Booking flow redesign

The new booking flow introduces smarter defaults, clearer hierarchy, and dynamic personalization.

Travelers can now select, compare, and customize flights more intuitively — with real-time pricing and contextual guidance that adapts to their choices.

During user testing, the baggage step quickly emerged as one of the most confusing parts of the old booking flow. Travelers struggled to understand which bags were already included in their ticket type, which benefits came from their loyalty tier, and how to add or modify extra luggage. Many also didn’t realize they could convert a checked bag into sports equipment. This is an important detail for travelers bringing skis, bikes, or other oversized gear.

To solve this, we began by mapping all possible baggage scenarios and identifying overlapping rules between fare types and loyalty levels. From there, we redesigned the interface to make each traveler’s baggage visible and clearly labeled by default. Accordion panels let users expand to add, remove, or modify luggage, while special equipment options are grouped intuitively within the same context.

The result is a step that feels transparent and flexible. Travelers can now see at a glance what’s included and what’s extra, adjust bags according to their trip, and avoid the uncertainty that previously caused frustration and booking errors.

Seat selection continues to be one of the most common pain points for both airlines and travelers. During research, we noticed users repeatedly asking the same questions: Which seats can I actually choose? How much legroom do they have? What features are included? Which seats cost extra and how much? These uncertainties often led to hesitation, frustration, or missed seat selections altogether.

To address this, we focused on bringing clarity and guidance to the experience. We redesigned the seat map to make availability, pricing, and seat features instantly visible through clear color coding and tooltips. Users are now guided step-by-step through each leg of their journey, ensuring they don’t accidentally skip a segment or overlook a connecting flight.

The new design transforms what used to be a stressful step into a smooth and transparent process. Travelers can make confident, informed choices about their seats. This reduces errors and creates a more consistent, reassuring booking experience overall.

The travel extras step is one of the most complex parts of the booking flow—both for users and for the business. It’s where travelers can personalize their journey even further, adding everything from in-flight meals and lounge access to fast track, biofuel contributions, or traveling with pets. For the business, this step also plays a key role in driving ancillary revenue through upselling.

During our discovery phase, we realized that the complexity came from variation: available extras depend on the traveler’s ticket type, loyalty level, and even the regions their flights operate in. Certain meal options are exclusive to long-haul flights, while lounge access depends on the availability at specific airports. This meant we needed to design a system that was dynamic, personalized, and context-aware.

We introduced a tiered approach: quick-add recommendations based on personal data (such as membership tier or previous purchases) allow users to add popular extras instantly. For those who want deeper control, an expanded view reveals all available add-ons. To reduce friction, we also added the ability to apply selected extras across all flight legs with one tap—simplifying the process for travelers while increasing upsell opportunities for the business.

The result is a more intelligent, guided experience that feels personalized rather than overwhelming—helping travelers build the journey they want with confidence and ease.