The Outcome
What we achieved
+
%
Improvement in look-to-book ratio
+
%
Special offers page click-through rate
+
%
Purchase value per booking
The Process
01. Market Scan
To ground each feature in strategic insight, I began with evaluating how other industry players addressed similar challenges, uncovering opportunities for differentiation while aligning to Air Canada's brand and user expectations.
02. Design Explorations
With insights in hand, I explored a range of design directions for each feature - rapidly iterating to balance user needs with business goals. This phase focused on quick testing of ideas, refining interactions, and validating concepts with designers and product owners.
The final phase was highly collaborative and iterative. I regularly presented evolving designs to director-level stakeholders across Product & Design, Brand, and Marketing teams at Air Canada, using their feedback to inform my design iterations and ensuring alignment and buy-in at every step.
01 Your Flight Benefits
Reimagining the Benefit Pill
Positioned just below the booking magnet, the original Benefits Pill had a limited role - prompting users to sign in to view their Aeroplan perks or promoting a credit card offer. With the redesign of the Homepage, we saw an opportunity to elevate this feature from a passive reminder to a dynamic, value-driven tool. Our goal was to surface personalized, actionable Aeroplan benefits directly within the booking flow - helping users make informed travel decisions without friction.
As the lead designer, I was tasked with transforming a compact UI element into a rich source of information - without overwhelming the user or compromising clarity. Balancing real estate constraints with the need to present multiple, nuanced benefits required careful prioritization, close collaboration with stakeholders, and a rigorous focus on hierarchy and interaction design.
The key to success lay in distilling complexity: identifying what mattered most to users, designing intuitive micro-interactions, and being careful to steer away from overloading the pill with content.
