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Product Design

Visual Identity

Travel Tech

Travelers didn’t need to see their bag. They needed to act before takeoff.

Brand, app and landing page for a travel-tech startup in Buenos Aires

BagTag app: welcome screen and the bag search screen

Role

Product Designer. UX research, visual identity, UI, and the landing page, which I also built

Team

CEO (client side), Marketing Director, React Native developer. Sole designer

When

June - July · 2025

Status

Launched.

The problem

The market already knew where your bag was.

Six in ten of the 1,500 travelers we surveyed had already lost a bag or had one delayed. Half were afraid it would happen again.

The tools that existed answered a different question. AirTag and Tile tell you where your bag is, but AirTag only works inside Apple’s ecosystem, and neither was designed for luggage: they have no idea of a flight or an airline. Airline apps know about the flight, but not every airline offers tracking, and the ones that do scatter it across screens.

For the startup the question was sharper: in a market with AirTag in it, why would anyone pay for this?

Ten suitcases, six of them marked: six in ten travelers had lost a bag or had one delayed

6 in 10

travelers had already lost a bag or had one delayed

Survey of 1,500 travelers

What I found

The fear was about location. The pain was the claim.

I surveyed 1,500 travelers through QuestionPro and digital channels, interviewed frequent flyers, business travelers, backpackers and airlines, and benchmarked AirTag, Tile and airline tracking services.

The survey measured fear: half worried about losing a bag. The interviews moved the problem somewhere else.

What people dreaded wasn’t not knowing where the bag was. It was the lost-luggage claim: the queue at the desk after landing, the forms, the days of waiting.

Knowing the location only helps if you can do something with it.

Two more findings shaped the product. 40% said they would pay for real-time tracking. And some airlines had no tracking of their own, which opened a second customer: the airline, not only the traveler.

A suitcase drifting out of the tracking radar

50%

worried about losing a bag

Survey, 1,500 travelers

A phone tracking a bag live, next to a stack of coins

40%

would pay for real-time tracking

Same survey

15%

worried about damage to their things

Same survey

I turned the research into three personas, and each one set a single rule.

The business traveler

Flies twice a month. Set the bar for setup: no tutorials, no complex configuration.

The freelancer on a budget

Ruled out a monthly subscription, and asked for something that works on poor airport signal.

The occasional traveler

Flies two or three times a year. Added sharing the bag’s location with family.

Three decisions

More than 80 wireframes behind one flow. It branches on two questions: do you have an account, and have you registered a tag? Nothing else shows until both are yes.

Built for luggage, on any phone

Decided: a tag and an app that work the same on iOS and Android, built around flights instead of generic item tracking.

Why: the benchmark showed that ecosystem lock was the biggest limit of the strongest competitor, and a tracker that only works for iPhone users can’t be offered by an airline to all its passengers. Being luggage-only also let the product do what general trackers don’t: know which flight the bag should be on, and alert you when the bag is opened.

Discarded

Building on top of an existing ecosystem like Apple’s Find My, the fastest route to accurate location.

Report it before takeoff, from the same screen

Decided: the tracking screen answers one question: is my bag on my plane? If the answer is no, the button to report it to the airline is right there, before the flight leaves.

Why: research put the pain in the claim, not in the location. A map tells an anxious traveler where the bag is and leaves them to deal with it after landing. Moving the report to before takeoff turns the worst part of the trip into one tap, while the airline can still act on it.

If the bag isn’t on your flight, the report is one tap away: before takeoff, not at the lost-luggage desk.

Discarded

A live map as the main experience, the pattern every tracker uses.

1 · On your flight

The customer’s waiting room, camera off until needed

2 · Not on your flight yet

The customer watching the advisor’s shared screen

3 · Not found: notify the airline

Three steps to set up, and nothing before them

Decided: registering a tag takes three steps (name the bag, scan its QR code or type the code, done) and lands straight on the home screen. Until a tag exists, the home card itself invites you to add one.

Why: the business traveler set the bar: no tutorials, no complex configuration. Every extra screen during setup is one more reason to leave the tag in a drawer. The empty state does the tour’s job without adding a step.

Name, scan, done. The QR code is the fast path; typing

the code is the fallback.

Discarded

A guided onboarding tour that explains the features before first use.

1 · Name the bag

2 · Scan the QR code

3 · Registered

The result

I delivered the full design system, the MVP app UI across its core flows, and the landing page, which I designed and built in Webflow. A React Native developer built the app from these designs, and it launched. The CEO has since taken the product forward independently.

1 · Welcome

2 · Sign up

3 · Verify email

Confirmation screen with a one-tap rating

4 · Verified

Getting in: only the essential fields, validated as you type, and email verification without a detour

1 · Home, before a tag

2 · Home, one card per bag

3 · Settings

Everyday use: the empty home invites the first tag, and deleting the account sits in plain sight

The product was built for Spanish-speaking travelers, so the interface is in Spanish.

Design system

The foundations and components behind every screen of the app.

FOUNDATIONS

Color

Navy

#032556

Primary: text and actions

Cyan

#05C8FF

Brand accent: the logo

Sky

#89CEE1

Illustration and surfaces

Ice

#DFF7FB

Backgrounds

Slate

#50627C

Secondary text

White

#F7F7F7

Cards and screens

Typography

Basic Sans

Regular · Semi Bold

Display · Semi Bold

Con BagTag localiza tu maleta en tiempo real.

Title · Semi Bold

Registra tu tag

Body · Regular

Tu tag ha quedado registrado.

Label · Regular

Nombre completo

Logo

Iconography

3D icons for the landing page and marketing; the app uses the same shapes, flat.

COMPONENTS

Buttons

Buscar de nuevo

Registra tu tag

Primary, secondary and outline. One primary per screen.

Inputs

Nombre

4-digit verification code

Only the essential fields, validated as you type.

Tag card

Nombre de la maleta

Descripción de la maleta

Registered

Activa tu tag

Enlaza tu tag a tu cuenta, ubícalo en tu maleta y empieza a rastrearla

Empty state

Every screen in this case is assembled from these pieces.

The landing page, designed and built in Webflow. Scroll inside the frame to see all of it ↓

What I learned

Tracking is a commodity; acting on it isn’t.

The survey told us what travelers feared, but only the interviews showed where the fear turned into work, and that’s where the product had room to be different. If I did it again, I’d test the report-before-takeoff screen with travelers before designing the rest. 1,500 surveys told us what people fear, not whether they’d trust one button to file a claim for them.

Happy to go deeper on a call.

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