My Role
I worked on the project as a freelance UX consultant. I led all matters related to the UX and UI design of the website. I brought along with me a UX Designer and a visual designer to help me deliver the final designs for the project.
Project Summary
Kalstar Airline came to me to help them revamp their website and online booking system. Their main issue was that their current website has an extremely high drop off rate, and despite having their own online booking system, virtually all of their online sales still comes from third-party ticketing platforms.
Our first course of action was to conduct a usability testing on their current website and found exactly what was causing the high drop-off rate and why customers prefer to book through third-party platforms. Along the testing, we also found out that even though Kalstar was the biggest airline in Borneo, customers can’t really see the value of choosing Kalstar over other budget airlines such as AirAsia and Lion Air to travel to Borneo.
We started the design process by doing some content mapping, conceptualizing some structure for the website using flows and wireframes.
Content Mapping
Kalstar Sitemap
Kalstar Desktop Wireframes
Kalstar Mobile Wireframes
We then proposed a design that we feel would eliminate the current frustrations in trying to book a flight on the website and also reiterate the value of flying with Kalstar by creating Adventure Borneo, a travel inspiration platform that connects directly to Kalstar’s booking platform.
Scope of Work
User Research
We did a usability testing with some of Kalstar's most loyal customers to have an idea of their current pain points when booking with Kalstar
UX/UI Design
Our UX design work includes; user journey map, content strategy, task analysis & user flows, wireframes & UI design
My Team
Finally, as always special thanks to the amazing people that help me with this project.
