0→1 Product Design

DIA FESTIVO

Designing a Premium Membership-Based Travel Experience Platform

TIMELINE

4–6 Weeks

ROLE

Dhritiraj Karmakar
Product Designer

TEAM

1 Designer
1 Developer

PLATFORM

Web Platform
Travel & Hospitality

Dia Festivo Hero
Phase I : The Friction

Deconstructing The Problem

01. PROJECT OVERVIEW

The Scope

This case study covers the complete 0→1 journey of defining, designing, and delivering the Dia Festivo web platform.

Deliverables

  • Product Strategy
  • UX Research
  • Information Architecture
  • User Flows
  • Wireframes
  • Design System
  • UI Design
  • Responsive Design
  • Developer Handoff
02. PRODUCT BRIEF

Background

Dia Festivo approached us with a vision. Unlike traditional travel companies that focus on selling travel packages, Dia Festivo wanted to build a platform around membership-driven travel experiences.

The business model combined: Travel experiences, Membership benefits, Lifestyle offerings, and AI-assisted travel planning. The challenge was to transform this vision into a digital experience users could easily understand and trust.

Core Question

"If travel is an experience, why do most travel websites feel transactional?"

That question became the foundation of our exploration.

Phase II : The Exploration

Mapping The Unknown

03. DISCOVERY PHASE

Stakeholder Workshops

The first step was understanding the core identity of Dia Festivo.

What is Dia Festivo?

A premium, credibility-driven gateway to luxury exploration.

Who is it for?

High-intent travelers seeking personalized journeys rather than generic itineraries.

Why choose it?

It focuses on long-term relationships and personalized care over transactional convenience.

What makes it different?

A membership model layered with an intelligent AI travel planning assistant.

Key Stakeholder Inputs

Premium positioning Membership-driven model AI travel planning Personalized experiences Trust and credibility
04. COMPETITIVE ANALYSIS

The Landscape

Before designing, I analyzed several travel platforms including MakeMyTrip, Yatra, EaseMyTrip, Thomas Cook, and SOTC.

What Competitors Do

  • search Search
  • credit_card Booking
  • sell Pricing

Where We Will Focus

  • wb_incandescent Inspiration
  • diamond Membership value
  • route Guided planning
  • handshake Long-term relationships
05 & 06. AUDIENCE & PERSONAS

User Personas

Young Professionals

Looking for convenient travel planning.

Couples

Looking for curated experiences.

Families

Looking for reliable travel support.

Experience Seekers

Looking for memorable destinations.

Persona 01

The Busy Professional

Goals

  • Save planning time
  • Discover destinations quickly

Frustrations

  • Too many options
  • Research fatigue

Persona 02

The Experience Explorer

Goals

  • Unique travel experiences
  • Personalized recommendations

Frustrations

  • Generic packages
  • Repetitive itineraries
07 & 08. PROBLEM & OPPORTUNITY

Translating Problems

After consolidating findings, recurring themes emerged. We translated these into direct product opportunities.

Problem Opportunity
Planning requires significant effort. AI Planner Workflow
Users struggle to find inspiration. Destination Discovery Engine
Websites feel transactional. Structured Editorial Content
Users need stronger trust signals. Partner & Testimonial Showcase
Phase III : The Strategy

Calculated Decisions

09. PRODUCT STRATEGY

Four Strategic Pillars

Discover

Help users explore destinations.

Plan

Guide users through planning.

Trust

Establish credibility.

Convert

Encourage inquiries & bookings.

10. USER JOURNEY

User Journey Mapping

The ideal flow: Discover → Explore → Plan → Build Confidence → Take Action.

01. Discover

Visual Inspiration

User encounters curated travel stories and editorial content.

02. Explore

Destination Deep-Dive

Evaluating options through asymmetrical masonry galleries.

03. Plan

AI-Assisted Workflow

Interactive conversation to build a personalized itinerary.

04. Action

Membership Conversion

Frictionless onboarding into the Dia Festivo ecosystem.

12 & 13. UX EXPLORATION

Wireframing

Once the structure was finalized, low-fidelity wireframes were created to validate navigation hierarchy, content flow, CTA placement, and user pathways.

