I led the refreshed design of “My Bookings” – a single unified template that will be used across all airasia Superapp’s ecosystem Line of Businesses (LOBs). The new refreshed designs and rebranded name “My Orders” centralized all of airasia Superapp orders and bookings making it efficient for our guests while they enjoy the various services airasia Superapp offers.
New refreshed design have already shipped to over 800 million guests on the airasia Superapp platform.
Principal Designer in Charge
May – December 2022
AirAsia, renowned as the world's best low-cost airline for an impressive 14-year streak, underwent a significant evolution in October 2022. Transforming into "airasia Superapp," it not only retained its position as a certified Online Travel Agency (OTA) but also proudly secured a valuable travel agent license and the esteemed accreditation from the International Air Transport Association (IATA). Within this transformative context, I assumed the role of the Principal in Charge (PIC) for the Manage My Bookings platform experience. Guided by AirAsia's unwavering commitment to cost reduction, as demonstrated by its exclusive use of Airbus aircraft in its streamlined fleet, I've extended this ethos to redesigning bookings. My approach focuses on implementing a single, reusable template that can efficiently cater to all Lines of Business (LOBs), aligning with our airline's dedication to operational excellence.
The challenge at hand stems from the independent management of customer purchases within airasia Superapp and its diverse Lines of Businesses (LOBs), including Flights, Hotels, Hotels & Flights, Fresh, Food, Shop, Ride, Health, and IKHLAS. This decentralized approach has led to the inefficiencies of multiple bookings and purchases pages, resulting in increased development costs and time investments. Moreover, the demanding maintenance hours required by designers to navigate this intricate landscape have proven to be both time-consuming and stressful. Since AirAsia was primarily a flights company before the airasia Superapp transformation, the existing product is not optimized for users across these diverse lines of businesses, resulting in messy navigation and an inefficient customer experience. Addressing this issue is pivotal to optimizing the customer experience and streamlining operations within airasia Superapp.
We prioritize Mobile, our largest user base, followed by Web.
<aside> 🚀 Goal
This approach aims to simplify navigation, enhance usability, and make it easier for users to access and enjoy the various services offered within the airasia ecosystem, ultimately benefiting the users' overall experience.
<aside> 1️⃣ Cost Efficiency Hypothesis
A single template will reduce development costs and hours through streamlined design and maintenance processes.
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<aside> 2️⃣ Revenue Growth Hypothesis
Improving the My Booking experience will boost sales, increasing revenue by attracting and retaining more users.
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<aside> 3️⃣ Customer Satisfaction Hypothesis
Enhanced user experiences will lead to higher customer satisfaction, loyalty, and positive referrals.
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<aside> 4️⃣ Streamlined User Interface Hypothesis
The Archive page will reduce user frustration, enhancing satisfaction and usability.
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<aside> 5️⃣ Design Consistency Hypothesis
Implementing Design System v4.0 will improve design consistency, increasing user engagement and satisfaction.
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Introducing "My Orders" – a centralized feature that consolidates multiple bookings and orders across airasia Superapp and its diverse Lines of Businesses (LOBs), encompassing Flights, Hotels, Hotels & Flights, Fresh, Food, Shop, Ride, Health, and more. It provides users with a consistent and user-friendly experience by creating a single template, resulting in reduced costs and easier maintenance for the product and design team.
The agreed solution to develop.
We embarked on a quest to validate a set of hypotheses through user interviews and discussions with our Product Managers and Engineers. By engaging with 10 active users of the superapp, we sought to understand their interactions and engagement with the 'My Bookings' feature. Simultaneously, we delved into conversations with our internal teams to unearth the pain points involved in developing this crucial feature. Here were the insights: