Hidden Jam.
Helping travellers find local experiences that match their interests, beyond familiar tourist routes.
📎 Project context
Case study for a MOME ID course project
During the MOME ID Digital Product Design course, my team and I were challenged to identify a real-world problem and craft an effective digital solution. Guided by the Double Diamond development model --both in our lectures and project work-- I gained hands-on experience in research, ideation, prototyping, and testing. This immersive process greatly expanded my design knowledge, strengthened my teamwork skills, and confirmed my passion for user-centered solutions. I genuinely enjoyed every step and highly recommend the course to anyone seeking a deep dive into digital product design.
If you want to see the Figma project please, get in touch with me.
Special Thanks to
Laci, Blanka, Miro, Vica, Bence
🚧The Problem
Many travellers seeking authentic experiences find themselves limited to mainstream tourist spots, missing out on the true local culture. This challenge becomes even more pronounced if you have a niche interest—whether you’re a surfer looking for local waves, an arts enthusiast eager to discover hidden galleries, or a book lover hunting for obscure literary gems. Our project set out to address these hurdles, empowering travellers to uncover genuine local offerings, forge meaningful connections, and fully immerse themselves in every journey.
🧩Desk research
During our desk research, we discovered that travellers rely on a variety of platforms for information—even if those platforms weren’t designed with travel in mind. Some individuals, for instance, turn to dating apps like Bumble to connect with locals, only to encounter awkward misunderstandings. TripAdvisor, seemingly an obvious choice, often frustrated users by directing them toward tourist traps. Reddit, meanwhile, emerged as a popular alternative, yet its user-driven content sometimes proved unreliable for travel-specific needs.
These findings underscored the need for a specialized solution tailored to authentic travel experiences. Travelers want genuine local insights that align with their interests—without the confusion or wasted time caused by using the wrong tools. This realization laid the groundwork for our next steps, guiding us toward creating a product that more effectively meets these needs.
☕Interviews
We conducted 8 interviews, which proved to be a valuable experience. I found the process particularly exciting. We explored what makes a good holiday and how people plan their visits, and discussed how travellers choose restaurants or bars, and how they discover local insights and worthwhile non-touristy places.
We identified 3 types of travellers: solo, accompanied, and business travellers. Solo travellers have abundant time but rely on chance encounters and other people. People traveling with friends or family typically need to plan most activities in advance. Business travellers have limited free time but still want to experience local culture during their brief stays.
Key takeaways
- There are too many platforms for resources, making the planning feel overwhelming
"I search online, but sometimes the many platforms and sources can be confusing"
- Even with good recommendations, people need advice from trusted sources
"It matters who the recommendation comes from"
- Finding authentic local experiences is challenging
"I wouldn't have found it on my own, but it was awesome!"
- Making connections with locals is difficult and unpredictable
"I planned to make friends with the locals at a pub on my solo trip, but it just didn't work out."
- FOMO:
travelers want to see as much as possible during their holiday.
Spontaneity is crucial for great adventures, but language barriers or introversion can make it challenging to embrace unexpected opportunities.
Our aim was to channel these factors and create a platform for travellers that increases the chances of spontaneous experiences.
The interviews also served as a fantastic opportunity for concept testing—everyone we spoke with lit up with excitement once they discovered what our project was all about!
👥Personas
🌼Irma Introvert
Background
- Name: Irma
- Age: 25
- Occupation: Masters degree student
- Travel Style: Prefers longer trips (several weeks at a time) to immerse herself in the local culture of far-off destinations.
Personality & Context
- Feels excited about exploring unfamiliar places for extended periods, yet gets anxious if her plans lack clarity.
- Loves spontaneity and discovery but needs enough structure so she doesn’t feel overwhelmed.
- Interested in learning local customs, traditions, and languages to deepen her travel experience.
- Irma also dedicates her free time to volunteering at animal shelters, where her compassion for rescued animals truly shines.
Goals
- Deep Cultural Immersion
- Wants to get more than just a surface-level view, seeking authentic connections and insights into local life.
- Meet New People
- Looks for ways to connect with locals and fellow travellers, ensuring she doesn’t feel isolated on longer trips.
- Stay Safe & Informed
- Prefers clear, reliable information—especially crucial when she’s away for weeks and may venture off the beaten path.
Frustrations
- Overwhelming Options
- Researching for a multi-week trip often leads to information overload, making it tough to separate authentic advice from the rest.
- Language & Cultural Barriers
- Feels nervous about traveling far from home where language or cultural norms are unfamiliar.
- Navigating Alone
- Managing logistics, transportation, and potential emergencies on her own can be stressful, especially in remote regions.
- Fear of Missing Out
- Worried she’ll overlook hidden gems or local traditions, undermining her goal of true cultural immersion.
Key Insight
Irma’s extended trips magnify the importance of clarity and support. She craves genuine cultural experiences and the chance to form meaningful connections, but she needs tools that help reduce uncertainty—like reliable recommendations, community-building features, and practical information tailored to travellers with longer stays.
🕶️Alan McBachelorparty
Background
- Name: Alan McBachelorparty
- Age: 32
- Occupation: Sales Manager
- Travel Style: Takes shorter trips (3–6 days) with a group of friends, typically visiting popular city destinations.
Personality & Context
- Organizes trips for several people, which involves coordinating accommodations, activities, and schedules.
