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.

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

Attracting international financial resources

Focus on eco-tourism

Offering consultation and access to local information for foreign tourists before their trip

Building trust and a sense of security for foreign tourists traveling to Iran

Establishing direct communication between local guides and foreign tourists

A reference for expanding and producing accurate and up-to-date tourism information

Providing access to information in English for foreign tourists about Iran

Helping to provide more job opportunities and income generation in small towns and villages

Key challenges shaped the product direction and informed both research priorities and interface decisions.

Legal limitations: Awareness of regulations that may affect both tourists and local guides.

Accurate information sharing: Ensuring that information provided is reliable and correct.

Clear information differentiation: Distinguishing between essential information users need to know and additional details they may want to explore.

English as a second language: Recognizing that English may not be the primary language for all users.

Easy location searching: Facilitating straightforward navigation to find specific areas.

Tribal has a multilingual chat experience that automatically translates conversations for each user, using SLM + LLaMA to make communication across languages feel natural and seamless.

The design process started by identifying key challenges and criteria. This was followed by gathering information, brainstorming, creating user personas, and wire-framing.

The brand identity was then developed around Iran as the target market. Finally, the application prototype and user interface were created.

This model is derived from the Double Diamond framework, which consolidates these six stages into four key phases: Discover, Define, Develop, and Deliver.

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 model is derived from the Double Diamond framework, which consolidates these six stages into four key phases: Discover, Define, Develop, and Deliver.

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 Rose, inspired by the Iranian rose, and Persian Blue, drawn from the tile-work 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.

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.

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.

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.

Research Findings / Pain Points

Research Methods (Second stage): Secondary research and usability testing.

Research Findings / Pain Points:
Lack of easy access to other pages
Weather and emergency numbers for each city
Too many clicks required to return to main pages
Lack of information
Lack of travel history and information from previous guides
No access to past chats
Poor categorization for different sections
Difficulty in accessing the search page

List of color blindness tests from the app pages, from left to right:

Protanomaly: Makes red somewhat resemble green.
Deuteranomaly: Makes green somewhat resemble red.
Protanopia: Complete blindness to red-green colors.
Deuteranopia: Complete blindness to red-green colors.
Tritanomaly: Confuses blue-green, purple-red, and yellow-pink colors.
Tritanopia: Tritanomaly plus reduced brightness of colors.
Achromatopsia: Complete color blindness (total color vision deficiency).

Social Impact

The app lets locals share knowledge and earn income, giving travelers authentic experiences and creating a virtuous loop where tourism revenue supports ongoing cultural and environmental conservation.

Sustainable Impact

By promoting eco-tourism, the app helps protect fragile ecosystems and living traditions, from northern forests to central deserts, that mass tourism can threaten.

Tribal isn’t only about smoother trips.

It’s about empowering local voices and protecting what makes each place unique.