UI / UX Design
Tribal
A new solution to promote eco-tourism in Middle Eastern countries.
IDA Design Awards
C²A Creative Communication Awards '25
D'24 Best of Best
Design Intelligence Awards
International Architecture & Design Awards
UX Design Awards#Artificial Intelligence#UX Research#Eco Tourism#App Design
Introduction
Traveling to Middle Eastern countries, particularly Iran, often presents unexpected challenges due to limited access to reliable local resources. This lack of accessible information can make decision-making difficult, potentially leading to considerable time and financial losses.
The app’s core objective is to empower the local workforce, particularly in small towns and villages, by facilitating international connections and creating local job opportunities.
The app’s core objective is to empower the local workforce, particularly in small towns and villages, by facilitating international connections and creating local job opportunities.
ProductApplication
What I didLogo design
User research & testing
UI Design
UX Design
User research & testing
UI Design
UX Design
My RoleUX Researcher, UI/UX designer
ToolsFigma, Figma jam, Adobe Photoshop, Adobe Illustrator
TimelineQ4 2022 - Q4 2024
Problem
The lack of decent work opportunities and economic investment in many Middle Eastern countries, particularly in small towns and rural areas, has contributed to economic stagnation and social challenges, leading to migration away from these regions. This project aims to address these issues by promoting eco-tourism as a sustainable solution. The proposed app focuses on creating job opportunities within local communities by encouraging environmentally friendly and culturally immersive tourism.
By connecting tourists with local guides, preserving ecosystems, and showcasing cultural heritage, the app fosters economic growth and social integration, empowering local populations and supporting reverse migration.
Our Principle
This project began with a focus on one of the United Nations' key goals: Decent work and economic growth. According to the UN, "Decent work means opportunities for everyone to engage in productive work that provides a fair income, workplace security, and social protection for families, along with better prospects for personal development and social integration." A continued lack of decent work opportunities, insufficient investment, and under-consumption lead to the erosion of the fundamental social contract that underpins democratic societies: the idea that everyone should benefit from progress.
Our Criteria
Design Process
2022 Dec
Start
Empathy
Research
Ideation
Brand Identity and UI Design
PrototypeReview outputs
First Design Sample
Dec 2023
Redesign
Usability Test
Color correction, pictograms and imagesDesigning other pages
Checking the pages in terms of coding
Consultation with specialists in the field of programming and international contracts
PresentationReview outputs
Color Blindness Test
Final Design
2024 Fall
The design process for this project consists of three main phases, moving from left to right: Understand, Explore, and Build. Each of these phases is divided into two sub-phases, which gradually guide the design toward its completion and final outcome.
This process is iterative, meaning that to achieve a satisfactory result and create a product that aligns as closely as possible with user needs, revisiting earlier stages and re-evaluating the design is inevitable. This approach not only allows for continuous improvement but also enables the identification and optimization of weaknesses, ensuring the final product meets user expectations and requirements.
This process is iterative, meaning that to achieve a satisfactory result and create a product that aligns as closely as possible with user needs, revisiting earlier stages and re-evaluating the design is inevitable. This approach not only allows for continuous improvement but also enables the identification and optimization of weaknesses, ensuring the final product meets user expectations and requirements.
This model is derived from the Double Diamond framework, which consolidates these six stages into four key phases: Discover, Define, Develop, and Deliver.
Persona
Max Thompson
- Age
- 28
- Gender
- Male
- Occupation
- Software Engineer
- Family status
- Single
- Location
- Berlin, Germany
- Travel Style
- Adventure & Culture Seeker
CautiousAnalyticalCurious
Personality
IntrovertExtrovert
AnalyticalCreative
Quote
“I want to explore Iran's rich history and culture, but I need to be fully prepared. Knowing where to go, whom to trust, and what to expect would help me feel at ease.”
Background
Max has always loved traveling to culturally rich and historically significant places. With a preference for destinations that offer unique experiences and lesser-known sites, he has traveled throughout Europe and Southeast Asia. He now wants to explore Middle Eastern countries, specifically Iran, because of its unique culture, ancient history, and breathtaking landscapes. However, Max is wary of travel challenges in unfamiliar regions.
Goals
- Explore Iran's Cultural and Historical Sites: Max wants to visit places like Persepolis, Shiraz, and Yazd and gain insights into the local culture.
- Find Reliable Local Information: Max is interested in understanding local customs, safety tips, and cultural norms to avoid misunderstandings or unintentional offenses.
- Plan a Safe & Well-Informed Trip: He aims to ensure his safety and minimize confusion by gathering as much reliable information about Iran as possible.
Challenges / Frustrations
- Limited Reliable Information: Max has difficulty finding up-to-date, trustworthy travel information specific to Iran, especially regarding cultural etiquette and safe practices.
- Safety Concerns: Due to media portrayals, he feels uncertain about safety and needs clarity on where to go and whom to trust.
- Language Barrier: Although English is widely spoken in some places, Max worries about communicating with locals and accessing reliable guides.
Preferred Sources of Information
- Travel Apps and Localized Platforms: Max looks for apps that offer localized insights into tourist destinations, cultural norms, and insider tips.