- More focused on finding places that capture the essence of the destination’s culture—particularly bars, clubs, and unique city spots—rather than forging new friendships with locals.
- Values efficiency and doesn’t want to waste limited time on unremarkable tourist traps.
Goals
- Curate an Enjoyable Group Experience
- Needs to ensure his friends are entertained and satisfied with the itinerary.
- Discover Authentic Local Hotspots
- Interested in hitting up the city’s “must-see” places that truly reflect the local vibe (e.g., favourite pubs, unique eateries).
- Maximize Limited Time
- Since each trip only lasts a few days, wants quick, reliable solutions to find worthwhile activities.
Frustrations
- Group Coordination
- Planning for multiple people can be stressful—everyone has different preferences and energy levels.
- Tourist Trap Fatigue
- Dislikes ending up in predictable, tourist-heavy spots that could be found anywhere, missing out on genuine local flair.
- Information Overload
- Sifting through countless reviews and guidebooks is time-consuming, making it hard to pick authentic places quickly.
- Local Connections Not a Priority
- Although he’s not looking to meet new people, he still wants insider tips on the local scene—without the extra hassle.
Key Insight
Alan’s focus is curating fun, culturally rich experiences for a tight-knit group in a short timespan. While he isn’t seeking deep local relationships, he appreciates recommendations that capture a city’s true character—especially unique venues that can’t be replicated back home. A solution aimed at Alan should provide quick, trustworthy pointers for group-friendly hot spots and eliminate the guesswork of planning in unfamiliar cities.
💼Matthew Bigboss
Background
- Name: Matthew
- Occupation: CEO
- Travel Style: Frequent, short business trips to major cities
Personality & Context
- Limited free time—often just a few hours outside of meetings
- Unsure how to navigate social situations with international colleagues
- Prefers reliable, low-effort options for after-work downtime
Goals
- Efficient Planning – Needs quick, dependable suggestions to make the most of brief stays
- Backup Plans – Wants alternatives in case schedules shift or meetings run late
- Professional Image – Aims to maintain composure and confidence around foreign colleagues
Frustrations
- Time Constraints – Tight work schedules leave little room for trial and error
- Cultural Uncertainty – Feels awkward about local customs or language barriers when with colleagues
- Overwhelming Choices – Too many generic travel guides, not enough concise, business-friendly tips
Key Insight
Matthew values concise, vetted recommendations that fit into a packed agenda. He seeks quick cultural or dining experiences he can rely on—without risking awkward encounters or wasted time.
✨Ideation
We began our ideation process by clarifying the core challenge travelers face when trying to immerse themselves in new cultures. With all the insights we gathered, we formulated our central “How might we” question:
“How might we provide travellers with the right insights so they can use their time efficiently and in a personalized way?”
We chose Irma as our primary persona because she has the fewest reliable connections, making her challenges most pronounced. Embracing a “no bad ideas” mindset, we brainstormed several potential features:
- Interest Map
Irma wants to explore whether her hobbies or interests exist at her destination. Our solution was to create a feature that highlights her interests on a map. Although initially challenging to design, it ultimately evolved into a system organized into three categories:
- Explore & Immerse for intensive activities and sightseeing
- Roam & Unwind for relaxed, meditative experiences
- Taste & Flavour for food-focused explorations.
These categories make it easy for users to find relevant experiences without feeling overwhelmed.
- Local Jams
Meeting new people can be tricky, especially when you aim to connect with locals rather than just fellow tourists. “Local Jams” showcases small events hosted by locals or other travellers—like an afternoon hike to a scenic overlook. Anyone interested can apply, and after the host’s approval, participants join a group chat to get acquainted before the event. This feature adds a social layer to the app, making local experiences more genuine.
- Planner
Irma often forgets her plans, which raises her anxiety. The built-in Planner helps travellers keep track of upcoming events, reservations, and notes in one convenient place. This ensures they don’t miss out on any activities they’ve lined up.
Designing these features around Irma’s journey taught us a lot about scope and user-centric thinking, ultimately guiding us to a solution that helps travellers immerse themselves more authentically and efficiently in any destination.
🔧Testing
As soon as we started wireframing, we tested our initial user flow on classmates, gaining valuable insights into usability. Their feedback helped us refine the interface and create a smoother overall experience.
🌈UI design
We wanted our design to stand apart from the polished, office-like styles often seen in everyday productivity apps. After all, people will be using our app to escape the routine of daily life, not to add another efficiency tool to their routine. With that in mind, we embraced a playful, adventurous aesthetic—experimenting with bold colors, unique fonts, and a comic-style shading technique that hints at excitement and discovery. These bright tones also align with our categories, making the interface feel cohesive yet dynamic. The result is a vibrant visual language that I’m incredibly proud of; it creates an uplifting vibe that feels perfect for vacation planning, and it was a joy to work with as we continued refining our features.
🏁Project outcome
The final result of our Hidden Jam project was showcased in a presentation on MOME’s campus, where we each earned our Digital Product Design certificates. The judges and instructors were enthusiastic, praising our commitment to authentic travel experiences and wondering if we would develop it into a real product. Our team was proud yet a bit sad at the journey’s end—after all, we’d built a supportive, creative environment that made the entire process a joy.
Throughout this project, I came to realize that digital product design is far from easy—but that’s exactly what makes it exciting. The challenges, workshops, and collaborative problem-solving sessions drew me in, and I’m eager to continue honing my skills and deepening my involvement in digital product design as I move forward.