Gini is a travel booking experience concept that aims to bring joy and personalization to the booking journey, by enabling people to explore holidays based on critically important emotional factors, allowing them to find holidays based on how they want to feel.
In many sectors, in our relentless move towards 'frictionless experiences', we've unintentionally created a homogeneous internet - a soulless place of cookie-cutter interfaces, where if we removed logos from screens, our audiences would be hard pushed to differentiate between brands.
This is certainly true within the travel industry, where the journey and components within it are almost identical.
There are, of course, arguments for the benefit of this, including Jakob Nielsen's law; “Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know.”
This law of familiarity encourages the use of well-known patterns in designing user interfaces to provide users with confidence in interacting with the interface.
In principle, we agree, but the idea has been misinterpreted and applied in ways that have prevented innovation and stifled creativity, ultimately removing the critical brand layer from experiences.