Wireframes

Mid-Fidelity Exploration

At this stage we explored layout options, section arrangements, homepage hierarchy, and service presentation. Multiple directions were evaluated before selecting the final approach.

Mid Fidelity Exploration
14. VISUAL DIRECTION & SYSTEM

Visual Direction

The visual language was inspired by luxury travel memberships, premium hospitality brands, and editorial travel storytelling. The goal was to create a sense of exclusivity while maintaining trust and clarity for high-ticket membership purchases.

Design Objectives

  • Position Dia Festivo as a premium travel brand
  • Create emotional aspiration through imagery
  • Introduce AI innovation without losing luxury appeal
  • Balance trust, exclusivity, and usability
  • Support long-form exploration journeys

Brand Personality

Luxury Premium Trustworthy Curated Modern Intelligent Exclusive Aspirational

Visual Principles

  • 1. Editorial Storytelling: Large imagery drives emotional engagement.
  • 2. Premium Contrast: Dark surfaces with gold accents communicate luxury.
  • 3. Spacious Layouts: Generous whitespace improves readability.
  • 4. Card-Driven: Modularized, reusable card architectures.
  • 5. Guided Discovery: Inspiration → Services → Membership → Destinations → AI.

Design System

A scalable design system was built to ensure consistency across destinations, memberships, AI planning experiences, service discovery, and conversion-focused journeys.

❖ 01. BUTTONS
Default
Hover
Pressed
Disabled
Large
Medium
Large
Large
Circle
AI Planner
❖ 02. NAVIGATION / TABS

Main Navbar - Default

DF
Home Services Destinations

Main Navbar - Scrolled

DF
Home Services Destinations

Tabs / Filters

Default
Active
❖ 03. TYPOGRAPHY

Text Styles

Display 1 96/100 Bold
Display 2 72/80 Bold
Heading 1 48/56 SemiBold
Heading 2 32/40 SemiBold
Body Large 18/28 Regular
Body Regular 16/24 Regular

Font Family

BEBAS NEUE ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Inter ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Text Colors

Primary / White#FFFFFF
Secondary#A1A1AA
Muted#71717A
❖ 04. COLOR SYSTEM

Primary

500
600

Status

Succ
Warn
Err

Neutral Backgrounds

900
800
700
600
❖ 05. ICON SYSTEM
⌂
★
⚑
✈
⌘
☺
◷
✉
♡
⊕
⚙
⚲
❖ 06. SPACING & RADIUS

Spacing Scale (8pt Base)

4px
8px
12px
16px
24px
32px

Radius Scale

Final Interface

Bringing the design system and user journey together into polished, high-fidelity responsive screens for the premium travel market.

Open Dia Festivo Website

Check Website

Homepage

Problem:

Users need immediate understanding of the brand.

Solution:

Immersive hero section showcasing travel experiences.

Homepage Design
Services Design

Services

Problem:

Users struggle to understand available offerings.

Solution:

Clear service categorization without dense lists.

Destination Discovery

Problem:

Travel websites often feel overwhelming.

Solution:

Visual-first destination exploration with asymmetrical masonry layouts.

Journeys Design
AI Planner Design

AI Planner

Problem:

Travel planning requires excessive effort.

Solution:

AI-assisted conversational planning workflow.

Partner Ecosystem

Problem:

Users need confidence before engaging.

Solution:

A prominent partnership showcase to establish trust.

Why Choose Us
Stories & Testimonials

Stories

Problem:

Users trust people more than brands.

Solution:

Traveler stories and authentic testimonials.

17. DEVELOPER HANDOFF

Developer Handoff

Deliverables included:

19. REFLECTION

Takeaways

This project taught me that designing travel products is not only about helping users book trips. It is about helping them imagine possibilities.

The biggest challenge was balancing exploration, planning, trust, and conversion within a single experience while maintaining a premium visual identity.

20. FUTURE OPPORTUNITIES
  • arrow_forward Member Dashboard
  • arrow_forward Personalized Recommendations
  • arrow_forward Saved Trips
  • arrow_forward Loyalty Program
  • arrow_forward Expanded AI Planning Features

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