Cathay Pacific

2023

For design contest, Validated the need for events & experiences, Ideated based on current reality

Background

Cathay Pacific operates services to over 60 countries in 190 destinations. Customers now can book flights, hotels, flights+hotels, activities & cars through their holidays category powered by Expedia & Hertz. UXcel recently hosted a global design contest with a theme of designing a search & booking experience for discovering holiday events & experiences in customers’ preferred locations. After closely following Cathay Pacific for some time, I took this opportunity to design with the current reality in mind rather than another concept with fewer constraints. Due to time constraints, I only focused on events as an experience, Not the other categories.

Skills

User Interviews, Surveys, Competitive analysis, Effort/Impact matrix, Interaction Design, Prototype

Outcome

Conversion rates No.of bookings completed. I was shortlisted in the top 10% among 150+ global submissions. To scale/improve digital experiences in the future, My goal is to bring Expedia & Hertz experiences in-house & test them with 25% of the existing traffic, Since they both roughly charge 15%-25% of the airline's overall revenue for using their services. To improve continuously & evaluate the designs monitoring task completion rates & using a mixed-method approach at regular intervals including but not limited to usability testing & user interviews to serve a wider customer base may help in the future.

Team