Sustainable travel shouldn't feel like another task.
Travelers want to make more conscious choices, but sustainability information can feel fragmented and difficult to navigate. LÜMA explores how better choices can become a natural part of planning a trip.
INTRODUCTION
LÜMA reimagines sustainable travel planning as a more personal and emotionally meaningful experience.
Instead of focusing only on destination and price, the concept helps travelers plan around how they want to feel, while making sustainable choices easier to understand and act on.
ROLE
UX / Product Designer
PROJECT
W14.SA.Daria.M.FINAL PROJECT - Noroff Project
FOCUS
Mobile Travel Experience
TOOLS
Canva · Visily · SurveyMonkey · Useberry
UNDERSTANDING THE TRAVELER
I looked beyond what people book to understand why they travel.
I combined interviews, surveys, desk research and competitor analysis to understand both the practical barriers and emotional motivations behind sustainable travel. The research explored personal travel goals and frustrations, broader attitudes toward sustainable travel, relevant travel and behavioural trends, and how existing platforms support — or fail to support — mindful travel.
The research focused on four key areas: sustainability, emotion, trust and planning friction.
WHAT I LEARNED
People don’t want to choose between feeling good and doing good.
Research revealed three needs that shaped LÜMA’s direction: clarity, emotional value and ease. Sustainable choices need to feel understandable, travel experiences should reflect how people want to feel, and responsible choices should fit naturally into the planning experience rather than creating extra effort.
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FROM INSIGHT TO PRODUCT DIRECTION
Three needs became three core product pillars.
I translated clarity, emotional value and ease into three product principles: mood-led discovery to help travelers plan around how they want to feel, transparent sustainability to make impact easier to understand, and mindful planning to reduce pressure and create a more intentional experience.
Together, these became LÜMA — a mindful travel companion that connects emotional intent with sustainable choices.
BUILDING THE EXPERIENCE
Turning the product pillars into core journeys.
I focused the experience around three key paths: Mood Quiz, AI Concierge and Eco-Retreat Booking. The Mood Quiz helps travelers begin with how they want to feel, the AI Concierge provides personalized guidance to reduce planning effort, and the booking journey combines retreat details with clear sustainability information and simple actions.
Together, the journeys move users from emotional intention → personalized recommendations → exploration → booking, following one core principle: keep discovery intuitive and make each next step obvious.
DEVELOPING THE EXPERIENCE
From idea to a calmer, more intuitive experience.
I developed the core journeys from early wireframes to increasingly detailed prototypes and the final UI, refining structure, hierarchy, content and interaction along the way. The visual layer was introduced gradually to support clarity and create the calm, considered experience behind LÜMA.
Throughout the process, one principle guided the design: make sustainable choices feel simple, not instructional, and support the journey without overwhelming the traveler with information.
FINAL EXPERIENCE
A calmer way to discover, plan and book meaningful travel.
The final LÜMA experience brings together mood-led discovery, personalized AI guidance and clearer sustainability information in one connected journey. Travelers can begin with how they want to feel, turn their preferences into relevant recommendations, compare the impact of different options and book an eco-retreat with greater confidence.
MOOD · IMPACT · MINDFUL PLANNING
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Clear completion doesn't always mean complete confidence.
Testing with 11 participants showed strong task completion, while also revealing moments where starting points and visual cues could be clearer.
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TESTING & ITERATION
The core journeys worked — but confidence could be stronger.
Testing with 11 participants showed high task completion, but some users still relied on elimination or stronger visual cues to navigate confidently.
Key insight: Clear completion does not always mean complete confidence.
OUTCOME & REFLECTION
What I would take forward.
LÜMA showed me that sustainability can become part of the experience rather than an additional task. Responsible travel doesn’t need more information — it needs better choices that feel simpler, more personal and meaningful.
Next, I would focus on strengthening discoverability, refining visual guidance and continuing to test the mood-led discovery, concierge and booking journeys.
MOOD · IMPACT · MINDFUL PLANNING
Portfolio Section
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Design System
A calm visual language
for mindful travel.
A soft, nature-inspired palette, generous white space and restrained typography create an experience that feels calm, considered and easy to navigate.