Challenge

Create a digital experience that reflects the premium service passengers get when flying with Cathay Pacific

Cathay Pacific was the Skytrax Airline of the Year and one of only five airlines in the world with a five star ranking.

Creating a digital product for their passengers, was one of several pieces of work that I led for Cathay Pacific.

For the mobile app, I led design teams in London and Hong Kong simultaneously as we planned the experience, conducted research on prototypes and developed all aspects of the product. I worked with a range of UX and UI designers, as well as technology partners and airline operations staff to create a compelling experience.

With our vision in place, we continued storyboarding and wireframing around different passenger moments such as booking, in-flight meals and arrival. In parallel, we also refined the visual language for the product.

Given the multi-cultural makeup of Cathay Pacific’s passengers, it was important all aspects of the product communicated in the way passengers would expect. We designed for several formats of date and time definition (English, Chinese, Japanese, Korean) as these elements are key for all travellers.

We created several prototypes of different product features - onboarding, booking, check-in and then evaluated these with customers throughout the design lifecycle of the programme. Prototypes were built using InVision as well as Keynote.