SUMMARY : Airline Booking & Travel App Experience Redesign
SUMMARY : Airline Booking & Travel App Experience Redesign
Service UX · Product UX · CX Journey Design
Service UX · Product UX · CX Journey Design
Embedded Files
My Role
My Role
Service Designer (Booking Decision Journey)
Service Designer (Booking Decision Journey)
Analysed traveller decision behaviour and redesigned the booking journey so users could understand options and commit with confidence
Project Focus
Project Focus
Improve booking completion by redesigning how travellers compare options and make decisions — turning a complex booking flow into a clear decision journey
The Problem
The Problem
Travellers could not easily compare flights
Fare differences and inclusions unclear
Too many decisions presented at once (seats, baggage, timing, deals)
Cost transparency appeared late in the process
Impact: decision fatigue, uncertainty, and booking abandonment
What I Changed
What I Changed
Structured comparison before selection
Surfaced total price and inclusions early
Grouped information to reduce cognitive load
Guided users step-by-step through booking
Clarified baggage, seat and deal options
Designed booking flow and interactive prototype
Result
Result
Interaction validation (evidence) → Interactive booking prototype
Clearer understanding of fare options and total cost
Reduced decision fatigue during booking
More confident purchase commitment
Booking journey supports decision-making rather than information interpretation
Key Insight
Key Insight
In high-choice environments, users don’t abandon because of price — they abandon because of uncertainty
Designing comparison and transparency enables commitment
DETAILS:
Enhancing Airborne UX:
Enhancing Airborne UX:
UI Innovation in Focus
UI Innovation in Focus
Company Name
Airborne Airlines Inc.
Background
As a UX researcher collaborating with AirBorne Airlines, Reeya aims to expand on the UX research conducted and complete the UI design of their website.
The research has focused on identifying the market need for an airline that emphasises ultra-comfortable, economical flights. Reeya has undertaken various tasks, including desk research, user interviews, ideation, concept design, user testing, and low-fidelity wireframing to validate the attached wireframes. With the concept now validated, the website is ready for its next iteration. Drawing from the insights gained during the initial UX research, Reeya is prepared to deliver a compelling UI that enhances the overall user experience of the website.
Where
Melbourne, Australia
What
Apps & Website Creation
Why
Portfolio project
When
End of 2023
Role
Designer
Category
Airlines
Pictures
Pexels, Unsplash
Competitor
Competitor
In the crowded Asia-Pacific airspace, Garuda Indonesia, Qantas, and Virgin Australia are key rivals for AirBorne, competing for the same passengers on overlapping routes between Australia and Indonesia. They vie for loyalty through pricing, service quality, flight schedules, and loyalty programs. Ultimately, the airlines offering the best in-flight experience, digital engagement, and brand reputation will prevail.
Competitor's UI Strengths
Competitor's UI Strengths
User-Friendly Interfaces: All airlines prioritise user-friendly interfaces, ensuring ease of navigation and understanding.
Efficient Booking Process: Clear and streamlined booking processes across all airlines facilitate quick and easy transactions.
Modern Design (Qantas & Virgin Australia): These airlines offer sleek, modern designs that enhance the user experience.
Focus on Functionality (Garuda Indonesia): This airline prioritises clear and functional UI elements, ensuring user needs are met efficiently.
Competitor's UI Weaknesses
Competitor's UI Weaknesses
Outdated & Inconsistent: Qantas's UI feels dated and lacks consistency across platforms (website vs app) compared to the others.
Information Balance: Garuda Indonesia struggles with information overload, while Virgin Australia may lack depth with its simpler approach. Garuda Indonesia might also miss essential information.
Performance & Updates: All airlines could improve app performance, particularly regarding real-time updates and alerts that might be slow or unreliable.
Reeya's mission is to ensure AirBorne Airlines stands out by creating a user-friendly, engaging app and website that attracts and retains passengers, helping the airline soar above the competition.
Objectives And Goals
Objectives And Goals
Benchmarking
Benchmarking
Reeya's comprehensive analysis of existing airline apps provided valuable insights to guide the development of a successful app for Airborne. This analysis gave her a clear understanding of the competitive landscape.
This knowledge allows Reeya to identify opportunities for differentiation, as her benchmarking revealed areas where the Airborne airline app can stand out.
Personas
Personas
"Understanding our customer needs is the key to our success"
Reeya's deep understanding of user personas's behaviour and pain points forms the foundation for a successful customer-centric strategy for the Airborne airline app. This analysis allows her to tailor the app's features to user needs and preferences, creating a positive user experience.
The Design
The Design
Moodboard
Moodboard
To intrigue people's desire to travel and inspired the beauty of Indonesia, Reeya used its natural colours to develop Airborne’s mood board and brand palette. She incorporated luxurious touches of gold to psychologically convey that the airline offers comfort and first-class service.
Design System
Design System
App Flow Diagram
App Flow Diagram
A Glimpse of Airborne App
A Glimpse of Airborne App
UI Presentation and Mock Up
UI Presentation and Mock Up
Click the 'Play' button to explore the project presentation overview, then delve deeper into the Design Process using the 'Step-by-Step UI Process' button. Please note that while navigating the app prototype on FIGMA, not all functions are fully operational. To uncover active features, simply click on the areas shaded with shadows.
This case study represents Reeya's hours of design thinking. Do you have any insights to share?
Let's collaborate!
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