Guestlogix

Passenger Journey 🤝 Travel Marketplace

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 AND RESPONSIBILITIES

  • 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
  • Creation of design system (case study coming soon)
  • UI design oversight across the platform
  • End-to-end design: user research, journey mapping, wireframing, mockups, handoff, etc.

PROBLEM SPACE

  • 0 to 1 web app design (brand new product)
  • More than a simple app, this must accommodate a user’s comprehensive journey with many touchpoints on a variety of devices throughout a vacation or trip
  • Many marketplaces and subsequently many different checkouts
  • Multi-tenant application that is whitelabeled to some degree
  • Disparate set of touchpoints (Connected travel happens has a huge variety)
  • Travel is an inherently complex and chaotic journey

Product Design Strategy

Thorough planning, systems thinking, user-centric design, and rapid iterative cycles are all key to building a good product in an early stage business. I employed these techniques by consistently running journey mapping/process mapping sessions, asking big-picture questions, and conducting design reviews early and often. Other strategies we kept top of mind:
One of many, many user flows.

Shop

Airlines wishing to sell products use the shop feature. 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 and Adventures

Compared to the shop, the experiences feature is relatively simple. These products are sourced from a variety of 3rd-party providers and follow a fairly standard checkout design.
Experiences list view and product detail page.

Navigation: Case Study

Determining the navigation style was one of many pivotal decisions. Considering factors such as complexity, usability, and scalability, we conducted user testing to build the best possible navigation.
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Link to case study→
Home page and navigation.