The Challenge
Travel should feel exciting — yet packing often introduces unnecessary stress. Uncertainty around weather, activities and luggage constraints leads to overpacking, forgotten essentials and costly baggage fees. The opportunity was clear: introduce intelligence at the point of preparation. How might we simplify decision-making, reduce financial risk and create a seamless pre-travel experience that feels both helpful and commercially relevant?
The Idea
Pack It is an AI-powered packing assistant that transforms uncertainty into clarity. By analysing trip details, bag size, weather forecasts and planned activities, it generates a tailored packing list in seconds. The experience is intentionally lightweight. Users answer a few considered questions, select their luggage size, and receive a personalised list designed to fit both their trip and their space constraints. Pack It reframes packing from a stressful chore into a confident, guided experience — combining real-world utility with technology.
Credits
Lead UI
Rob Baughan
Senior UX Designer
Katie Townsend
UI Designer
Georgia Sutherland
Reframing travel preparation as an intelligent,
value-driven experience
Travel brands compete not only on price, but on perceived usefulness across the entire journey. Yet the pre-travel phase — particularly packing — remains underserved, often driven by stress, guesswork and financial risk.
Pack It introduces a new behavioural loop rooted in confidence, clarity and contextual intelligence. By embedding AI at the point of preparation, the tool transforms packing from a reactive task into a guided, personalised experience.
The experience reduces cognitive load, limits overpacking and introduces cost-awareness early in the journey. What was once guesswork becomes guided decision-making.
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A Simple, User-Centric Experience
Pack It is designed for ease of use. Users answer a few simple questions about their trip and choose their luggage size. This information fuels the AI to generate a tailored packing list. The user interface is clean, intuitive, and visually engaging, allowing travellers to navigate the process without confusion, and ensuring their packing list suits both the trip and available luggage space.
Preparation shifts from guesswork to guided intelligence — powered by context, not anxiety.
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Bringing Packing to Life with Motion and 3D Design
Motion and 3D objects make packing feel real. Just like organizing items in a suitcase, our dynamic interface lets users interact with objects that shift, fit, and arrange themselves—just like they would in real life.
Fluid animations guide the user through the process, creating an intuitive and engaging experience. This seamless blend of motion and 3D design transforms packing from a mundane task into a hands-on, visual experience, making preparation stress-free and fun.
The default platform design intentionally limits colour and form to black-and-pale geometry, focusing the user on task completion. By stripping away distractions, interactions feel deliberate, and the system communicates rules and boundaries naturally.
This minimalism is beautifully contrasted by the dynamic 3D design direction, creating a harmonious balance.
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Injecting fun through Design Direction
Mono-3D – a bold, modern design direction where monochrome squares hold 3D objects, reflecting how items are packed and organized. In Pack It, each movement, fold, and transition mirrors the act of packing—layers unfold with intention, guiding the user through the space.
Built for a UI hackathon, the site used Vercel for instant previews, fast deployment, and serverless functionality—letting us iterate quickly and deliver a polished prototype under tight deadlines.
The architecture was designed with scalability in mind, positioning Pack It as the first tool within a broader ecosystem of travel planning utilities — supporting collaboration, organisation and future feature expansion.
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