With 12 million members worlwide, Asia Miles faced a high volume of (offline) hotline bookings instead of conversions through their website. This led to missed opportunities for further sales. They sought a new experience that reflected the all-round value of their offerings.
We used Design Thinking, in-depth interviews, and usability tests to research the end-to-end flight redemption process and understand our users' needs and pain points. I identified 41 distinct user journeys and developed an exhaustive set of wireframes to address the challenges we uncovered during research.
I then created developed UI designs with a focus on evoking emotions, instilling confidence, and prioritizing availability. Each of the 200+ screens for both desktop and mobile were audited against WCAG 2.0 guidelines to ensure they were compliant with the latest US regulation for airlines. They also had to align with the technical capabilities of Cathay Pacific's booking engine, and their business goals.
The results were outstanding! 79% increase in daily online bookings, 56% increase in online booking share compared to hotline bookings, 10% conversion rate from flight exploration to booking, 42% of online bookings made via mobile devices, 10x increase in upsell bookings, 44% fewer booking steps, and multiple awards at the Mob-Ex Awards 2019!
