UX/UI
Digital Branding
Design System
Overview
Team
What I did
Travelers are taking more trips and managing them through digital channels. Yet unfamiliar environments still bring health, safety, and logistical risks that are difficult to anticipate.
The growing travel safety market reflects a clear demand for more reliable protection and assistance throughout the journey.
Background
Travel is growing, but travelers’ confidence has not kept pace
Travelers are taking more trips and managing them through digital channels. Yet unfamiliar environments still bring health, safety, and logistical risks that are difficult to anticipate.
The growing travel safety market reflects a clear demand for more reliable protection and assistance throughout the journey.
64%
of travelers use multiple apps during a trip
88%
of women have felt unsafe during solo travel
$1.64B
travel safety app market in 2024, set to double by 2030
Problem
Travelers rely on fragmented, informal sources for safety guidance
Interviews were conducted with adults 18+ who travel at least once a year to understand how travelers prepare for safety. The study focused on solo travelers and exchange or study abroad students, women and LGBTQ+ travelers, families traveling with kids, and business travelers seeking simpler tools.
Participants shared where they find safety information before a trip and where preparation breaks down.
14 (30.4%)
22 (47.8%)
29 (63%)
27 (58.7%)
7 (15.2%)
0
10
20
30
Mapping
Travelers carry the safety burden when trusted support breaks down
Sarah’s persona and journey reveal how family travel shifts from careful preparation to high-stress problem-solving when trusted support is out of reach.
Sarah Johnson
36, HR Manager/Director · Suburban Metropolitan Area (Atlanta)
$120,000–$150,000 dual-income household · Married, 2 kids (ages 4 & 7)
Motivations
Keep her family safe and healthy abroad
Reduce stress by organizing everything in one place
Avoid last-minute surprises
Painpoints
Stress from managing multiple dependents
Health and safety concerns for kids
Too much paperwork
User Needs
One tool for health, safety, and logistics
Emergency contacts and vaccine records in one place
Confidence nothing is left to chance
Travelers need one connected experience that extends from pre-trip planning to real-time guidance, emergency resources, and post-trip learning.
Painpoints & needs
From traveler pain points to safety needs
Unverified guidance
“I found plenty of advice online, but I couldn’t tell what was current or trustworthy.”
Travelers rely on informal sources instead of trusted safety information.
Late awareness
“I often learn about closures or local risks only after we arrive.”
Critical information surfaces too late, turning preventable disruptions into stressful decisions.
Fragmented support
“When something goes wrong, I have to switch between several apps to figure out what to do.”
Planning, trusted guidance, and emergency support remain scattered across separate tools.
Trusted guidance
Travelers need current, verified safety information they can trust.
Proactive awareness
Travelers need closures and local risks surfaced before they disrupt the trip.
Connected support
Travelers need planning, guidance, and emergency resources in one connected experience.
Challenge
No single app covers the full travel safety journey
Existing apps focus either on real-time risk awareness, such as GeoSure and Citizen, or emergency response, such as Noonlight and International SOS. As a result, pre-trip planning, local guidance, and offline access remain fragmented, forcing travelers to rely on multiple tools throughout their journeys.
Traveler needs are not fully addressed, leaving users underprepared and without consistent support in unfamiliar environments.
Features
Prioritizing the core safety features travelers need most
Must-have
Offline access
Booking safety scan
Family check-ins
Emergency contacts & SOS
Should-have
Cultural etiquette tips
Real-time safety alerts
Itinerary & medical help
Airline safety bundles
Could-have
AI safety assistant
Safe route to hotel
Optional trip tracking
Won’t-have
Insurance purchasing
Virtual medical services
Guided by the research findings and target audience, I collaborated with the team to generate a wide range of ideas before evaluating feasibility.
Based on these research findings, the app’s core features were identified and prioritized.
Goal
Create a travel safety experience that helps users feel secure, informed, and in control in unfamiliar environments
For Users
Feel safe with clear guidance, trustworthy offline information, and faster support in emergencies.
For Business
Build trust and grow revenue through secure, localized content, subscriptions, and strategic airline partnerships.
Design showcase
One safety app for travelers who need trusted support in unfamiliar places
Trip planning
Turning fragmented planning into confident preparation
Unified scattered pre-trip tasks into one connected flow, helping travelers organize essential information and stay prepared even without an internet connection.
Turned dense advisories into a clear risk gauge with key hazards below. Travelers can track changing conditions and adjust plans across multiple trips.
Smart alerts
Turning alert overload into actionable awareness
Prioritized emergency contacts, live safety alerts, and weather and health updates so travelers can quickly see what changed and what needs action. Category controls reduce noise while keeping critical information visible.
Quick connect
Bringing critical support into one hub
Prioritized Emergency SOS and organized family check-ins, local guidance, multilingual assistance, and Smart Travel Tag in one place. This reduces searching during stressful moments while keeping everyday support accessible throughout the trip.
Smart travel tag
Reducing uncertainty around lost luggage
Designed real-time tracking and quick recovery actions so travelers always know where their bags are. Lost Mode turns a stressful situation into a clear, actionable recovery flow.
Maps
Nearby help and safety zones, even offline
Combined nearby emergency services and safety zones in one location-aware map, helping travelers quickly find and navigate to support. Offline access keeps essential guidance available when connectivity drops.
Apple watch
Essential travel tools, always within reach
Extended key travel tools to the wrist for quick access to schedules, tickets, translation, and Quick Connect. Timely alerts and reminders reduce the need to reach for a phone while traveling.
Visual system
Calm spaces in busy places
Soft greens and blues capture the essence of reassurance and peace in travel. The visual language evokes calm spaces in busy places, balancing protection with warmth and belonging.
Logo
A symbol for safer journeys
The “S” stands for Safe Travel and marks the start of every safer journey. It represents preparing before risk turns into danger.
Mascots
Friendly companions that make travel safety feel approachable
Friendly bear mascots embody the spirit of warmth, reliability, and protection, making the experience feel personal and familiar.
Applications
Key takeaways
The biggest challenge was not adding more safety features. It was helping travelers decide which information they could trust and what action to take next. Research created many possible directions, but trying to solve every need at once weakened the focus. We learned to prioritize the most critical needs and turn scattered safety information into clear actions.