BLINKOO
Engineering the Authentic Video Revolution
ROLE
Founding Designer
TIMELINE
2020 - 2022
TEAM
Team of 2 designers
NORTH STAR
What does success look like?
The Problem: The "Authenticity Deficit" In a market saturated with over-edited, aspirational content, 90% of consumers state that authenticity is the primary driver in their brand support.
Early research confirmed that while video dominates internet traffic (82% by 2023), Gen Z and Millennials were deserting traditional travel platforms for lack of "real" peer-to-peer insight.
The Success Framework: The mission was to build a platform where "Proof of Experience" was the currency. We defined success through three pillars:
THE VISION
"Anti-Assembly" Guidelines
I led the design of a guided upload flow that acted as a "Quality Gate". We didn't just ask for videos; we enforced a manifesto of Travel Realism.
Guided Constraints: We implemented a system that rewarded videos with little or no assembly, no added music, and environmental audio.
The Intent: By removing the "Influencer Filter," we created a moat of trust that TikTok and Instagram couldn't replicate.
Splash, Main feed, video detail pages
“We aren't building another social network. We are building a high-fidelity sourcing platform for human experiences"
GAMIFICATION
Turning Participation into Equity
To solve the "Engagement Churn" typical of travel apps, I designed a Rewarding System and Gamification framework.
Blinkoin Balance: Users earn "Blinkoins" for high-quality, categorized uploads.
The B2B Loop: These aren't "fake points." I integrated a voucher system allowing users to redeem Blinkoins for real-world travel credit on Airbnb, Booking.com, and TheFork.
Status Tiers: We implemented "Expertise Breakdowns" (Food, Accommodation, Sports) to turn users into verified Local Guides.
Rewarding system with discounts
“If a user shares their favorite hidden brunch spot, they shouldn't just get 'likes.' They should get their next meal paid for.”
ADVANCED FILTERING AND CATEGORISATION
Precision discovery: Searching by "vibe"
Traditional search (City > Hotel) is dead. I led the development of Advanced Search Options that allow users to discover by Activity, Country, or specific "Blinkoo Looks".
Metadata Mastery: Every video is tagged with accurate location data and keywords (e.g., "botanical garden," "trekking") to help other travelers replicate the experience exactly.
Booking integration: We didn't just show a restaurant; we integrated direct booking links into the video interface to shorten the distance between "Inspiration" and "Transaction".
Search and results feed
BACKOFFICE & SCALING
Designing the machine behind the App
The consumer app is only 50% of the product. I designed the Backoffice B2B Experience to manage the massive influx of UGC.
0-to-1 Design System: I created and maintained the blinkoo Design System to ensure "Pixel Obsession" during rapid scaling.
Category Management: Designed the internal tools for categorizing thousands of videos, ensuring the "Discover" feed remained premium and relevant.
Creator Backoffice experience
KEY TAKEAWAYS
Impact & Reflections
Growth: Secured blinkoo's position as a Top 10 Travel App in Italy.
Engagement: Achieved a 4.8-star App Store rating.
Validation: Secured €7+M in funding, transforming a "startup idea" into a travel-tech powerhouse.
Leading design at blinkoo from its founding days taught me that the best UX doesn't make things easier, it makes them more honest.
My parents still use paper maps, but at least they know they can ask me to find the most 'authentic' pasta.