Customer engagement
UX direction, research lead
Mobile · Booking
2018
The challenge
During a brand update, the airline Widerøe asked us to design a new booking experience — a completely new online presence to grow revenue from bookings and ancillary sales.
Through better UX and self-service, the client wanted more bookings made online and higher overall satisfaction, and the solution had to flex to the airline industry's complex technical environment and internal workflows.
The approach
I focused the design on the devices closest at hand — tablets and mobiles — while keeping it responsive for desktop too.
I briefed the team to make the experience fast, simple and fluid: once a user is in a flow such as booking a flight, they're never pulled into another, like a hotel or car, mid-process.
The goal I set was ultimate convenience — streamlining every interaction and intelligently anticipating user needs.
The outcome
We delivered a personalised experience that surfaces the right information at the right point in the journey.
It anticipates the user's intent, pre-selecting sensible options while leaving them free to change course.
Forms complete themselves from stored user and location data, and personalised, suggestive interactions act as a booking assistant that stays with the user throughout.