Good ideas need evidence to gain buy-in. The project evolved significantly from the original concept. With limited APIs available, we had to use research findings and user quotes to demonstrate the value of the new direction and build confidence in the investment.

Designing for a new product can influence the broader ecosystem. Because this was a new experience, we established new colors, typography, and visual patterns. These decisions were later adopted across the redesigned AMA Travel website, extending the impact beyond the tool itself.

Constraints shape the experience. The tool was built within AMA’s existing website, which meant balancing a new, forward-looking experience with an older platform and its technical limitations. This reinforced the importance of designing within constraints while still pushing the product forward.

Designing an AI tool taught us to design for uncertainty and scale. We learned that AI recommendations need enough relevant results to feel useful, while accounting for variables like seasonality, destination, timing, and activity type. Not every destination or activity can produce the same number of valid recommendations.