Group Travel Made Easy

User Interface and Branding Identity

Part of Microsoft Start-ups and Founders Institute 2024 .

My Role

Solo User Interface and Branding Designer

Information Architecture
Interaction Design
Design Systems

Visual Identity

Timeline

4 months

Project overview

I had the exciting opportunity to work with Fly and Share team, a UK-based platform that’s changing how people plan group holidays. As part of their transition to a new name, Tabby, I took on the challenge of completely redesigning their visual identity. Alongside that, I improved the app’s user interface to make it more cohesive with the new brand and to create a smoother, more enjoyable experience for users.

About the platform

“Effortless bookings, split payments, and shared adventures.” Tabby is revolutionizing the holiday booking process, making it easier, more convenient, and inclusive for everyone.

In addition to integrating a seamless group payment system, the platform brings transportation, hotel deals, dining options, and local activities together in a single app. This makes sharing plans with friends and groups effortless.

At its core, Tabby values convenience, leveraging technology and AI to enhance one of life’s greatest joys: travel and shared experiences with loved ones.

My Process

Brand discovery and Analysis

Discovery Workshops
User & Competitive Research
Brand positioning

Concepting

Defining the creative direction
Client feedback cycles
Improving the Interface

Outcome

Design system
Final high fidelity designs
Branding Identity

Discovery and Analysis

The process began with a series of collaborative discovery workshops. These sessions were essential for gaining a deep understanding of the client’s vision, business objectives, and the overall direction for the brand.

The workshops involved brainstorming exercises to identify the “big picture” aspirations for the brand.

This included a brand quiz to spark conversations about the company’s mission, values, and personality.

Collaborative exercises like value mapping to identify Tabby’s guiding principles (e.g., convenience, inclusivity, and innovation).
Brand positioning analysis to pinpoint where Tabby stands in the competitive travel marketplace and how it differentiates itself.

User and competitive Research

To understand the target audience's needs, preferences, and pain points, we created detailed user personas, mapped user journeys to identify key value moments, and conducted interviews to uncover insights into their motivations, such as convenience, adventure, and the need to have effective group travel payment solutions.

We conducted a comprehensive competitor analysis to identify strengths, weaknesses, and opportunities for differentiation, reviewing their features, visual identity, user experience, pricing, audience, and value propositions. This helped highlight areas where Tabby excels, such as its integrated payment system and unique group travel focus.

The Solution

Trip Planner

The concept is to enable users to seamlessly plan and book their entire trip within the app, eliminating the need for other platforms. From flights and trains to hotels and experiences, everything can be organized in one place. Users can even invite others to join their trip, making it a collaborative and streamlined travel-planning experience.

Tabby is leveraging technology and AI to enhance one of life's greatest sources of joy: travel and shared experiences with loved ones.