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?”