Flair Airlines
Optimizing Conversion Through User-Centric Design
HIGHLIGHT
Redesign Flair Airlines' mobile booking experience to increase conversion rates and create a more intuitive, seamless user journey that aligns with the brand's strategy for growth. This was presented as a comprehensive design challenge to demonstrate research methodology, design thinking, and strategic problem-solving skills during the hiring process.
ABOUT PROJECT
Flair Airlines, as a low-cost carrier, needed to maximize digital conversion while maintaining operational efficiency. The existing mobile experience was creating friction in the booking funnel, directly impacting revenue and user satisfaction. I redesigned Flair Airlines' mobile booking experience as a 4-day design challenge during a UX/UI designer interview process. The project required demonstrating end-to-end design thinking from research to implementation strategy.
MY ROLE
- Conducted competitive analysis and heuristic evaluation of existing mobile experience
- Synthesized research insights into actionable design opportunities
- Developed user journey maps and information architecture
- Created wireframes and high-fidelity prototypes for core booking flows
- Presented strategic recommendations with projected business impact
CHALLENGE
How might we redesign Flair Airlines' mobile booking experience to reduce conversion friction while maintaining brand consistency and building user trust in a competitive low-cost carrier market?
With mobile traffic accounting for 60%+ of airline bookings, poor mobile experiences directly impact revenue. Users expect seamless, fast booking flows that work flawlessly on mobile devices, especially for price-conscious travelers comparing multiple airlines.
DEFINING PROBLEM
Framing the right question: Understanding what prevents users from completing mobile bookings successfully.
The challenge focused specifically on mobile conversion optimization, but required understanding the broader context of low-cost carrier positioning, user expectations, and technical constraints within a 4-day timeline.
CONTEXT
I focused on travelers booking domestic Canadian flights through mobile devices. These users are typically price-sensitive, comparison shopping across multiple airlines, and expecting quick, transparent booking processes.
DISCOVER - COMPETITIVE ANALYSIS
After establishing the project scope, I conducted systematic analysis of competitor mobile experiences to understand industry standards and identify differentiation opportunities.
I analyzed 4 major airline mobile websites (WestJet, Air Canada, Ryanair, Porter) focusing on booking flow efficiency, authentication patterns, information hierarchy, and mobile-specific interaction design.
USER INSIGHTS
Based on app store reviews, industry research, and heuristic evaluation, I identified three primary user types:
DESIGN STRATEGY
Increase conversion through friction reduction and trust building.
Users abandon mobile booking flows due to authentication barriers, information overload, and lack of confidence in the process. My strategy focused on creating a streamlined, transparent experience that builds trust while reducing cognitive load.
- Mobile-first interactions - Design for thumb navigation and one-handed use
- Progressive disclosure - Reveal complexity only when needed
- Trust through transparency - Clear pricing, progress, and policies
- Seamless guest flow - Enable booking without forced registration
DESIGN - INFORMATION ARCHITECTURE & USER FLOWS
I mapped the current booking flow and redesigned it to eliminate unnecessary steps and decision points. The new architecture reduced the booking process from 11 to 9 core steps, also reducing the amount of decision points by 32%.
Additionally, we explored and refined our app essential features, through initial sketches and brainstorming, incorporating insights from user interviews and competitor analysis. These steps helped us create a user-centered design that set the stage for effective wireframing and prototyping.
DESIGN - WIREFRAMING AND TESTING
Created low-fidelity wireframes focusing on information hierarchy and interaction patterns. Tested core user flows through scenario walkthroughs to identify potential usability issues before high-fidelity design.
Through these sessions, we observed how users interacted with the proposed features, identifying pain points and areas for improvement. By prioritizing user needs, we developed a seamless and intuitive experience for WeaUp, laying a strong foundation for the app.
SOLUTION
A mobile-first booking experience that prioritizes speed, clarity, and user confidence.
The redesigned experience uses progressive disclosure, streamlined authentication, and mobile-optimized interactions to create a booking flow that feels native to mobile devices while building trust in the Flair Airlines brand.
MAIN FEATURES
Clinside revolutionizes clinic management by streamlining appointment scheduling, organizing medical data, and maintaining detailed consultation histories.
SUCCESS CRITERIA
MY TAKEAWAYS
User research validation was crucial even within tight timeline constraints.
Initially, I focused heavily on competitive analysis and industry best practices. However, validating assumptions through app store review analysis and user scenario testing revealed specific pain points unique to low-cost carrier mobile experiences, particularly around trust building and pricing transparency.
Mobile-first design requires different thinking than responsive design.
This project reinforced that truly mobile-optimized experiences aren't just about making things fit smaller screens – they require rethinking interaction patterns, information hierarchy, and user mental models for mobile contexts.
Design challenges benefit from strategic constraint acknowledgment.
Working within a 4-day timeline taught me to balance thoroughness with efficiency, focusing research efforts on highest-impact insights while still demonstrating comprehensive design thinking.
