Onyx Dove
Travel Booking

The company needed a well-crafted information architecture and user flow to differentiate itself in a market dominated by players like Expedia — without reinventing conventions users already rely on.

I designed and distributed a survey to a demographically diverse group across the country, covering age, gender, occupation, and location. The survey explored current meditation frequency, satisfaction with that frequency, and the lifestyle factors — work, schedule, family, and simply not knowing where to start — getting in the way. From those findings, I built two user personas and empathy maps: Jayla, a busy 25-year-old teacher who values mindfulness but can't fit it into her schedule, and Leon, a 60-year-old business manager approaching retirement who wants structure but doesn't know where to begin.

A site map and user flow that balance industry-standard patterns with meaningful differentiation — leading with value and guidance instead of overwhelming choice, and built to feel seamless across web and mobile.