Guestlogix Web

Travel Ancillaries Web Platform

The Guestlogix platform is a B2B2C product for airlines to generate ancillary revenue. This platform extends an airline’s reach with their passengers - from suggesting helpful products for travellers planning before their trip to experiences after they touch down in their destination.

MY ROLE

  • Sole product designer for the early stages and later, senior product designer mentoring a junior designer
  • Leading the design strategy, managing stakeholders and advocating for the user
  • UI design oversight across the platform
  • End-to-end design: user research, journey mapping, wireframing, mockups, handoff

PROBLEM SPACE

  • 0 to 1 web app design
  • Must accommodate a user’s comprehensive journey with many touchpoints on a variety of devices throughout a trip
  • Many marketplaces and subsequently many different checkouts. For example: First-party onboard products like airline food or snacks; 'pick and packed' first-party goods like duty free items; or third-party experiences and services like tours, rideshare, or car rentals.
  • Multi-tenant application that is whitelabeled
  • Travel is inherently complex and chaotic, resulting in a wide variety of user touchpoints

Product Design Strategy

Thorough planning, systems thinking, user-centric design, and rapid iterative cycles were all key to success building this early stage product. I employed these techniques by running journey mapping/process mapping sessions and conducting design reviews early and often. Other strategies we employed:
One of many user flows.

Shop

The shop is customer facing and provides first-party products for sale In addition to a standard e-commerce experience, the shop has additional complexities:
Detailed case study coming soon.
Shop list view and product detail page.

Experiences

Experience products are sourced from a variety of 3rd-party providers. Seasonality and destination are important factors and are data points used to personalize recommendations for the user.
Experiences list view and product detail page.