Flair Airlines
Product Design, UX Research
How I improve air travel with Canada's top low cost carrier one booking at a time.
As one of two product designers in the Digital E-commerce team, I get to wear many hats in my day to day work. This opportunity allowed me to not only oversee new products from zero to launch, but also to provide a pixel-perfect delivery of an enhanced design system and build overall engaging and informative experiences for travellers.
Experiences flourish from a strong foundation, and in the context of a small team, it is crucial to have the most efficient toolkit on hand to build and iterate quickly. To achieve this, I dedicated regular time to reestablish the Flair design system to promote better accessibility, modularity, and consistency of our digital experiences.
Diagram of the Atomic Design Methodology sourced from UX Collective.
Utilizing the Atomic Design methodology and latest Figma enhancements, I first defined the semantic tokens to represent colour, typography, and spacing used across mobile and desktop platforms.
Having a flexible and consistent design system allowed the team to execute prototypes faster and identify opportunities for improvement in consistency within our shipped experiences. Additionally, I took on the responsibility of optimizing all existing landing pages and core email flows. Using the existing components as a base, I defined layouts and content rules for seamless CMS implementation for two distinct categories of pages.
Did you know Flair is Canada's most reliable airline?
Now you do, and the stats speak for the claims on the new Our Performance page assembled from concept to deployment in a record turn-around time of one week using the landing page structure templates.
Empowering travellers to help themselves.
Beyond highlighting the company's accomplishments, I continue to prioritize projects that recover and elevate our guest experience. One projects that takes the crown in both client impact and business value is the Flair Help Center, which I designed, prototyped, and developed responsively through simple CSS in a quick turn-around of two weeks.
Using the simplest components and identifiable iconography, I was able to consolidate the key customer inquiries previously taking up a high volume of our call center capacity. Having delivered the current MVP version of the solution, I continue working on the next phase of the service in collaboration with our Customer Experience team.
Always iterating, imagining, and redefining the future or affordable air travel experiences.
I was approached with the challenge of redesigning Flair's current seat booking experience in order to address outstanding usability issues and promote conversion through seat selection. The aim was to implement a simple, clear, and accessible solution to the mobile seat selection experience to encourage conversion, eliminate confusion, and elevate transparency around seat options and associated amenities.
I was approached with the challenge of redesigning Flair's current seat booking experience in order to address outstanding usability issues and promote conversion through seat selection. The aim was to implement a simple, clear, and accessible solution to the mobile seat selection experience to encourage conversion, eliminate confusion, and elevate transparency around seat options and associated amenities.
As a solo leading designer, I asked myself:
How might we promote conversion while providing a focused, friendly, valuable, and accessible customer experience when selecting seats in the mobile web booking flow?
In this early case study, I've completed user research, previously not available to the team, and identified levels of improvement for a high revenue-generating area of the booking funnel ranging from low-hanging fruit to major enhancements for usability. While the work remains conceptual due to budget and prioritization, it is only one of many examples of innovative, data-driven thinking I bring to the team.
My work in the airline industry has fulfilled my passion for travel and tapped into a new skilled set of designing e-commerce solutions in a complex and highly competitive service industry.