Overview
Vaiva was born out of founder Matthew Pacella's frustration with the way people plan trips. Switching between Google Sheets, booking apps, group chats, and notes apps felt fragmented and exhausting. He wanted something that felt as seamless as the travel itself.
As Product Designer, I led the end-to-end UX/UI design for the iOS app — shaping the product from concept through to App Store launch in just 4 months, working alongside the Appetiser team.
The Challenge
Fragmented planning
Itineraries lived across spreadsheets, booking confirmation emails, and group chats. There was no single source of truth for a trip.
Group coordination friction
Planning with friends meant constant back-and-forth. No shared view, no visibility on who booked what, no way to split costs in context.
Memories lost after the trip
Photos and notes scattered across personal devices and cloud storage. The experience of the trip faded without a way to capture and revisit it.
Process
Discovery & Founder Alignment
Worked closely with Matthew to understand his vision and frustrations as a traveller. Mapped competitor apps, identified gaps, and aligned on a clear scope for v1 — focusing on the core jobs to be done.
User Flows & Information Architecture
Defined the full app structure across 6 feature areas: itinerary creation, booking management, group collaboration, expense tracking, social discovery, and scrapbook. Prioritised the flows that created the most daily value.
Wireframing & Rapid Iteration
Created low-fidelity wireframes for all primary flows before touching visual design. Ran weekly reviews with the founder and PM to validate decisions early and avoid expensive rework during development.
High-Fidelity UI Design
Designed a warm, travel-inspired visual language that felt modern without being cold. Built a full component library in Figma covering all iOS screens across light and dark modes with Auto Layout for developer handoff.
Developer Handoff & Launch
Provided annotated specs, interactive prototypes, and a motion guide. Stayed hands-on during development to review builds and ensure design intent was maintained. App launched on the App Store within 4 months.
Key Features
✈️
Effortless Itineraries
Create solo or group itineraries in seconds. Drag-and-drop scheduling with day-by-day views that make complex trips feel manageable.
🗂️
Booking Management
Attach tickets, confirmations, and booking details directly to your itinerary. Everything you need, exactly when you need it.
👥
Group Collaboration
Invite travel companions to a shared itinerary. Everyone stays in the loop with real-time updates and visibility across the whole trip.
💸
Expense Tracking
Log expenses on the go and split bills with friends. Keep your budget in check without breaking the flow of the trip.
🌍
Community Discovery
Explore locations and activities recommended by other Vaiva travellers. Find hidden gems and plan with confidence.
📖
Scrapbook
Capture notes, photos, and memories within the app. Turn your trip into a story you can revisit long after you're home.
Key Screens
Outcome
Vaiva launched on the Apple App Store to immediate five-star reviews and established a strong early presence in the travel and itinerary app category. The tight 4-month timeline was achieved without cutting corners — every screen shipped as designed.
Matthew's active involvement and trust in the design process made this one of the smoothest collaborations I've had. The ongoing partnership with Appetiser continues to evolve the product post-launch.
Next Project
Learna
