without feeling like a typical corporate travel app.
📍 Intuitive, map-based navigation that encouraged spontaneous exploration.
🎧 A media player experience that made listening to stories feel natural—whether walking through a park or standing in front of a historical landmark.

4. Post-Launch: Learning from User Behavior

Once Touring hit the market, we didn’t stop iterating. We used behavioral analytics and A/B testing to optimize:

📊 How users engaged with stories (e.g., did they prefer text or audio?)
📍 Which locations and stories got the most traction (so we could refine content strategies).
🎯 UX tweaks to reduce drop-off points, ensuring users kept discovering more.

Touring was more than just an app—it became a brand that extended into physical experiences and real-world engagement. We helped create:

🧢 Branded merchandise & travel accessories—giving Touring a presence beyond digital.

🌍 Social media content & collaborations—expanding Touring’s reach and engaging a global audience.

📢 Event activations & partnerships—establishing Touring as a cultural and tech-forward brand.

Beyond the Screen: Bringing Touring to Life

The Result

A Smarter Way to Explore - Right in Your Pocket!

Touring transformed every walk into a story-driven adventure. Whether users were wandering through historic streets or simply exploring their own city, they could now uncover rich, engaging narratives with just a tap.

At Goatness, we don’t just build brands. We craft experiences—ones that live, breathe, and evolve with their users.

Deliverables