UX Research, Service Design

wanderfolk.com

With the rise of solo travel, especially post-pandemic, travelers are increasingly seeking authentic, off-the-beaten-path experiences. However, most platforms focus on mass-market tours, leaving a gap for individuals who crave connection, spontaneity, and safety — without sacrificing independence.
How might we empower solo travelers to explore authentically while feeling safe and connected — before, during, and after their journey?

OBJECTIVE

We partnered with a client to develop Wanderfolk, a digital platform designed to revolutionize solo adventure travel. The client identified a gap in the market for a service that goes beyond typical tourist offerings, focusing on authentic, off-the-beaten-path experiences while addressing the unique safety and social challenges faced by solo travelers.
The Challenge Problem Statement:

Solo travelers crave authentic, off-the-beaten-path experiences but face:

• Safety concerns: 68% avoid exploring after dark (user research).
• Limited local connections: Mainstream platforms (e.g., Airbnb Experiences) prioritize mass tourism over community-driven activities.
• Decision fatigue: Overwhelming options lack personalization.

The Goal of Wanderfolk
The primary objective was to create a trust-driven booking and discovery platform that empowers solo explorers to:

• Find unique, local-led experiences beyond mainstream tourism
• Feel safe and supported with verified hosts and real-time community safety features
• Connect meaningfully with both locals and fellow travelers
• Simplify trip planning with flexible, mood-based search and dynamic itinerary tools

The platform needed to cater to both travelers and local experience providers, ensuring a seamless experience from discovery to post-trip reflection.

ABOUT THE BUSINESS

RESEARCH

Facilitated sessions with:

• Frequent solo travelers
• Local experience providers
• Hospitality professionals

Outcomes:

• "Local insider" verification system concept
• Dynamic itinerary builder tool
• Community-powered safety alerts

1. Solo Travelers
Needs:

• A safe, simple, and trustworthy experience
• Tailored local insight and community connection
• Seamless end-to-end journey from discovery to follow-up

Contributions:

• Booking fees, ratings/reviews, photos & content
• Word-of-mouth, referrals, user-generated safety reports
• Feedback that shapes service iterations and UI improvements

2. Local Hosts / Guides
Needs:

• Reliable, quality bookings with exposure to their audience
• Clear expectations, guidelines, and training materials
• Tools to communicate trust and safety assurances
• Contributions:
• In-market knowledge, local experiences, guidance
• Host content: tours, recommendations, reviews
• Reputation signals and trust-building through repeat performance

3. Platform Team (UX  Support • Ops)
Needs:

• Scalable workflows for onboarding, verification, and support
• Tools to manage communications, content, payments, and alerts
• Data to track performance: NPS, booking flow drop-offs, safety incidents
• Contributions:
• Maintains the digital front-end: UI, emails, chat systems
• Manages host verification, content moderation, support tickets
• Operates engines for safety alerts, booking reminders, analytics

4. Third‑Party Partners (Meetups, Safety Services, Local Ops)
Needs:

• Clear partnership processes (e.g., agreements, role definitions)
• Predictable traveler volume and exposure
• Collaboration on service quality, safety, and logistics

Contributions:

• Real-world engagement: meetups, tours, events
• Safety services (e.g., location alerts, local 24/7 assistance)
• Additional offerings: transport, gear rentals, local guides

KEY PARTICIPANTS:

PERSONAS

CUSTOMER JORNEY MAP

SERVICE BLUE PRINT MAP

UX/UI SOLUTIONS

UI DESIGN HIGHLIGHTS

01

02

04

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SYSTEM FEATURES

Search & Filtering

We designed an intelligent search system tailored for solo adventurers, helping them find experiences that match their travel style, safety preferences, and spontaneity levels.

Mood-Based & Intentional Filtering

• "How Do You Feel Today?" – Search by mood (e.g., "Adventurous," "Low-Key," "Social") instead of rigid categories
• Experience Type – Filter by "Hidden Gems," "Local Favorites," or "Beginner-Friendly"
• Safety Indicators – Sort by verified safety badges, group size, and well-lit meeting points

Advanced Local Insights

• "Off the Tourist Trail" Toggle – Exclude over-commercialized spots
• Neighborhood Vibe Tags – See which areas are best for "Quiet Exploration" vs. "Nightlife"
• Real-Time Popularity Alerts – Avoid crowded spots with "Quiet Hours" recommendations

Interactive Map & Serendipity Mode

• Map-Based Discovery – View experiences plotted with safety ratings and local tips
• "Surprise Me" Button – Get AI-curated suggestions within a 1km radius
• Last-Minute Openings – Filter for spontaneous, same-day bookings

SYSTEM FEATURES

Wanderfolk's Intentional Booking System

We built a reservation flow that respects how real travelers explore:

• See which experiences are actually happening (not just listed)
• Get transparent pricing with no surprise fees
• Flexible booking options that match your travel style

Key Features:

Live Availability Maps

• Shows where locals are gathering right now
• Highlights last-minute openings at hidden gems

Authenticity First Pricing

• Clear cost breakdown including host fees
• Option to pay local currency (no conversion markups)

Commitment Flexibility

• "Hold My Spot" without full payment
• Easy transfers if plans change
• Group discounts for spontaneous meetups

Local-Ready Confirmations

• Receipts with local language details
• Neighborhood tips from recent guests
• Host contact info unlocked immediately

Why It Works:

• Removes friction without removing adventure
• Gives hosts control while keeping things guest-friendly
• Works as well for planned bookings as last-minute discoveries

This isn't just booking - it's your first real connection to the place you're visiting.

IMPACT & OUTCOMES