What if there was a better way to book a flight? WHAT IF AIRLINES VALUED DIGITAL USER EXPERIENCE? In today’s digital world we value speed and simplicity. This is what enables one-click shopping and real-time updates on everything from world news to what your friend had for lunch. But somehow the potentially engaging activity of booking a flight is actually quite the opposite. What would an engaging airline site look like? WHAT IF AN AIRLINE WEBSITE PLAYED TRAVEL AGENT? The days of walking into a brick-and-mortar travel agency, and increasing the cost of your trip with related fees, are long gone. But that role of helpful advisor is now missing in the online travel space. What if an airline site offered me intelligent options to consider based on a small amount of information I provided? Intelligent Aware Suggestive It’s easy to know where the user is located. Why not offer them intelligent options that save them time and needless steps? Deals happen. Let’s offer the best possible prices in real-time, based on the user’s location and preferences. Users likely arrive with a particular intention. Along the way let’s encourage exploration by suggesting relevant options they may not have considered. Paris Berlin Vienna Sicily Simplicity is key. WHAT IF UTILITY WAS BEAUTIFUL, AND TIMELY? Third-party independent applications represent the current cutting-edge of time-based travel information feeds. For airlines to carve their own niche in this massive space they need to push the industry forward by setting an example based on beautiful utility. Agile, responsive interfaces offer quick and timely access to the most pertinent information at exactly the right time.
This is what today’s traveler wants, needs, and expects.
Timely Assistance When flight delays threaten connections, travelers need fast, reliable flight information. Let’s present that information in a clean, clear way for maximum utility.
Experience it in action. Think


Online Travel Booking, Reimagined.

According to J.D. Power, eighty-seven percent of travelers use the Internet for the bulk of their travel planning, yet the online booking experience offered by modern airlines is stuck in the 90s. We were inspired by the opportunity to bring progressive disruption to this massive marketplace.


We reviewed all major airline websites, and graded them against design and usability criteria including: information architecture, interaction design, messaging and visual design. The results were disheartening, so we launched an experiment to explore, “what if?”