Emirates Digital Experience

Emirates Digital Experience

Client

Emirates

Year

2023

Role

Lead Product Designer

Redesigned the digital booking experience for one of the world's most recognised airlines, improving conversion rates and user satisfaction across web and mobile platforms.

The Challenge

Emirates needed a complete overhaul of their digital booking flow. The existing experience had grown complex over years of feature additions, resulting in high abandonment rates and user frustration across key touchpoints.

Approach

I led the end-to-end redesign, starting with comprehensive user research across five markets. We mapped the entire journey from search to post-booking, identifying pain points and opportunities at every stage.

  • Conducted 120+ user interviews across Dubai, London, Singapore, Sydney, and New York

  • Reduced booking flow from 9 steps to 5 while increasing upsell opportunities

  • Designed a unified component system used across web, iOS, and Android

  • Introduced real-time pricing transparency that reduced support calls by 34%

Results

The redesigned experience launched to 40 million annual visitors, delivering a 23% improvement in booking completion rate and a 15% increase in ancillary revenue within the first quarter.