Over the course of my work on the easyJet app, I contributed to numerous improvements and new functionalities, enhancing the overall experience for travelers while aligning design decisions with business objectives. Each update was driven by user insights and data, focusing on usability, accessibility, and seamless interactions to make booking and flight management effortless.
Collaborating closely with cross-functional teams, I helped introduce a scalable design system, ensuring consistency while accelerating feature development and reducing design and engineering debt. By leveraging research, A/B testing, and behavioral analytics, I refined key interactions that not only boosted engagement but also contributed to higher booking completion rates, increased ancillary revenue, and improved customer satisfaction.
Beyond enhancing usability, our design strategy was deeply tied to business goals—optimizing conversion funnels, reducing drop-off points, and creating intuitive upsell opportunities to drive revenue growth. While I worked on many impactful changes, one particular project stood out—both for me as a designer and for our users. In this case study, I’ll take you through that journey and the impact it had on both the customer experience and the business.
As part of my role at easyJet, I led the homepage redesign to create a more intuitive, engaging, and conversion-driven experience for travelers. The existing homepage lacked personalization, clear user pathways, and effective prioritization of key actions. The goal was to simplify navigation, improve content hierarchy, and enhance usability, ensuring users could easily book flights, manage trips, and access important travel information. This redesign was a strategic initiative aimed at aligning business goals with user needs, increasing engagement, boosting conversion rates, and driving ancillary revenue through better feature discoverability.
When I joined the easyJet team, one thing quickly became clear—our homepage experience wasn’t living up to the expectations of modern travelers. It felt cluttered, lacked personalization, and didn’t provide the right information at the right time especially on Adnroid. Passengers were frequently hunting for their boarding passes, struggling to find upcoming flight details, or feeling disconnected from their journey.
Before jumping into solutions, I took a step back to truly understand what our users needed. Through usability testing, customer feedback, and data analysis, we uncovered key frustrations. Travelers wanted instant access to essential information—boarding passes, flight updates, and booking details—without unnecessary distractions. Our research also highlighted that many users opened the app frequently in the days leading up to their trip, yet the experience didn’t adapt to their journey stage. To ensure alignment between user needs and business goals, I conducted a Design Studio workshop with stakeholders. This collaborative session helped us define key requirements, prioritize functionalities, and explore potential solutions while keeping both user experience and commercial objectives in mind. By bringing together different perspectives, we ensured that the redesign would not only enhance usability but also drive engagement and business value.
With these insights in mind, I set out to redesign the homepage with a clear goal: to make travel effortless.
We streamlined the interface, prioritizing real-time, dynamic content. If a passenger had an upcoming flight, that became the focal point—boarding passes, departure times, and gate updates surfaced immediately.
If they were planning a trip, the homepage seamlessly shifted to showcase relevant bookings, offers, and inspiration.
To enhance clarity and usability, we reduced cognitive load by refining navigation, simplifying language, and ensuring that every piece of information served a purpose. No unnecessary friction—just the right details at the right time.
To bring all of this to life, I worked closely with developers to ensure smooth interactions, optimized animations, and fast-loading components, enhancing both usability and performance across devices.
Redesigning the easyJet homepage was more than just a UI refresh—it was a deep dive into how travelers think, behave, and interact with digital products under real-world conditions. Here’s what I took away from the experience:
