Thai Airways
Project Overview
Year
/ 2023 - 2025
Industry
Aviation
Scope of work
/ Web Responsive / End-to-End Product Redesign
Challenge
Approach
Observation & Research
Observations from social media and experiences with other airlines
Observation & Research
Observations from social media and experiences with other airlines
Customer-Focused Approach
Validation of Customer Journeys, User Personas, Prioritize Requirements
Customer-Focused Approach
Validation of Customer Journeys, User Personas, Prioritize Requirements
Prioritized Requirements
Clear approach to prioritize Design Considerations and Experiences
Prioritized Requirements
Clear approach to prioritize Design Considerations and Experiences
Thai Airways
Project Overview
Year
/ 2023 - 2025
Industry
Aviation
Scope of work
/ Web Responsive / End-to-End Product Redesign
1
Outdated Content and Design
In the aviation industry, travelers must stay updated on requirements and regulations; accurate, current information is essential, as outdated content can lead to mistrust.
2
Scattered and Cluttered
Scattered & cluttered elements across multiple screens lead to decreased engagement, as users struggle to find information and are less likely to make bookings or inquiries.
3
Inconsistent Design Elements
Over the years, the ecosystem has developed hundreds of screens and features, but its lack of design consistency makes navigation difficult for users.
Observation & Research
Observation & Research
Observation & Research
CLEARLY IDENTIFIED PROBLEMS
Early observation and research uncovered several foundational usability issues within the existing Thai Airways website. These challenges impacted clarity, navigation, and consistency across key user journeys.
Alongside our analysis of the existing website, we identified clear usability gaps. Through competitor research focused on key touchpoints such as the homepage and booking flow, we uncovered a major insight: the absence of a destination section on the homepage. This element was consistently present across competitor platforms and highlighted a critical opportunity to better support early-stage trip exploration on the Thai Airways site.
Observation & Research
Observation & Research
COMPETITOR ANALYSIS
I helped conduct an in-depth analysis of direct and experience-based competitors focused on must-have features on airline website some examples such as the Homepage, Booking and Payment Flow.
FLOW A
FLOW B
Observation & Research
Observation & Research
SOCIAL MEDIA OBSERVATION
As Thai Airways embodies Thai culture and holds national significance, it’s a brand that many Thai people feel personally connected to. This strong connection has led the public to actively share opinions on the airline’s direction, decisions, and areas for improvement across various social media channels.
This provided a valuable opportunity to gather broad user feedback and pain points early on, offering initial insights into the product before conducting more in-depth research!
Challenge
Approach
Observation & Research
Observations from social media and experiences with other airlines
Customer-Focused Approach
Validation of Customer Journeys, User Personas, Prioritize Requirements
Prioritized Requirements
Clear approach to prioritize Design Considerations and Experiences
Approach
1. Observation & Research
Observations from social media and experiences with other airlines
1. Observation & Research
Observations from social media and experiences with other airlines
2. Customer-Focused Approach
Validation of Customer Journeys, User Personas, Prioritize Requirements
2. Customer-Focused Approach
Validation of Customer Journeys, User Personas, Prioritize Requirements
3. Prioritized Requirements
Clear approach to prioritize Design Considerations and Experiences
3. Prioritized Requirements
Clear approach to prioritize Design Considerations and Experiences
Observation & Research
Observation & Research
CLEARLY IDENTIFIED PROBLEMS
Early observation and research uncovered several foundational usability issues within the existing Thai Airways website. These challenges impacted clarity, navigation, and consistency across key user journeys.
1
Outdated Content and Design
In the aviation industry, travelers must stay updated on requirements and regulations; accurate, current information is essential, as outdated content can lead to mistrust.
2
Scattered and Cluttered
Scattered & cluttered elements across multiple screens lead to decreased engagement, as users struggle to find information and are less likely to make bookings or inquiries.
3
Inconsistent Design Elements
Over the years, the ecosystem has developed hundreds of screens and features, but its lack of design consistency makes navigation difficult for users.
Observation & Research
COMPETITOR ANALYSIS
I helped conduct an in-depth analysis of direct and experience-based competitors focused on must-have features on airline website some examples such as the Homepage, Booking and Payment Flow.
Alongside our analysis of the existing website, we identified clear usability gaps. Through competitor research focused on key touchpoints such as the homepage and booking flow, we uncovered a major insight: the absence of a destination section on the homepage. This element was consistently present across competitor platforms and highlighted a critical opportunity to better support early-stage trip exploration on the Thai Airways site.
FLOW A
FLOW B
Observation & Research
SOCIAL MEDIA OBSERVATION
As Thai Airways embodies Thai culture and holds national significance, it’s a brand that many Thai people feel personally connected to. This strong connection has led the public to actively share opinions on the airline’s direction, decisions, and areas for improvement across various social media channels.
This provided a valuable opportunity to gather broad user feedback and pain points early on, offering initial insights into the product before conducting more in-depth research!
As Thai Airways embodies Thai culture and holds national significance, it’s a brand that many Thai people feel personally connected to. This strong connection has led the public to actively share opinions on the airline’s direction, decisions, and areas for improvement across various social media channels.
This provided a valuable opportunity to gather broad user feedback and pain points early on, offering initial insights into the product before conducting more in-depth research!
