SIMPL is a digital platform designed to help visitors discover and experience destinations through personalised guidance delivered at interactive kiosks placed in tourist centres, hotels, and popular attractions.

As a UX/UI designer, I explored how to balance scalable personalisation with seamless mobility, aiming to create a solution that identifies visitor interests and provides real-time recommendations through a user-friendly, engaging interface.

I developed the logo and brand identity, established a design system, user interface and customised the integrated map’s aesthetic.

Following user flows, ideations, and initial wireframes, the user interface was implemented. In the second phase, several prototype variations were created for internal A/B testing, from which the team conducted testing in active tourist centres, helping to refine the solution toward a more targeted and context-appropriate experience.