Jet SET AIRWAYS

Smarter Journeys Start Here. Personalized Travel, Powered by AI

  • Role: UX Designer & Researcher
    Project Type: Personal Project
    User Group: Frequent Travelers, Business Travelers, Digital Nomads
    Duration: 4 Months
    Tools: Figma, FigJam, Google Forms, Maze
    Skills Applied: UX Research · Wireframing · UI Design · Prototyping · Responsive Design · User Testing · AI Personalization

  • Design a seamless, AI-powered flight booking platform that delivers clarity, efficiency, and personalization cutting through the noise of traditional airline sites to give modern travelers a smarter, smoother experience.

  • Reduced booking time by 43%, increased user task success rate to 92%, and improved overall satisfaction by 60% during usability testing showing clear gains in efficiency, clarity, and user confidence.

  • User Interviews

    Affinity Mapping

    Card Sorting

    Competitive Analysis

    UX/UI Design

    Prototyping

    User Testing

  • Modern travelers face clunky interfaces, hidden fees, and limited personalization across booking platforms.

    Flight search is slow due to poor filters and outdated UI.

    Trip customization feels unclear, with vague options and surprise costs.

    Mobile booking lacks trust, leading to drop-offs.

    Travelers want a fast, transparent, and tailored experience but current tools fall short.

  • Led the end-to-end design process from user research and wireframes to high-fidelity UI and user testing to build a personalized, AI-powered booking experience.

  • Frequent travelers seeking a fast, intuitive flight booking experience

    Budget-conscious users looking for clear, upfront pricing

    Detail-oriented planners who want customization without confusion

    Travelers overwhelmed by cluttered airline websites

    Users who value personalization and want smart, AI-powered recommendations

Core Features

Personalized AI Itinerary Builder

After a quick quiz, users receive an AI-curated travel plan complete with flights, stays, and experiences personalized to their budget, preferences, and trip goals, all ready to book in one place.

Approach

User Interview Summary

Objective
Understand how travelers search, customize, and book flights, and validate the need for a more intuitive, AI-personalized experience.

Method
Conducted five remote 1:1 interviews with frequent and casual travelers. Sessions explored flight search habits, booking workflows, and frustrations around usability, transparency, and mobile reliability.

Key Insights

  • Cluttered interfaces slowed decisions by overwhelming users with poorly organized information.

  • Lack of personalization forced users to repeat preferences every time they booked.

  • Hidden fees created a sense of distrust, leading to booking abandonment.

  • Mobile experiences often lacked reliability, causing users to drop off mid-process.

  • Limited filters didn’t align with real user needs like layover time or comfort preferences.

Participants

  • Books often, dislikes cluttered UIs, struggles with comparing prices.

  • Travels monthly, values efficiency, frustrated by limited filters and hidden fees.

  • Seeks budget trips, finds customization confusing, wants clear cost breakdowns.

  • Freelance Photographer: Digital nomad, overwhelmed by repetitive steps, craves personalization

  • Abandons bookings due to slow load times and poor UX.

Competitor Analysis

To inform design decisions and uncover gaps, I conducted a competitive analysis of leading airline platforms focusing on booking flows, mobile usability, personalization, and loyalty features.

User Flow

Feature Set

Synthesized user insights into key themes to reveal pain points, user behaviors, and opportunities for innovation in the booking experience.

Affinity Map

Synthesized user insights into key themes to reveal pain points, user behaviors, and opportunities for innovation in the booking experience.

Goals

To meet user and business needs, I designed features that prioritize efficiency, clarity, and trust throughout the booking experience.

  • Streamline the JetSet Airways booking experience to increase conversions, build brand loyalty, and reduce operational costs through smarter flows, consistent UX, and automation optimized for both desktop and mobile.

    • Boost Conversion Rates: Improve search and checkout flow to reduce drop-off and increase bookings.

    • Strengthen Brand Loyalty: Deliver a consistent, seamless experience that brings users back.

    • Broaden Market Reach: Optimize for both desktop and mobile to serve varied user needs.

    • Reduce Operational Costs: Automate support (e.g., 24/7 chat) to cut reliance on human agents.

    • Fast & Flexible Search: Advanced filters and flexible dates simplify flight discovery.

    • Upfront Pricing: Transparent costs. No hidden fees at checkout.

    • Seamless Mobile UX: Smooth, reliable mobile booking and trip management.

    • Streamlined Check-In: Easy steps with mobile boarding passes built-in.

The Precision Planner

Meet Olivia, a tech-savvy frequent flyer who values speed, personalization, and a stress-free booking experience every time she travels.


  • Name: Olivia Carter
    Age: 35
    Occupation: Marketing Manager
    Location: New York City, NY
    Travel Frequency: 6–8 trips/year

    About
    A frequent traveler for both work and leisure, Olivia values a smooth, digital-first travel experience. She uses tech tools to plan efficiently and expects speed, clarity, and personalization.

    Pain Points

    • Limited filters make flight search inefficient

    • Slow, unresponsive booking flows

    • Confusing check-in and mobile boarding pass issues

    • Lack of personalization in flight options

    Goals & Needs

    • Find best flights quickly with smart filters

    • Customize travel from search to seat

    • Book smoothly with zero friction

    • Rely on mobile for check-in and boarding

    • Understand costs clearly upfront

    Technical Proficiency

    • Experienced with travel apps and online booking

    • Comfortable managing itineraries digitally

    Preferred Features

    • Advanced filters and flexible dates

    • Transparent pricing and clear seat selection

    • Reliable mobile experience

    • Options for personalization and add-ons

    Interests & Hobbies

    • Exploring new cities and cultural spots

    • Travel photography

    • Visiting art exhibitions

Design Process

Low Fidelity Wireframes

The design process evolved from low-fidelity wireframes to refined, insight-driven iterations, using user feedback and testing to shape a seamless, intelligent booking experience.

UI Kit Designed to Move

Crafted to support a seamless flight booking journey, this UI kit blends bold typography, intuitive travel-themed icons, and a streamlined color palette to evoke clarity, confidence, and ease throughout the experience.

High Fidelity Wireframes

User Testing Summary

Objective
Validate the functionality, flow, and clarity of the high-fidelity prototype from AI quiz to personalized itinerary to booking.

Participants
5 users representing solo travelers, family vacationers, and young professionals who value personalization and efficient planning.

Key Insights

  • Flow Clarity: All users completed tasks independently; described the experience as easy to follow and well organized

  • Feature Recognition: Users appreciated the AI-powered itinerary and ability to book seamlessly

  • Booking Confidence: Payment process was described as clear and secure

  • Minor Feedback: Users requested more visual indicators for selected items, but it didn’t impact usability

Methods

  • Moderated remote sessions via Zoom

  • Scenario-based walkthroughs

  • Post-task surveys to assess clarity and satisfaction

Takeaways

  • The interface enabled smooth, end-to-end task completion

  • No major usability issues were identified

  • The prototype is user-aligned and ready for development

Reflection

JetSet began with a question:
How can we make travel planning seamless by combining flights and personalized experiences?

By focusing on an AI-powered trip planner, I unified a fragmented process into one intuitive flow. Starting with low-fidelity wireframes helped prioritize clarity. Usability testing uncovered what travelers found overwhelming and what built trust.

This project sharpened my ability to turn user pain points into actionable strategy grounded in research, guided by empathy, and designed for real-world use.

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