Our early tests showed that travellers preferred guidance over discounts. They wanted one product that felt like a compass rather than a coupon book.
TripXOXO had strong partnerships and rich inventory across global cities but faced low engagement with bundled deals. Travellers struggled with: Choice overload: hundreds of offers created confusion Lack of clarity: real savings weren’t visible upfront Distrust: discount platforms felt transactional and noisy The challenge was to reframe the offering from “many deals” into a single, recognisable pass that inspires confidence and guides decision-making.
The CitySaver pin logo encodes both C and S with a navigation arrow, symbolising orientation and trust. Visual language and microcopy reinforce guidance at every touchpoint.
CitySaver reframed TripXOXO’s offers into a scalable product. One brand, many cities; a system that builds trust, drives adoption, and creates a foundation for global growth.
The outcome was a guided savings ecosystem that behaves like a travel companion. Each city pass is modular, recognisable, and supported by clear brand identity. Marketing and UX work together to show savings upfront and make the purchase decision effortless.
CitySaver wasn’t just about designing a pass, it was about proving that clarity drives adoption. By co-designing with TripXOXO, we transformed a fragmented deal marketplace into a guided savings ecosystem that travellers trust. From clutter to clarity: one product that shows value upfront and reduces decision fatigue. From discounts to guidance: a shift in narrative that made saving feel aspirational, not transactional. From local to global: a brand system flexible enough to scale seamlessly across cities and cultures. The outcome is a solution where design and strategy converge: a product travellers reach for instinctively, and a platform TripXOXO can expand with confidence.
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(2016-25©)
