Itinerary Planning Is Complicated.

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Nutmeg.io build interactive map apps for Attractions around the world, helping our clients optimize their backend workflows and increase overall guest experience. However, while we found that our map apps do increase engagement, Guests are often overwhelmed by the number of experiences offered on the app and struggle to efficiently plan their day.

Lack of personalized guidance creates a fragmented guest experience.

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After conducting various interviews and usability studies, it became clear to me that Guests (our app users) were seeking a tool to help them navigate their experience in a more tailored way. The lack of this feature not only created a subpar guest experience, but also meant that our clients, the Attractions themselves, offered multiple services that were being underutilized.

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How can we help users make the most of their experience?

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Several brainstorming sessions and design thinking workshops later, my team came up with the idea of the AI Travel Agent. The plan was to build a new feature that would help Guests navigate the app and plan their visits, while allowing Attractions to reduce manpower and increase guest dwell time.

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The First AI Agent in the Attractions Industry

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With very little AI technology present in the attraction space, a huge amount of research and iteration went into building this feature from scratch. The concept was to create an in-app AI agent that used guest preferences and real-time data to make tailored recommendations, generate custom itineraries and execute standard actions like booking tickets. The challenge from a design perspective was designing an effective experience in a noninvasive and technically feasible way.

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Striking a balance between automation and user control.

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I collaborated simultaneously with our users and our engineering team to bring this feature to life. We wanted this agent to facilitate planning and encourage Guest engagement without bombarding them with recommendations or locking them into fixed intineraries. The final solution was slowly refined to ensure functional simplicity and maintain users' decision-making power.

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Beta Feature Launch (Project In Progress)

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This year, Nutmeg unveiled its Beta AI Travel Agent to a select group of clients, and the response has been overwhelmingly positive. As we continue to gather feedback and collaborate with our stakeholders, we’re committed to refining this feature to perfection. Our vision is clear: to lead the way as AI pioneers in the tourism industry, transforming the guest experience and setting new standards for innovation.

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