Case Study
All of Trentino, one point of access on your smartphone.
Overview
Trentino is a destination with a dense offering: culture, nature, food and wine, wellbeing, sport, services for residents. A wealth of content that risked staying scattered across too many different digital channels. Trentino Marketing gave C22 an ambitious challenge: to give it a single digital home, for visitors and residents alike.
The task was to build a unified experience without losing what makes each service distinct. Discovering a cultural site, finding an outdoor activity or using a local service are actions that call for different logic and information. The goal was to bring these needs together in a simple, consistent journey, without exposing users to the complexity of the system.
C22 designed an app that brings the region’s offering and services together in a single point of access, with clear and consistent navigation paths. Alongside it sits an AI-powered Travel Assistant, which helps users discover Trentino and plan their stay around their own interests and needs.
20-second video without sound about the Mio Trentino app. The smartphone shows the Trentino logo and the captions “Un’app che integra tutti i servizi di MioTrentino” (an app that brings together all MioTrentino services) and “Esperienze, eventi, piatti tipici, arte e tanto altro” (experiences, events, local dishes, art and much more). Screens follow showing lake activities, traditional dishes and restaurants, linking the Trentino Guest Card for public transport, the travel assistant with the caption “AI Integrated Travel Planner”, journey planning with times and fares, useful numbers and nearby services.
Inside the experience
Mio Trentino shows how a solid design system, clear information architecture and a well-defined content hierarchy can bring together, in a single native app for iOS and Android, areas that would normally require separate vertical products. Reusable components and shared interaction patterns ensure continuity across the different sections, while geolocation makes it possible to prioritise content, POIs and services based on location and context of use.
From discovering events, cultural sites, outdoor experiences and food and drink, users move on to healthcare services, with real-time information on A&E waiting times, and to mobility, with up-to-date data on car parks, charging points, ski buses and shuttles. Users can also save favourites and access booking flows for activities and experiences directly in the app.
Every feature is just a few taps away, and the Trentino Guest Card is always available in digital form, ready to use at partner venues and experiences.
The digital pass
The Trentino Guest Card is a pass that offers free or discounted access to more than a hundred attractions and activities, including museums, castles and parks. It also allows free travel on local public transport and makes it easier to book a range of experiences.
Integrated directly into Mio Trentino, the card can be activated in a few steps, shared with your travel group and used at partner venues via QR code. It is always on your smartphone, ready to use.
Many digital guides stop at exploration. Mio Trentino natively integrates the Trentino Guest Card and reduces the fragmentation typical of the sector: the smartphone becomes the pass for the whole stay, from discovering the region to booking activities, through to integrated mobility and instant access to the card’s benefits.
Beyond the app
The Travel Assistant is an AI-powered chatbot that helps users discover Trentino and plan their stay. During the conversation it gathers interests, needs and preferences, answers questions and recommends places and activities. From this information it generates a tailored itinerary, ready to view and save.
The UX/UI design work focused on the interaction model and the interface, defining the conversational flows, the hierarchy of responses and the components used to present messages, suggestions and itineraries. Recommendations become browsable cards, selected content flows into the itinerary and favourites let users keep their choices without losing the context of the conversation.
The Assistant was conceived as a standalone, omnichannel service, not tied exclusively to Mio Trentino. Today it is available on both the Visit Trentino portal and the app. Its structure allows it to be extended to new digital channels and touchpoints across the region, such as information kiosks, keeping the same interaction logic and visual identity without redesigning the service from scratch.
Design system
To manage the variety of content and services in Mio Trentino, C22 developed a modular, extensible design system. Typographic hierarchies, colours, spacing, components, states and interaction patterns define a common language across the whole app.
On this foundation C22 designed the app screens, the detail pages for places, activities and services, the navigation patterns, the icons and the Travel Planner. Reusable components and consistent action hierarchies let users move from discovery to planning without having to learn a different way of working in each section.
The experience and interface of the AI Assistant were also designed from scratch, extending the Mio Trentino design system into the conversational dimension and ensuring consistency across app, portal and future touchpoints.
A single identity
Mio Trentino, the app developed by C22, is connected via Single Sign-On to the Visit Trentino portal, the Travel Planner and the other digital services in the ecosystem. A single identity lets users sign in to the app and move between services without creating separate accounts or signing in again each time, giving continuity to the whole experience.
Why C22
In a fragmented ecosystem, C22 designed a shared structure that connects the app, the portal and the Travel Assistant, preserving what is specific to each area and giving continuity to the experience.
The value of Mio Trentino lies in this method: simplifying complexity for users without impoverishing the system, and defining shared rules the project can grow on. The same method can be applied to other services and contexts.
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