AIr CANADA
BOOKING Flow
Flying to New Heights : Redesigning Air Canada’s Booking Experience. Case study completed during masters degree for design system course.
Flying to New Heights : Redesigning Air Canada’s Booking Experience. Case study completed during masters degree for design system course.
COMPANY
Year
2025
Industry
Air Transportation
Role
UX Research, Product Design
Overview
Air Canada is Canada’s national airline, serving millions of travellers worldwide. While its design system, Compass, provides a strong foundation, the current desktop experience lacks the clarity and refinement users expect from a premium airline.
Air Canada is Canada’s national airline, serving millions of travellers worldwide. While its design system, Compass, provides a strong foundation, the current desktop experience lacks the clarity and refinement users expect from a premium airline.
Air Canada is Canada’s national airline, serving millions of travellers worldwide. While its design system, Compass, provides a strong foundation, the current desktop experience lacks the clarity and refinement users expect from a premium airline.
This case study explores how the interface can be redesigned to deliver a seamless, trustworthy and intuitive experience that reflects the confidence and care behind the Air Canada brand.
This case study explores how the interface can be redesigned to deliver a seamless, trustworthy and intuitive experience that reflects the confidence and care behind the Air Canada brand.
This case study explores how the interface can be redesigned to deliver a seamless, trustworthy and intuitive experience that reflects the confidence and care behind the Air Canada brand.
Our Main Goal
Our Main Goal
to redesign Air Canada’s booking flow to feel intuitive, stress-free, and aligned with the brand’s identity.
to redesign Air Canada’s booking flow to feel intuitive, stress-free, and aligned with the brand’s identity.
to redesign Air Canada’s booking flow to feel intuitive, stress-free, and aligned with the brand’s identity.
Why It Matters
Why It Matters
booking should feel easy, not overwhelming. this redesign aims to bring clarity, confidence, and joy to the experience.
booking should feel easy, not overwhelming. this redesign aims to bring clarity, confidence, and joy to the experience.
booking should feel easy, not overwhelming. this redesign aims to bring clarity, confidence, and joy to the experience.
Key Focus
Key Focus
UX Design
UX Design
UX Design
UX Flow
UX Flow
UX Flow
Research
Research
Research
Wireframing
Wireframing
Wireframing
So, what’s the problem?
Air Canada users often struggle with their booking experience due to overwhelming navigation, inconsistent layout, and a lack of clarity in key actions such as seat selection, flight changes, and add-ons.
Air Canada users often struggle with their booking experience due to overwhelming navigation, inconsistent layout, and a lack of clarity in key actions such as seat selection, flight changes, and add-ons.
Air Canada users often struggle with their booking experience due to overwhelming navigation, inconsistent layout, and a lack of clarity in key actions such as seat selection, flight changes, and add-ons.
These issues lead to confusion, user frustration, and increased reliance on customer support. For travelers, especially those booking under pressure, unclear flows and disorganized information can result in booking errors or missed opportunities to customize their experience. Streamlining this process not only improves user satisfaction, it also increases loyalty and confidence in the airline.
These issues lead to confusion, user frustration, and increased reliance on customer support. For travelers, especially those booking under pressure, unclear flows and disorganized information can result in booking errors or missed opportunities to customize their experience. Streamlining this process not only improves user satisfaction, it also increases loyalty and confidence in the airline.
These issues lead to confusion, user frustration, and increased reliance on customer support. For travelers, especially those booking under pressure, unclear flows and disorganized information can result in booking errors or missed opportunities to customize their experience. Streamlining this process not only improves user satisfaction, it also increases loyalty and confidence in the airline.
Research
Comparisons
By analyzing other airline platforms and a variety of booking experiences, we were able to identify patterns, strengths, and usability gaps that helped inform our direction. These comparisons allowed us to fine-tune Air Canada’s flow with a clearer understanding of what users expect, and what frustrates them.
By analyzing other airline platforms and a variety of booking experiences, we were able to identify patterns, strengths, and usability gaps that helped inform our direction. These comparisons allowed us to fine-tune Air Canada’s flow with a clearer understanding of what users expect, and what frustrates them.
By analyzing other airline platforms and a variety of booking experiences, we were able to identify patterns, strengths, and usability gaps that helped inform our direction. These comparisons allowed us to fine-tune Air Canada’s flow with a clearer understanding of what users expect, and what frustrates them.
Porter
Porter
Porter
Porter’s website features a clean, minimalist homepage with emphasis on booking, loyalty program and comfort focused messaging. Their brand identity leads to premium booking experience even for short-haul flights.
Porter’s website features a clean, minimalist homepage with emphasis on booking, loyalty program and comfort focused messaging. Their brand identity leads to premium booking experience even for short-haul flights.
