ARM Public proposal · dates and prices still to be confirmed
Venha Conhecer a Armênia — Designing a discovery experience
A digital experience made to turn a little-known destination into a journey of discovery.
A trip proposal live, with a pre-booking that charges nothing
ARMThe journey
From desire to a pre-booking, without promising what is not confirmed.
Screens of the live proposal (Sep 2026). The scenes with travelers are illustrations made with AI, labeled on the site itself.
Context
Artsakh Expeditions proposes cultural trips to Armenia in small groups, through Yerevan, Khor Virap, the Areni wine region, and Noravank monastery. For much of the Brazilian public, it is an unfamiliar destination.
Problem
How do you sell a destination the person may not yet know they want to visit — and do that before dates, prices, and services are defined?
My role
Together with Diego Sabino, through my studio OCTI: strategy, UX, UI, visual direction with AI, and development.
Decisions
Organize the itinerary into chapters, not days, making it clear that the chapters are not contracted days. A pre-booking that charges nothing and only collects preferences. Accessibility notes on each experience. Scenes with travelers generated by AI, always labeled, next to real photographs and the sources. An FAQ that answers clearly what is not defined yet.
Solution & artifacts
Screens and project details.
Before selling the trip, sell the discovery
The experience organizes the destination into five chapters — Yerevan, Khor Virap, Areni, Noravank, and the table — so the person can imagine the trip before it has dates and a price. And it says, at each point, what will still be defined: the transparency is part of the product, not of the footer.
- Discovery — an unfamiliar destination presented as a story, chapter by chapter.
- Culture — heritage, wine, and gastronomy connected by the same intention.
- Experience — a pre-booking that collects preferences, with no charge and no confirmed seat.
Desire, context, and trust
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Desire
- AI scenes, labeled
- inspirational chapters
- moments of the trip
Decision: picturing yourself there
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Context
- history and heritage
- wine in Areni
- the table and hospitality
Decision: understanding why each place matters
-
Trust
- accessibility notes
- services still to be confirmed
- a pre-booking that charges nothing
- FAQ
Decision: desire without a false promise
What we discarded
Problem
How do you sell a destination the person may not yet know they want to visit — and do that before dates, prices, and services are defined?
Qualitative result
Armenia presented as cultural, gastronomic, and historical experiences, with transparency about what is not confirmed yet.
Tensions
- Desire × transparency
- Inspiration × information
- An AI image × trust
Impact
An experience that presents Armenia as a set of cultural, gastronomic, and historical experiences, and is transparent about what is not confirmed yet. No commercial results published.
What I learned
In travel products, the design work often starts before the intention to buy: it starts by creating desire and context.