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Concept Development
Client Collaboration

Stylistic Explorations

Shared Vision Workshop
Brand Style Guide

Usability Testing

Design Solutions
Project Reception

Final Postmortem

User Research
Competitive Analysis

Persona Development

In addressing Maggie’s needs, our team made design decisions centered on her personal goals and preferences, presenting practical, business-class solutions in the form of a responsive MVP.


Constantly accounting for generative research, client input, and practical reality, I tackled our client's most perplexing challenges, including brand identity and product focus, with evidence-based, user-centered design.

Kunfer would be positioned as a high-quality service offering aimed at forward-thinking entrepreneurs, for use by a new generation of tech-savvy business travelers.


With a focus on providing value add while maintaining a curated selection of world-class accommodations, the brand could present a member's-only subscription model without the pretension often associated with exclusivity.


"It's the worst! I'm on my phone! I can't possibly fill in every little date. Some of it autofills, but those tiny keys [...] a migraine if you ask me"

Putting design goals into action, our process aimed to minimize user input by avoiding unnecessary form fields, saving past trips for quick repeat transactions, and storing personal info during onboarding for instant checkout. 

"Kayak, maybe 2010 [...] But not for me. I'm salaried working 50 hours. It's too cluttered. I'm not going to dig through [...] waste of time!"

In an effort to reduce time-intensive comparative research, hotel summaries were drafted to provide only the most relevant, scannable content, including myriad photos and details on amenities, policies, check-out times, and pricing. 

"What would be the price [...] want to get our marketing material and investor presentation looking better. Need it updated, premium..."

My efforts in visual design struck a balance between form and function, providing Maggie with a playful, yet practical interface. I tied it all together with a succinct, conversational tone suited to the app's forward aesthetic. 

"...time I'll never forget. Flew to Denver and figured I'd stay near the airport. Well, that's an hour in traffic for where I was going. Boulder, that is."

Maggie isn't just going to California. She has a client meeting in Goleta, outside of Santa Barbara. With search results displayed on a map, she can filter by distance and neighborhood, and see exactly where her options are located.

" Salt Lake, and you really need a car out there. But my luck, they have some conference in town. I must've dialed every hotel, airport, rent-a-car"

Kunfer differentiates by providing big savings through its partner network. But overbooked hotels cripple customer experience. Thus, I argued for failsafe measures, leading the client to consider vouchers and other auxiliary offerings.

"Absolutely not. All right, hardly ever. If it's business... air and lodging at minimum. But typically the three. I'm not taking the bus, if that's..."

In delivering a style guide and strategy report alongside a highly modular interface, Kunfer received the blueprints required to continue development of the app without our input. Building out flight and rental flows would be simple.


Taking on the common pain points of time-intensive research, content overload, and expensive first-party booking, our team delivered solutions custom-built for a dependable, productive, and stress-free user experience.

Our designs were overwhelming well-received by the client, who left the presentation without extending a single concern. He later conveyed high praise from company advisor Ajai Sehgal.


"So you all did an amazing job like I said before. It’s exactly what I envisioned when I thought it in my head. And hopefully I’ll be hiring you all soon!"


Serial Entrepreneur & Kunfer CEO



In the event of continued work on the platform, I outlined a few additional processes that I feel would've enhanced the product if given the necessary time and resources.


Supplementary Personas

Maggie is a core part of the app's demographic, but admins make up another large constituency. Designing for these additional users could bring the company closer to realizing its multifaceted vision.


Iterative Identity Design

With service rival Concur located in nearby Bellevue, Kunfer's naming alone seemed problematic. Employing metrics to validate brand identity (in all its forms) could help mitigate future issues.


Expanded Visual Language

At the client's request, our MVP ignored budget constraints, a common consideration in business travel. Further development of iconography and visual language could help the app communicate with more transparency.


Far from my first startup client, working with Kunfer primarily  enforced existing notions of the associated advantages and drawbacks of the small team dynamic. Here's what I gleaned:


Keep your client as close as possible.

Our team included the client in the majority of our processes as a safeguard. But when a vision is this hazy, it's easy to waste time moving in the wrong direction.


Squeeze around research blockers.

I'll often feel hampered if I wait around for interviews to materialize and insights to become actionable. Obsessing over data isn't always judicious, especially given limited time.


Don't sweat the style guide.

I wasted serious effort trying to build exclusively with the hex codes, font families, and images I'd chosen for the MVP style guide. I'm often better suited to an improvisational approach. 

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