Porter’s website features a clean, minimalist homepage with emphasis on booking, loyalty program and comfort focused messaging. Their brand identity leads to premium booking experience even for short-haul flights.
elegant, premium feel
elegant, premium feel
elegant, premium feel
booking flow is smooth and straightforward
booking flow is smooth and straightforward
booking flow is smooth and straightforward
strong brand personality
strong brand personality
strong brand personality
promotes unique, all economy premium service
promotes unique, all economy premium service
promotes unique, all economy premium service
pay later option
pay later option
pay later option
Proves that smaller airlines can feel premium through good design and storytelling.
Proves that smaller airlines can feel premium through good design and storytelling.
Proves that smaller airlines can feel premium through good design and storytelling.
Lufthansa
Lufthansa
Lufthansa
Lufthansa’s booking experience reflects a legacy brand with an emphasis on clarity, reliability, and structure. The interface is logically arranged, catering to experienced travelers who value control and transparency.
Lufthansa’s booking experience reflects a legacy brand with an emphasis on clarity, reliability, and structure. The interface is logically arranged, catering to experienced travelers who value control and transparency.
Lufthansa’s booking experience reflects a legacy brand with an emphasis on clarity, reliability, and structure. The interface is logically arranged, catering to experienced travelers who value control and transparency.
clear step-by-step progression
clear step-by-step progression
clear step-by-step progression
consistent visual hierarchy
consistent visual hierarchy
consistent visual hierarchy
trustworthy, professional tone
trustworthy, professional tone
trustworthy, professional tone
detailed flight and fare breakdowns
detailed flight and fare breakdowns
detailed flight and fare breakdowns
flexibility and add-on options are visible early
flexibility and add-on options are visible early
flexibility and add-on options are visible early
Lufthansa shows how structure and clarity can build trust. Simplifying choices makes the experience more accessible for everyone.
Lufthansa shows how structure and clarity can build trust. Simplifying choices makes the experience more accessible for everyone.
Lufthansa shows how structure and clarity can build trust. Simplifying choices makes the experience more accessible for everyone.
airbnb
airbnb
airbnb
While not an airline, Airbnb’s booking experience can be assessed for its clarity, flow, and stress-free experience. It guides users through complex decisions like dates, filters, and policies with simplicity and visual ease. The interface is designed to feel personal and welcoming.
While not an airline, Airbnb’s booking experience can be assessed for its clarity, flow, and stress-free experience. It guides users through complex decisions like dates, filters, and policies with simplicity and visual ease. The interface is designed to feel personal and welcoming.
While not an airline, Airbnb’s booking experience can be assessed for its clarity, flow, and stress-free experience. It guides users through complex decisions like dates, filters, and policies with simplicity and visual ease. The interface is designed to feel personal and welcoming.
intuitive and linear booking flow
intuitive and linear booking flow
intuitive and linear booking flow
strong use of white space and calming visuals
strong use of white space and calming visuals
strong use of white space and calming visuals
emotional tone that feels friendly and human
emotional tone that feels friendly and human
emotional tone that feels friendly and human
joyful experience- not stressful
joyful experience- not stressful
joyful experience- not stressful
clear pricing breakdown and transparency
clear pricing breakdown and transparency
clear pricing breakdown and transparency
Airbnb proves that clarity, tone, and layout can transform a complex process into an enjoyable one.
Airbnb proves that clarity, tone, and layout can transform a complex process into an enjoyable one.
Airbnb proves that clarity, tone, and layout can transform a complex process into an enjoyable one.
Our updated Style Guide
Our updated Style Guide
Color
Palette
Color Palette
We’ve refined Air Canada’s colour palette to elevate brand identity and visual consistency. We replaced the previous blue UI accents with a confident, recognizable red that reinforces the Air Canada experience.
We’ve refined Air Canada’s colour palette to elevate brand identity and visual consistency. We replaced the previous blue UI accents with a confident, recognizable red that reinforces the Air Canada experience.
We’ve refined Air Canada’s colour palette to elevate brand identity and visual consistency. We replaced the previous blue UI accents with a confident, recognizable red that reinforces the Air Canada experience.
Typography
Figtree.
Figtree.
Figtree.
Air Canada uses Open Sans as their primary font.
We decided to use Figtree for clarity, legibility, and consistency.
Type alignment and hierarchy were improved for visual balance.
Air Canada uses Open Sans as their primary font. We decided to use Figtree for clarity, legibility, and consistency. Type alignment and hierarchy were improved for visual balance.
Air Canada uses Open Sans as their primary font. We decided to use Figtree for clarity, legibility, and consistency. Type alignment and hierarchy were improved for visual balance.
