Creating a smart assistant to make family travel planning fun

A digital concierge for your travel needs

TripAbrood is a platform for providing personalised travel booking experience for families using an intelligent digital assistant. While there are a plethora of products in the travel booking domain, they were not suited for planning a trip, especially for parents travelling with their children. The co-founders of TripAbrood came to us with a mighty proposition to disrupt the online travel booking space.

Before the Design Sprint, we researched the current trends in travel booking, and the expectations & mindset of travellers in the UK, as the product was to be launched there first. We also studied the landscape of online travel agents popularly used in the UK to understand their offerings and aspects that need to be improved.

The Sprint Team

The founding team of TripAbrood being parents themselves brought a rich perspective to the problem and contributed ideas based on their varied backgrounds.


We began the discussion with the current challenges in the travel planning space, and some of the key insights that came out were:

As a team, we worked on translating these problems into opportunities.

Then we defined a long-term goal for the product:

With a clear goal in mind, we started to come up with ideas.


With everyone on the same page, ideation becomes streamlined. Sketches and post-its brought out the ideas and expertise in everyone. Passionate discussions and debates led to building upon each other’s ideas and crafting a storyboard of what the ideal solution should look like.

Prototype, test and iterate

The solution created in the sprint was quickly created as a digital prototype that can be put in the hands of real users and elicit feedback.

During the first round of testing, we recruited five users, from London, who have travelled recently with their children. Having a good mix of parents with kids of different age groups gave us a well-rounded feedback on the prototype. Overall the users were happy with the core offering, and one interviewee even remarked, "A child can probably use it".

We also learnt a lot about what needs to be improved by speaking with users. In the following week, we tweaked the designs, re-thought the approach to certain sections and worked on getting the messaging clear - this was a service targeted at family travellers. Another round of usability testing ensured we were more close to the mark now than before.

Here are some comments from the users in the second round of testing:

“I think you guys really get me!”

- All users who we tested with were thrilled to see detailed information pertaining to children and family and felt they could trust the platform.

“When would this site be live for use? As it would be a great help for future travel arrangements”

- 80% of the users remarked on the customisation based on their preferences and quite excited to try the product once it was live.

“I barely noticed answering the questions. It was all tap, tap, tap.”

- 90% of our users found that the questions capturing their preferences were structured quite well and could be answered easily.

There was a clear, structured , hands-on process for the past 2 days with a focus on why we were doing it. We had good debates which made me pause and think of the assumptions we had made. We challenged you, and you challenged us. What was really interesting was getting an external perspective on our idea from other experts like the Parallel team. And I am really interested about what is going to happen next.

Vic Walia
Trip Abrood

Let's Talk

At Parallel, we design digital products for innovative startups and enterprises. Translating an idea into a concept or improving the user experience of a product, we have got your back. Drop us a message to know more, and we will get in touch.

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