Flight Experience Redesign
(Client)
Hello Travel
(Team)
Product Manager, CTO, Front-end developer, Transport & Operations Director, Purchasing and Tourism Production Director
(My role)
Product designer
(Problem statement)
Hello Travel’s existing flight booking model created significant friction for two distinct user segments, leading to a drop in conversion rates:
For 'Flight-Included' users: A rigid "one-size-fits-all" model. Flights were restricted to Paris with no choice of schedule or departure city, and details were only shared weeks before departure, making logistics (trains, hotels) a nightmare for travelers.
For 'Land-Only' users: A high-risk waiting game. Travelers had to wait for group confirmation before booking flights. If confirmation came late, airline prices often became prohibitive.
The Goal: Transition from a rigid packaging system to a flexible, real-time flight integration that empowers users to customize their journey from the start.
Discovery & Research
(User research & discovery)
I conducted one-on-one interviews with past and prospective travelers to map out their anxieties and decision-making drivers.
Key Insight: The "hidden" cost of a trip isn't just the package price; it's the logistical stress of coordinating connecting trains and the fear of fluctuating flight prices.
(Stakeholder co-creation workshops)
Flight booking involves heavy operational constraints. I facilitated co-creation workshops with the internal Air Operations team at Hello Travel to:
- Understand the technical limitations of real-time flight APIs.
- Align business requirements with user needs for flexible departures.
- Define the "Happy Path" for a seamless booking flow.
The Design
Results
(Key outcomes)
- Increased Conversion Rate: By allowing users to book flights instantly with guaranteed prices, we significantly reduced the drop-off rate of "Land-Only" travelers.
- Reduced Operational Load: Automating the flight selection process reduced the number of support tickets from travelers asking for flight details or requesting custom departures.
- Expansion of Reach: Opening departures to regional airports (beyond Paris) made the trips accessible to a much wider audience across France and Europe.
(Retrospective)
- Earlier Technical Deep-Dive : We faced several UI adjustments during development due to API constraints.
- Designing for Scalability (The "No Flight" Option) : The "No Flight" option was excluded from V1 and added six months later, requiring a significant flow redesign.
(Takeaway)
- I would now conduct a deeper technical audit of third-party APIs earlier in the wireframing stage to ensure the design is 100% data-compatible from day one.
- I’ve learned to "future-proof" the Information Architecture. Even if a feature is MVP-excluded, the core flow should be built to accommodate it later without friction.
(Let's get in touch)