Imagery &
Visual Style
Imagery & Visual Style
The airline’s updated imagery reflects a more cohesive and emotionally resonant visual language. All visuals share a warm, softly lit atmosphere that evokes calm, curiosity, and sophistication.
The airline’s updated imagery reflects a more cohesive and emotionally resonant visual language. All visuals share a warm, softly lit atmosphere that evokes calm, curiosity, and sophistication.
The airline’s updated imagery reflects a more cohesive and emotionally resonant visual language. All visuals share a warm, softly lit atmosphere that evokes calm, curiosity, and sophistication.
Iconography
We streamlined the navigation bar by reducing the top-level menu
to five essential categories (excluding language and sign in), making
it more focused and easing user-engagement.
We streamlined the navigation bar by reducing the top-level menu
to five essential categories (excluding language and sign in), making
it more focused and easing user-engagement.
We streamlined the navigation bar by reducing the top-level menu to five essential categories (excluding language and sign in), making it more focused and easing user-engagement.
USer Personas
The Occasional Traveler
Julian Smith
Julian Smith
Julian Smith
Location
Location
Location
Age
Age
Age
Travel Frequency
Travel Frequency
Travel Frequency
Tech Comfort
Tech Comfort
Tech Comfort
Toronto
Toronto
Toronto
36
36
36
2-3x/Year
2-3x/Year
2-3x/Year
Mid-High
Mid-High
Mid-High
"When I'm booking a flight, I want the experience to be simple, clear, and stress-free, so I can confidently choose the best option and feel fully prepared with all the relevant details."
"When I'm booking a flight, I want the experience to be simple, clear, and stress-free, so I can confidently choose the best option and feel fully prepared with all the relevant details."
"When I'm booking a flight, I want the experience to be simple, clear, and stress-free, so I can confidently choose the best option and feel fully prepared with all the relevant details."
Goals
Book a round-trip flight with minimal hassle
Book a round-trip flight with minimal hassle
Book a round-trip flight with minimal hassle
Feel confident in selecting the best option
Feel confident in selecting the best option
Feel confident in selecting the best option
Receive clear confirmation and relevant details
Receive clear confirmation and relevant details
Receive clear confirmation and relevant details
Needs
Simplicity, clarity, and reassurance.
Simplicity, clarity, and reassurance.
Simplicity, clarity, and reassurance.
A straightforward, stress-free booking experience.
A straightforward, stress-free booking experience.
A straightforward, stress-free booking experience.
Clear information and a smooth, simple process.
Clear information and a smooth, simple process.
Clear information and a smooth, simple process.
Pain Points
Too many options can feel overwhelming
Too many options can feel overwhelming
Too many options can feel overwhelming
Unclear pricing or hidden fees cause hesitation
Unclear pricing or hidden fees cause hesitation
Unclear pricing or hidden fees cause hesitation
Feels unsure without instant confirmation
Feels unsure without instant confirmation
Feels unsure without instant confirmation
Dislikes pressure from timers or vague info
Dislikes pressure from timers or vague info
Dislikes pressure from timers or vague info
"When I'm searching for a flight, I want the process to be simple and reassuring, so I can explore my options with confidence and book without feeling rushed or overwhelmed."
"When I'm searching for a flight, I want the process to be simple and reassuring, so I can explore my options with confidence and book without feeling rushed or overwhelmed."
"When I'm searching for a flight, I want the process to be simple and reassuring, so I can explore my options with confidence and book without feeling rushed or overwhelmed."
The Business Flyer
Daniel Lee
Daniel Lee
Daniel Lee
Location
Location
Location
Age
Age
Age
Travel Frequency
Travel Frequency
Travel Frequency
Tech Comfort
Tech Comfort
Tech Comfort
Vancouver
Vancouver
Vancouver
27
27
27
10-15x/Year
10-15x/Year
10-15x/Year
High
High
High
Goals
Search for flights with speed and clarity
Search for flights with speed and clarity
Search for flights with speed and clarity
Feel confident exploring and comparing options
Feel confident exploring and comparing options
Feel confident exploring and comparing options
Avoid stress from timers or unclear choices
Avoid stress from timers or unclear choices
Avoid stress from timers or unclear choices
Needs
A simple, streamlined flight search process
A simple, streamlined flight search process
A simple, streamlined flight search process
Clear comparison between flight options
Clear comparison between flight options
Clear comparison between flight options
Reassurance and flexibility before booking
Reassurance and flexibility before booking
Reassurance and flexibility before booking
Pain Points
Gets overwhelmed by too many similar results
Gets overwhelmed by too many similar results
Frustrated by hidden details and poor filters
Frustrated by hidden details and poor filters
Dislikes rushed decisions caused by countdowns
Dislikes rushed decisions caused by countdowns
Needs clarity and calm during search, not chaos
Needs clarity and calm during search, not chaos
The Family Organizer
Chelly Cohen
Chelly Cohen
Location
Location
Location
Age
Age
Age
Travel Frequency
Travel Frequency
Travel Frequency
Tech Comfort
Tech Comfort
Tech Comfort
Montreal
Montreal
Montreal
41
41
41
1-2x/Year
1-2x/Year
1-2x/Year
Mid
Mid
Mid
"When I purchase my flight, I want to receive instant confirmation and have all the important details clearly available, so I can feel calm, confident, and fully prepared for my trip."
