UX IMPROVEMENTS · TRAVEL

Primera Plus

Project summary

Duration: One month

Team: Product Design Lead, Front-End, Back-End and Project Leads

Role: UI Designer and UI Developer

Focus

  • Improve the onboarding and mobile UI.
  • Translate wireframes into development-ready designs.
  • Apply the established UI system and brand guidelines.
  • Deliver high-fidelity mockups for testing and handoff.

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Identifying a conversion obstacle

Analysis of the purchase funnel highlighted a passenger-category dropdown that users frequently misunderstood. Journey evidence and user feedback informed a clearer selection pattern for desktop and mobile.

Primera Plus insight analysisPrimera Plus customer journeyPrevious passenger category control

Final direction

The redesign made the selected discount and alternatives visible at once, reducing uncertainty before purchase and improving engagement with passenger-category fares.

Primera Plus redesigned fare selectionPrimera Plus interface solution
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