In partnership with VisitAntwerpen, our team was tasked with reimagining Antwerp’s value proposition for an 18–24 demographic—a group that values authenticity, budget flexibility, and spontaneous experiences, but feels hesitant about traditional urban tourism.

Antwerp Unseen is a physical installation that showcases prompts with emotional value, getting locals to share their stories, leaving young urban travelers with an exclusive and intimate look into Antwerp.

As UX Lead on this collaboration with VisitAntwerpen, I directed the end-to-end design strategy to reframe Antwerp as a top destination for hesitant Gen Z travelers (ages 18–24). I led mixed-methods user research to pinpoint key friction points—like budget unpredictability and decision fatigue and so on—and translated those insights into intuitive user flows, information architecture, and interactive prototypes. Through stakeholder workshops and iterative testing, I validated our core digital solutions, achieving an 82% concept success rate with the target demographic.