GIHO
Preference-first Accommodation Platform Design
Brand
GIHO
Role
UX Researcher & Lead Designer
Industry
Creative & Digital Services
Summary
Existing booking platforms rely on price and location filters, ignoring the most important factor for modern travelers: personal taste. I designed GIHO, a preference-first accommodation platform that shifts from searching to curating, using behavioral data to match users with spaces that fit their aesthetic and lifestyle.
Context
The hospitality industry has moved toward an Experience Economy, where travelers seek emotionally meaningful stays. But OTAs haven't kept pace, still depending on logic-based filters that cause decision fatigue and ignore personal taste.
The Challenge
Build a platform that captures a user's unique taste profile and uses it to curate accommodations, replacing overwhelming filter systems with an intuitive, visually-driven discovery experience.
My Approach
Research revealed that travelers don't just choose accommodations based on comfort or price. SNS shareability was a significant decision factor. People want to stay somewhere worth posting. This insight reframed the design problem from utility to aspiration. For the interaction model, I chose a swipe interface because it's the most instinctive and intuitive pattern available. It also directly applies Hick's Law — by presenting one option at a time, decision time drops dramatically compared to traditional filter-based browsing. Less choice per moment, better decisions overall.
Solution
• Built PicTailor, a service that analyzes users' Instagram feeds to identify visual preferences and generate a personal Taste Profile, replacing lengthy surveys. • Designed a Tinder-style swipe interface to reduce decision fatigue, letting the system learn preferences in real time through intuitive interaction. • Established a visual-first UI system with a Rich Brownie and Clear Mint brand language, prioritizing image-centric layouts over text-heavy lists.
Impact
• Reduced decision time by applying Hick's Law to the swipe interaction. • Shifted from generic filtering to taste-based curation, enabling hyper-personalized discovery. • End-to-end design ownership from research thesis to high-fidelity UI delivery.
