Redesign Airline Bundle Flow
Redesigned the bundle flow to clarify value, simplify choices, and improve the booking experience
Client
An airline known for connecting travelers across Europe with affordable fares and efficient service.
Duration
Total 1 year. This particular project 3 - 4 months
Role
Lead Senior Product Designer
Led two UX designers and collaborated closely with the product owner, UX researchers, and team of developers through weekly alignment and daily design iterations
Product
Website Desktop and mobile
Objective
To identify user behavior, pain points, and decision drivers through research and testing — then design a clear, intuitive, and persuasive bundle flow that improves both usability and conversion.
Challenges
Redesign the airline’s bundle selection experience - the part of the booking flow where users choose between Standard, Standard Plus, and Flexible/Essential packages.
The challenge extended beyond the visual layer:
+ Understand who chooses which bundle and why
+ Clarify bundle value and relevance in the booking journey
+ Improve seat selection interaction and relevant journey for bundled packages
+ Ensure a consistent experience across desktop and mobile
Process Overview
Discovery & Briefing
Defined project scope, goals, challenges, and technical constraints with stakeholders.
Competitor Analysis
Assessed airline industry standards and emerging UX patterns in bundle design and booking flows.
User Research & Usability Testing
Conducted 4 rounds of qualitative testing to validate hypotheses, uncover friction points, and refine decision flow.
Design Iteration
Collaborated with cross-functional teams to test and refine layouts, bundle hierarchy, and interaction models across desktop and mobile.
Outcomes
+ 18% increase in bundle selection rate after redesign, showing clearer understanding of package value.
+ 21% improvement in conversion rate for upselling from Standard to higher-tier bundles.
+ 30% reduction in user confusion (based on usability testing feedback and error rates).
+ 17% faster booking completion time, with fewer drop-offs during bundle and seat selection.
+ Improved cross-device consistency, leading to smoother transitions between desktop and mobile booking experiences.