creative Director:
UI/UX Designer
matador network
agency:
Role:
Guidegeek AI Chatbot Backend Analytics Database & White Label Product
The Challenge
GuideGeek wasn’t just a chatbot—it was an entire ecosystem.
We needed to design a platform that could:
• Track chatbot usage across multiple messaging platforms
• Collect and visualize travel data in real time
• Allow live agents to step in when AI responses failed
• Support busy, mobile C-suite stakeholders who needed quick insights on the go
• Power a white-label chatbot product that tourism boards could embed into their own websites
The system had to balance complex backend data with an extremely simple interface.
At the same time, the external chatbot experience had to feel approachable, fun, and native to each destination brand.
GuideGeek is an AI-powered travel assistant that lives inside the messaging apps people already use—like WhatsApp, Instagram DMs, Facebook Messenger, and web chat. Instead of searching through blogs or booking sites, travelers can simply ask questions in chat and receive instant, personalized travel recommendations.
Behind the scenes, the platform collects valuable insights about how people travel: where users are located, where they want to go, and what kinds of experiences they’re searching for. These insights help tourism boards and travel organizations better understand real traveler behavior in real time.
My role focused on designing the internal platform used to manage the chatbot, as well as the white-label chatbot experience used by destination marketing organizations (DMOs) on their own websites.
Tourism boards could embed the GuideGeek assistant directly on their websites, giving visitors a conversational way to discover things to do in their destination.
I designed:
• The chatbot interface and interaction patterns
• Website chat widgets and pop-ups
• Card-based recommendation modules for attractions, restaurants, and activities
• Flexible UI components that could adapt to different brand colors and styles
This allowed destinations to offer a customized AI travel assistant while still running on the same GuideGeek platform.
White-Label Chatbot for Travel Brands
I designed a responsive web app that allowed the team to monitor:
• Daily chatbot usage
• User growth across messaging platforms
• Geographic data about where users were traveling
• Demographic insights and conversation trends
• AI performance and chats that required human intervention
Because many stakeholders were frequently traveling, the dashboard needed to be fully usable on both desktop and mobile devices. Key metrics were prioritized so executives could quickly understand platform performance without digging through complex data layers.
Visually, the interface balanced functionality with the brand’s playful personality by weaving GuideGeek’s signature yellow accents throughout an otherwise clean and minimal system.
Designing the GuideGeek Platform
The platform supported thousands of traveler conversations across multiple messaging channels and created a new way for tourism organizations to understand real traveler behavior.
GuideGeek became both:
• A travel discovery tool for users
• A data platform for destinations and tourism boards
The flexible white-label system allowed new destinations to quickly launch their own branded travel assistant without building the technology from scratch.
Outcome
GuideGeek also powered the travel decisions behind the documentary-style video series No Fixed Address, where the chatbot was used as the primary way to decide where to go and what to do while traveling.
→ View the project
