When designing a product, it's tempting to assume what users want. But creating designs on real data really makes the difference. This is why to create something truly valuable, I needed real data. That's why I conducted a survey to understand travelers' needs before designing my travel platform. In this article, I’ll explain how I used that research to create an accurate user persona.

Step 1: Conducting the Survey

To collect insights, I designed a survey using Typeform and asked travelers key questions about their habits, frustrations, and expectations. Some of the most important questions were:

• How often do you travel? – To understand travel frequency.

• What type of trips do you prefer? – To identify different traveler profiles.

• How do you usually plan your trips? – To see what sources people trust.

• What’s missing in current travel platforms? – To discover gaps in the market.

• What frustrates you the most when planning trips? – To learn about common pain points.

Step 2: Analyzing the Data

After collecting responses, I analyzed trends and patterns. Some key insights included:

• Most travelers take 3-4 trips per year.

• Many prefer cultural and relaxation-based travel.

• Hidden places are important, with an average interest score of 7.9/10.

• Travelers rely on Google Maps, Instagram, and Booking.com for trip planning.

• The biggest frustrations include outdated travel information, a lack of hidden gems, and safety concerns.

Step 3: Creating the User Persona

Using this information, I developed Alex – The Hidden Gem Seeker, a persona that represents a key type of traveler who would benefit from my platform.

Alex – The Hidden Gem Seeker

• Age: 31

• Location: Mexico City

• Occupation: Freelance Graphic Designer

• Pronouns: They/Them

• Travel Style: Solo and Cultural Explorer

Background & Travel Habits

• Travels 3-4 times a year, often solo or in small groups.

• Loves exploring beyond touristy areas and seeks unique, local experiences.

• Uses Google Maps, Booking, and Instagram for trip planning.

• Looks for budget-friendly stays but prioritizes safety and authenticity.

Pain Points

• Struggles to find truly hidden places without spending hours researching.

• Feels most travel guides are repetitive and lack local perspectives.

• Worries about safety when traveling alone.

• Finds queer-friendly travel information limited in many destinations.

Needs & Expectations

• A reliable source for discovering underrated travel spots.

• Real-time travel advice from locals and experienced travelers.

• A smart trip planner that helps them stay on budget.

• A community to connect with solo travelers and find inclusive spaces.

Final Thoughts

By using real user research, I was able to develop a user persona that represents my target audience’s true needs. This process helped me design features that directly address common frustrations and improve the travel experience. Instead of guessing, I built a solution informed by real travelers, ensuring a stronger connection between my platform and its users.