"When I purchase my flight, I want to receive instant confirmation and have all the important details clearly available, so I can feel calm, confident, and fully prepared for my trip."
"When I purchase my flight, I want to receive instant confirmation and have all the important details clearly available, so I can feel calm, confident, and fully prepared for my trip."
Goals
Finalize family travel plans with confidence
Finalize family travel plans with confidence
Receive confirmation and full trip info instantly
Receive confirmation and full trip info instantly
Avoid mistakes when booking for multiple people
Avoid mistakes when booking for multiple people
Needs
Instant clarity and reassurance after booking
Instant clarity and reassurance after booking
Easy access to confirmation and itinerary
Easy access to confirmation and itinerary
Trustworthy and transparent experience
Trustworthy and transparent experience
Pain Points
Gets anxious without immediate confirmation
Gets anxious without immediate confirmation
Hates digging through emails for flight info
Hates digging through emails for flight info
Dislikes vague details or post-booking confusion
Dislikes vague details or post-booking confusion
Needs to feel fully “done” after booking
Needs to feel fully “done” after booking
Wireframe Flow
Wireframe Flow
After wireframing the flows, we refined
them into high-fidelity screens.
After wireframing the flows, we refined
them into high-fidelity screens.
After wireframing the flows, we refined
them into high-fidelity screens.
Final
Insights
Final Insights
What Worked
Our redesign brought clarity and structure to the Air Canada desktop experience. By simplifying navigation, applying consistent visual hierarchy, and streamlining the user journey, we created a cleaner, more intuitive booking flow. These improvements directly addressed common friction points in the original interface and laid a stronger foundation for future scalability.
Our redesign brought clarity and structure to the Air Canada desktop experience. By simplifying navigation, applying consistent visual hierarchy, and streamlining the user journey, we created a cleaner, more intuitive booking flow. These improvements directly addressed common friction points in the original interface and laid a stronger foundation for future scalability.
Our redesign brought clarity and structure to the Air Canada desktop experience. By simplifying navigation, applying consistent visual hierarchy, and streamlining the user journey, we created a cleaner, more intuitive booking flow. These improvements directly addressed common friction points in the original interface and laid a stronger foundation for future scalability.
UX Thinking
While we didn’t conduct user testing, our decisions were grounded in UX best practices, competitive research, and a clear focus on usability. Every design choice, from button hierarchy to layout spacing, was made with intention, aiming to reduce cognitive load and center user needs throughout the booking experience.
While we didn’t conduct user testing, our decisions were grounded in UX best practices, competitive research, and a clear focus on usability. Every design choice, from button hierarchy to layout spacing, was made with intention, aiming to reduce cognitive load and center user needs throughout the booking experience.
While we didn’t conduct user testing, our decisions were grounded in UX best practices, competitive research, and a clear focus on usability. Every design choice, from button hierarchy to layout spacing, was made with intention, aiming to reduce cognitive load and center user needs throughout the booking experience.
What We Learned
This project reinforced the value of design systems in maintaining visual and functional consistency, the importance of style guides, user flows and wire-framing. We also learned that even without access to users, meaningful improvements can still be made through careful analysis, structured reasoning, and iterative collaboration.
This project reinforced the value of design systems in maintaining visual and functional consistency, the importance of style guides, user flows and wire-framing. We also learned that even without access to users, meaningful improvements can still be made through careful analysis, structured reasoning, and iterative collaboration.
This project reinforced the value of design systems in maintaining visual and functional consistency, the importance of style guides, user flows and wire-framing. We also learned that even without access to users, meaningful improvements can still be made through careful analysis, structured reasoning, and iterative collaboration.
What We'd Do Better
Moving forward, we would prioritize usability testing to validate our assumptions and gather feedback from a diverse user base. We’d also expand our focus on accessibility and explore how our solutions translate across different languages, user scenarios, and device types
Moving forward, we would prioritize usability testing to validate our assumptions and gather feedback from a diverse user base. We’d also expand our focus on accessibility and explore how our solutions translate across different languages, user scenarios, and device types
Moving forward, we would prioritize usability testing to validate our assumptions and gather feedback from a diverse user base. We’d also expand our focus on accessibility and explore how our solutions translate across different languages, user scenarios, and device types
