Reliable, offline information for Gen Z backpackers.
Duration: 8 weeks
Category: Mobile app
Role: Researcher, UX/UI Designer
Thorn Tree 2.0 is an innovative travel app that caters to Gen Z backpackers, leveraging community input and advanced AI technology to deliver accurate, up-to-date travel advice and solutions. The application revives the spirit of Lonely Planet's original Thorn Tree forum, adapting it to the needs and preferences of today's young explorers.
Lonely Planet sought to create an application that provides Gen Z'ers with street-smart, correct, updated, and relevant travel information throughout the backpacking journey.
65% of Gen Z'ers feel more confident using community apps over feed-based apps according to a 2022 report by Impero Creative Agency.
Our research included qualitative interviews with 32 Gen Z backpackers, an analysis of existing travel platforms, and a review of the "Gen We and the Digital World" report by Impero Creative Agency. This approach ensured we understood our target audience's pain points, preferences, and behaviours.
We examined popular platforms like Reddit, Discord, Quora, and Trip Advisor, identifying gaps in travel-specific, offline-accessible, and Gen Z-targeted content. The analysis highlighted a significant opportunity to modernise the Thorn Tree forum, making it more relevant and functional for Gen Z backpackers. Gen Z backpackers prefer community-driven platforms for travel advice and need offline-accessible, summarised content. Few products in the market effectively combine these features.
Our research included qualitative interviews with 32 Gen Z backpackers, an analysis of existing travel platforms, and a review of the "Gen We and the Digital World" report by Impero Creative Agency. This approach ensured we understood our target audience's pain points, preferences, and behaviours.
"Before I try to solve it myself, I like to ask my friends, parents, and other travelers with more experience first."
| Pain Points | Workaround |
|---|---|
| Feeling lost with too many options | Create a list of top priorities to filter advice that aligns with her interests and needs |
| Worries she's missing out on the "best" stuff | Remind herself that travel is personal; what works for others might not suit her |
| Difficult to understand if the advice is good or bad | Check multiple sources for consistency |
"I can usually figure it out myself by carefully planning and looking things up on social media and asking around in online forums."
| Pain Points | Workaround |
|---|---|
| Difficulty in finding reliable or up-to-date information online | Utilizing a combination of verified online sources and local advice for information |
| Challenges with transportation, such as being overcharged by local drivers | Using reputable transportation apps that offer fixed rates or sharing experiences in community groups for advice |
| Trust issues with locals potentially exploiting tourists | Building trust through community-based platforms with local insights |
"Whatever my girlfriend decides is usually the best way to go for us, so I just let her take the lead. If she needs my help, I'm ready to engage though."
| Pain Points | Workaround |
|---|---|
| Unfamiliar with planning or booking | Relies on their girlfriend or travel partner entirely for these tasks |
| Potential conflict during trips due to his passive attitude to planning | When sufficiently pressured, he will start to make plans or suggestions |
| Struggles when alone unless other people plan for him | Tends to not do much unless others create a clear plan for him |
The user journey begins with setting travel preferences, followed by browsing community-generated content, saving relevant information, and accessing it offline. Wireframes were developed to visualize these interactions, ensuring an intuitive and seamless user experience.
Amy, a new user, can "Get Started" without creating an account. The next page uses her location to provide tailored solutions based on her specific area.
Ask-for-help Amy
The main homepage displays Bangkok-related information based on Amy's location. The next screen offers a search option with auto-suggestions for keywords, allowing Amy to find solutions to her specific problems.
Ask-for-help Amy
The "Motorbike" search shows both "Information" and "Transportation" threads. Amy can then filter to view only "Information" posts, helping her find specific details about motorbike rentals.
Ask-for-help Amy
When Amy tries to interact with Thorn Tree features, she's prompted to create an account. After registering, she can highlight and save a specific comment by selecting it, which will then be stored on her "Highlighted" page for easy access later.
Ask-for-help Amy
The "Highlighted" page displays Amy's saved information, accessible even offline. In the following screen, Amy creates a new thread to ask her specific questions. This thread creation interface includes an option for her to add a TL;DR (Too Long; Didn't Read) summary of her post.
Ask-for-help Amy
Alright! Not only did we help Amy on her way, she now feels more confident doing things on her own.
Thorn Tree 2.0 provides a seamless navigation flow, covering onboarding, profile management, content creation, and saved content. This clear organization ensures users can quickly access desired information and functionalities.
Lonely Planet sought to create an application that provides Gen Z'ers with street-smart, correct, updated, and relevant travel information throughout the backpacking journey.
Our key learning from this project is the importance of understanding the specific needs and behaviors of the target audience. By focusing on community-driven content, offline access, and user engagement, we created a travel app that truly resonates with Gen Z backpackers.
There is an opportunity to revive and modernise the THORN TREE forum by making it more relevant to Gen Z.
We couldn't have done this without the guidance of our professor, Irene Pereyra, who is also the co-founder of Anton & Irene Design Studio, and the support of my teammates. Our team, consisting of Yazar, Payal, Moses (myself), and Stafini, combined our diverse backgrounds and knowledge to collaboratively approach the development of this awesome project through all challenges.
A Bangkok-based UX/UI designer passionate about creating inclusive, user-friendly digital experiences. With 7+ years of creative and graphic design expertise, I've learned that great design is not just beautiful—it's accessible and solves real problems for all users. My superpower? Listening deeply to feedback and crafting thoughtful solutions that meet both user and business needs.
Let's collaborate and turn your digital vision into impactful experiences.