- Trusted Blogs & Travel Forums: He frequently reads blogs from travelers with firsthand experience in the Middle East and participates in travel forums.
- Official Tourism Websites & Safety Advisories: Max refers to official tourism sites for Iran and closely follows travel advisories for up-to-date information.
User Flow
Sign in/ Log in
Main Screen
Payment
CryptoHold (by Cash)
Explore
AllVillagesCitiesNatures
Search
ResultProfile of the PlaceLocal tour guidersA Local tour guiderProfile of a Local tour guider
Account
CommentsExperiencedMy FavoriteSettingsWallet
New Experiences
Profile of the Place
Popular Destinations
Profile of the Place
Profile of the Place
RulesTimeWeatherLocal tour guidersAdvisesSOS Phone Numbers
Make an appointmentSend MessageCall!
Brand Identity
Logo: Structure & Idea
Iranian designs are rich with curved lines and shapes, often abstracted from nature, especially flowers. This logo, inspired by traditional carpet patterns, has been created in a minimalist style. It represents a sprout enclosed within a square frame, resembling a tile.
Logo: Color
The logo design features two traditional Iranian colors: Persian Red, inspired by the Iranian rose, and Persian Blue, drawn from the tilework of Iranian mosques. Three shades of gray are used for the typography and surrounding elements to maintain a neutral tone, enhancing the clarity and focus on the form.
Application
Primary Colors
Persian BlueR: 28
G: 57
B: 187
Hex: #1C39BB
G: 57
B: 187
Hex: #1C39BB
Persian RoseR: 254
G: 40
B: 162
Hex: #FE28A2
G: 40
B: 162
Hex: #FE28A2
EigengrauR: 24
G: 26
B: 34
Hex: #181A22
G: 26
B: 34
Hex: #181A22
Secondary Colors
Rich BlackR: 16
G: 17
B: 20
Hex: #0F1114
G: 17
B: 20
Hex: #0F1114
Squid InkR: 37
G: 42
B: 53
Hex: #252A35
G: 42
B: 53
Hex: #252A35
Purple FogR: 94
G: 98
B: 114
Hex: #5E6272
G: 98
B: 114
Hex: #5E6272
Pastel LilacR: 186
G: 173
B: 198
Hex: #BAADC6
G: 173
B: 198
Hex: #BAADC6
Inter
Thin
A B C D E F G H I J K L M N O P Q R S T U V
W X Y Z
1 2 3 4 5 6 7 8 9 0
Light
A B C D E F G H I J K L M N O P Q R S T U V
W X Y Z
1 2 3 4 5 6 7 8 9 0
Regular
A B C D E F G H I J K L M N O P Q R S T U V
W X Y Z
1 2 3 4 5 6 7 8 9 0
Semi Bold
A B C D E F G H I J K L M N O P Q R S T U V
W X Y Z
1 2 3 4 5 6 7 8 9 0
Bold
A B C D E F G H I J K L M N O P Q R S T U V
W X Y Z
1 2 3 4 5 6 7 8 9 0
Black
A B C D E F G H I J K L M N O P Q R S T U V
W X Y Z
1 2 3 4 5 6 7 8 9 0
First Sample of Design
Initially, a comprehensive usability test was conducted to thoroughly evaluate the user experience. At the same time, all pages were meticulously examined for accessibility and potential coding issues that might arise in the future.
The color codes were optimized to enhance clarity and ensure design consistency, while static images on the pages were replaced with new visuals that align with the design objectives.
The color codes were optimized to enhance clarity and ensure design consistency, while static images on the pages were replaced with new visuals that align with the design objectives.
To further improve user accessibility, a menu featuring four icons was added to the bottom of the page. Lastly, the design of the intermediate pages was completed to ensure that navigation within the application is both optimized and user-friendly.
Multilingual Chat
This app uses SLM LLaMA technology to improve the user experience. The model combines a Structured Language Model (SLM) with LLaMA, Meta’s large language model, which gives it a deeper understanding of different languages and lets it generate accurate, meaningful text. This means users from different countries can get the information they need in their own language and communicate smoothly with others, making the travel experience more engaging and practical.
Color Blindness Test
Approximately 8% of men and 0.5% of women worldwide are affected by some form of color blindness. Conducting color blindness tests helps developers modify app designs so that all users, regardless of their visual abilities, can utilize them. By adhering to international standards such as WCAG (Web Content Accessibility Guidelines), applications can be made accessible to all users, including those with color blindness, thereby attracting a larger audience. For this reason, efforts have been made to use images and colors with appropriate contrast in page designs.
Examples of color blindness tests from the app pages, from left to right:
Examples of color blindness tests from the app pages, from left to right:
Awards
International Design Awards (IDA)
Honorable Mention, 2024
Honorable Mention, 2024
Design Master Prize
Best of Best (student), 2024
Best of Best (student), 2024
International Architecture & Design Awards
Platinum Winner (student), 2025
Platinum Winner (student), 2025
UX Design Awards
Nominee, 2025
Nominee, 2025
Creative Communication Award (C2A)
Best of Best (student), 2025
Best of Best (student), 2025
Design Intelligence Award
Honorable Mention, 2025
Honorable Mention, 2025
Next Project
CorpoMeter
Social Impact
Sustainable Impact