The AirSerbia website redesign represented a complete digital transformation for Serbia's national airline. This project aimed to create a world-class online booking experience that would compete with major European carriers while reflecting AirSerbia's brand identity and service excellence.
As lead designer, I orchestrated a comprehensive redesign that touched every aspect of the customer journey, from initial flight search through post-booking services and customer support.
The existing website was cluttered, slow, and difficult to navigate. Users faced a frustrating booking process with hidden fees, unclear flight information, and poor mobile responsiveness. The site's outdated technology stack limited functionality and made updates difficult.
Analytics showed that over 70% of users abandoned their bookings before completion, citing confusion about pricing, difficulty comparing flight options, and lack of trust in the checkout process. The mobile experience was particularly problematic, with tiny buttons and illegible text.
Through extensive user testing and competitive analysis, I mapped the ideal booking journey and identified opportunities to reduce friction. I created a design system that prioritized clarity, trust, and efficiency while maintaining AirSerbia's distinctive brand presence.
The solution included redesigning the search interface with intelligent defaults, creating clear comparison tools for flight options, and implementing a transparent pricing model. I also designed comprehensive account management features and a robust customer service portal.
The new website features a streamlined booking flow with real-time pricing, an intelligent search that remembers preferences, and a responsive design that works beautifully on any device. Advanced filters help users find the perfect flight based on price, duration, stops, and aircraft type.
I integrated comprehensive trip management tools, including easy rebooking, upgrade options, and special service requests. The site now includes detailed destination guides, travel tips, and a loyalty program dashboard that makes it easy to track and redeem miles.