A re-imagined digital experience for a leading Canadian airline.
With the transition from its legacy site to a new, reimagined web experience, Air Canada looked to implement several key features that not only showcased differentiation of the airline's key products and service offerings, but would also help drive value for passengers across North America.
My Role
Working with a cross-functional team, I led the design of 3 key features for the new Air Canada Homepage:
Your Booking Benefits
Special Offers Banner
Hotels & Cars Offer Redemption
In addition, I pioneered the Design System set-up for the entire Air Canada Homepage Workstream, translating clients’ brand vision into scalable UI frameworks that elevated product consistency & user experience.
The Outcome
New vs. Legacy Site
The Process
01. Market Scan
To ground each feature in strategic insight, I began with evaluating how other airlines addressed similar challenges, identifying industry standards, and uncovering opportunities for differentiation aligned with 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 within the Design team.
03. Stakeholder Feedback
& Iterations
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.
