Designing a culturally authentic mobile app curated experiences.

Situation

Kali Vazz, a local experience curator in Salvador, Bahia, in Brazil, needed a digital platform to share her intimate knowledge of the region with visitors. Tourists visiting Bahia often struggled to discover authentic local experiences, hidden gems, and essential safety information that only a knowledgeable local could provide.

The challenge was creating a platform that could capture Kali's personal curation style while serving both the practical needs of tourists (events, dining, safety) and their desire for memorable, authentic experiences.

Task

My objective was to design a comprehensive mobile application that would:

• Translate Kali's local expertise into an intuitive digital experience
• Create a platform featuring curated events, locations, restaurants, and essential tourist information including health and safety resources
• Develop a unique user engagement system through a "digital passport" concept for tracking personal experiences
• Design culturally authentic branding that honored Bahia's rich Afro-Caribbean artistic heritage
• Establish a visual identity that reflected both the natural landscape and vibrant cultural energy of the region

The core challenge was balancing functional tourist needs with an engaging, culturally resonant design that would differentiate Pelo from generic travel apps.

Action

Design Process:

• Conducted needs assessment sessions with Kali to understand her curation philosophy and target user requirements
• Performed independent research on Bahia's tourism landscape, cultural significance, and user behavior patterns
• Developed initial design concepts and wireframes focusing on intuitive navigation and content discovery

Iterative Development:

• Facilitated multiple feedback sessions with Kali to refine user interface elements and validate the digital passport concept
• Iterated on user profile functionality to create a meaningful experience tracking system
• Refined content organization to balance curated recommendations with practical tourist necessities

Cultural Research & Branding:

• Conducted deep research into Bahia's history and Afro-Caribbean artistic traditions
• Explored various cultural symbols and visual elements authentic to the region
• Developed multiple logo concepts before selecting an iconographic interpretation of Bahia's famous lighthouse as the primary brand mark

Visual Identity Creation:

• Selected a vibrant color palette connecting the natural green landscape with warm, energetic tones representative of local culture
• Ensured brand elements reflected both the natural beauty and cultural vibrancy of Bahia
• Created comprehensive branding guidelines that honored the region's artistic heritage

Result

Cultural Authenticity:

Created branding that genuinely reflects Bahia's Afro-Caribbean heritage through the iconic lighthouse logo and culturally resonant color palette

Comprehensive Solution:

Balanced entertainment and practical needs by integrating safety information with experience curation. The app serves as both a practical travel tool and a cultural bridge, connecting visitors with the true spirit of Bahia through local eyes.