When I was working for Branchspace, my main project was to design a new e-commerce platform for Aegean Airlines, a prominent flight company based in Greece. During my employment, Aegean Airlines was undergoing a significant rebranding effort, extending to their entire fleet of aircraft. The company sought for improvements on their flight selection upsell, fare visibility, booking process, booking management and offers.
01
Aegean Airlines had established a strong reputation over the years, but their e-commerce platform was beginning to feel outdated. Modern travellers, used to smooth digital experiences in various sectors, often found the airline’s interface frustrating. The process of navigating fare options was confusing, frequently resulting in missed chances to secure the best deals. The booking experience itself seemed overly complicated, involving too many steps and unclear information, which led many users to abandon their purchases halfway through. The platform was also not optimised for mobile devices, making it even more challenging for travellers on the move to manage their bookings or explore flight options.
02
We completely transformed the platform to make booking a flight or managing a trip easy and fast, especially on mobile. For regular travellers, it became a quick, smooth process with fewer steps, while making upgrades and fare options clear and simple to choose from. We also added flexibility with miles redemption and cash combinations, so people could book the way that suited them best. The new design was functional, from the homepage through checkout, and by adding personalised offers and bundling options, we made the experience more tailored to each traveller, while helping Aegean boost its revenue. In summary, it was a platform built for today’s users, with the future in mind.
03
The project was quite complex, so we started by working with the Aegean team to condense a detailed business requirement document. To make things more manageable, we broke it down into sections, each with its own category ID for better organisation and easy reference. Every section explained clearly each journey, with user stories explaining how they fit into the booking flow. The acceptance criteria were essential in outlining what was needed to complete each task.
This document became the foundation of the entire project, guiding us through every phase. Given the various regulations involved, it also had to be approved by several teams before we could move forward.
04
User personas
The platform was designed to cater to a broad range of travellers. From families who need a simple and transparent booking process with clear fare comparison options and easy mobile management, to digital nomads who value flexibility, speed, and mobile convenience. Young professionals, seeking fast, efficient booking with minimal steps, loyalty perks, and an intuitive experience that fits their busy lives and self-made entrepreneurs, who want flexibility, premium upsell options like upgrades, and the ability to manage travel efficiently while getting value from their loyalty.
05
Concept
The initial concepts where all related to providing a flexible journey to the users while keeping it clear about all the steps on their journey while also empowering them to edit everything on the go, even if they need to go back on their journey. For that we decided to implement a progress bar from the moment the users selected their flight.
06
Wireframe explorations
In order to get to the right approach, we've tested multiple designs, from flight selection pages to fare options. With multiple concepts tested and wireframes explored we were able to refine the user journey until all the stakeholders were happy. Once we were aligned on the direction, we moved on to developing the UI, incorporating the elements we wanted while leaving out what didn’t work.
07
The new user interface was designed to align with Aegean Airlines branding, using their signature blues and whites to create a clean, modern look that felt trustworthy and familiar. We made sure key information, like fares and booking options, was easy to read on the UX approach we took during the wireframing phase. To ensure it resonated with Aegean’s customers, the company paired with a Greek company for user testing, as the airline wanted to test the experience in Greek. This helped us fine-tune the interface to make sure it felt intuitive and seamless for local travellers, staying true to the airline’s identity.
08
After extensive testing, we brought our concepts to life, while navigating the booking process on most airline websites was challenging, we innovatively improved this experience on the Aegean's booking process. The navbar transforms into a progress bar after users search for a flight. This not only provided users with a clear indication of their progress but also helped reduce churn rates and prevent booking mistakes.
09
After users select their outbound and inbound flights and proceed to the next step to input passenger information, they can effortlessly backtrack and make edits to their flights.
10
At this stage, we only ask for the user’s name and contact details, keeping it simple and straightforward. Due to regulations, we had to move this to be the second step, but we made sure to minimise any friction by asking for the rest of the passenger information later. There's no need for users to log in, which reduces any unnecessary steps, making the booking flow as smooth and frictionless as possible.
11
After choosing a flight, travellers are taken to a seat map, where they can easily see available seats, highlighted in different colours to show options like extra legroom or up front seats. Each seat has a clear price displayed on hover, so users can make informed choices right away. We made sure the interface was responsive and easy to navigate on both mobile and desktop, ensuring that selecting a seat is quick and the price is clear.
12
The Extras page is designed to feel like a virtual duty-free zone, offering travellers the chance to enhance their journey with additional services and perks. At this stage, users can easily add extras to their flights, such as additional baggage, fast track, sports equipment, or in-flight meals. The layout is clean and intuitive, with each option clearly displayed alongside prices, allowing travellers to personalise their experience without feeling overwhelmed. This page serves as a key moment for cross-selling, giving users the flexibility to upgrade their trip in just a few clicks.
13
At any point of the booking process, the users can view a detailed price breakdown overview of all selected flights and ancillary products, broken down to passenger segment level, including their respective prices and currency. This helps them clearly see the price of everything they add to their trip and also see information related to their flight like the aircraft, duration, or who operates the flight.
14
The car rental selection step offers travelers the option to book a rental car directly through the platform, making it easy to arrange transportation for when they arrive at their destination. Users can browse various car options, from economy to premium vehicles from partner rental agencies.
15
Payment selection
In the payment step, users see a clear summary of their selected products and passenger details, along with a variety of secure payment options like credit cards, PayPal, and online banking, all in their preferred currency. Registered users can easily use saved payment details or add new ones for future convenience. The Terms and Conditions are presented for confirmation, and users can opt into automated check-in or choose their boarding pass delivery method. Any applicable fees are clearly displayed, ensuring a straightforward and informed checkout experience.
16
Achievements
Since its launch in 2021, the platform has achieved significant milestones, including increased user engagement and a reduction in abandoned carts, indicating an intuitive and user-friendly experience. Customer satisfaction ratings have improved, with travelers appreciating the personalised options and seamless booking process. The implementation of dynamic pricing and bundled offers has boosted revenue per booking, while a rise in repeat bookings reflects growing loyalty. These achievements highlight the platform's successful adaptation to modern traveller needs and commitment to delivering a better user experience.
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