Customer-Focused Approach
Customer-Focused Approach
VALIDATION OF CUSTOMER JOURNEY (USER INTERVIEWS)
As part of the research team, I conducted user interviews to understand travel behaviors and experiences across airline platforms. We used a think-aloud protocol to capture real-time insights, pain points, and decision-making.
Key activities included:
Moderated user interviews
Think-aloud testing to surface usability issues
A dry run to refine structure and timing
A consistent question framework around travel and purchasing behavior
As part of the research team, I conducted user interviews to understand travel behaviors and experiences across airline platforms. We used a think-aloud protocol to capture real-time insights, pain points, and decision-making.
Key activities included:
Moderated user interviews
Think-aloud testing to surface usability issues
A dry run to refine structure and timing
A consistent question framework around travel and purchasing behavior
After the sessions, insights were synthesized through thematic clustering, allowing us to:
Identify recurring patterns
Surface edge cases
Translate findings into clear design priorities
After the sessions, insights were synthesized through thematic clustering, allowing us to:
Identify recurring patterns
Surface edge cases
Translate findings into clear design priorities
Requirement Prioritization
Requirement Prioritization
Evidence-Led UX Decisions
Building on insights from our user interviews, we identified the features and experiences with the greatest potential impact. By combining qualitative feedback with quantitative data patterns, we prioritized the most pressing needs to present to the client, enabling us to plan project sprints with clarity and purpose.
Building on insights from our user interviews, we identified the features and experiences with the greatest potential impact. By combining qualitative feedback with quantitative data patterns, we prioritized the most pressing needs to present to the client, enabling us to plan project sprints with clarity and purpose.
The top 3 main factors in which participants voted as the most important factor in choosing a flight to fly to their destination:
The top 3 main factors in which participants voted as the most important factor in choosing a flight to fly to their destination:
Price
“Economy is fine as it’s a short flight for biz trip in HK ...I don’t want to explain to the company’s finance dept. why the ticket is expensive”
Khun Oat
0%
0%
A close second is ‘Price’ which half of participants (50%) voted as one of the most important aspect
0%
0%
‘Price’ which half of participants (50%) voted as one of the most important aspect
0%
0%
Half of participants voted as one of the most important aspect
Facility & Service
“Port of departure wise Suvarnabhumi is close to my house so I will prioritize”
Khun Taen
0%
0%
‘Facility’ and ‘Service’ is also a factor which some user take into consideration with a tie at (30%) third place
0%
0%
Facility’ and ‘Service’ is also a factor which some user take into consideration with a tie at third place
0%
0%
A factor which some user take into consideration with a tie at third place
Direct flight
“I don’t like switching planes, I’d rather pay more for direct flights because it is so tiring”
Khun A.
0%
0%
The leading factor which customer voted as one of the most important aspect
Direct flight
“I don’t like switching planes, I’d rather pay more for direct flights because it is so tiring”
Khun A.
0%
0%
The leading factor which customer voted as one of the most important aspect
The top 3 main factors in which participants voted as the most important factor in choosing a flight to fly to their destination:
Price
“Economy is fine as it’s a short flight for biz trip in HK ...I don’t want to explain to the company’s finance dept. why the ticket is expensive”
Khun Oat
0%
0%
A close second is ‘Price’ which half of participants (50%) voted as one of the most important aspect
0%
0%
Half of participants voted as one of the most important aspect
Facility & Service
“Port of departure wise Suvarnabhumi is close to my house so I will prioritize”
Khun Taen
0%
0%
‘Facility’ and ‘Service’ is also a factor which some user take into consideration with a tie at (30%) third place
0%
0%
A factor which some user take into consideration with a tie at third place
Direct flight
“I don’t like switching planes, I’d rather pay more for direct flights because it is so tiring”
Khun A.
0%
0%
The leading factor which customer voted as one of the most important aspect
Direct flight
“I don’t like switching planes, I’d rather pay more for direct flights because it is so tiring”
Khun A.
0%
0%
The leading factor which customer voted as one of the most important aspect
Direct flight
“I don’t like switching planes, I’d rather pay more for direct flights because it is so tiring”
Khun A.
0%
0%
‘Direct Flights’ is the leading factor which customer voted as one of the most important aspect
Design Solutions
Design Solutions
REVAMPED DESIGN SYSTEM
The design system modernizes the Thai Airways digital experience through a refined color palette and updated English typography that subtly reflects Thai and Asian hospitality. Balanced with cleaner layouts and increased whitespace, the system delivers a more intuitive, contemporary interface while preserving the brand’s elegance and warmth.
Design Solutions
Design Solutions
Design Solutions
REVAMPED DESIGN SYSTEM
The design system modernizes the Thai Airways digital experience through a refined color palette and updated English typography that subtly reflects Thai and Asian hospitality. Balanced with cleaner layouts and increased whitespace, the system delivers a more intuitive, contemporary interface while preserving the brand’s elegance and warmth.
Design Solutions
Design Solutions
REVAMPED DESIGN SYSTEM
The design system modernizes the Thai Airways digital experience through a refined color palette and updated English typography that subtly reflects Thai and Asian hospitality. Balanced with cleaner layouts and increased whitespace, the system delivers a more intuitive, contemporary interface while preserving the brand’s elegance and warmth.
Design Solutions
Feature Additions & Improvements
FOLLOW FLIGHTS
Upgraded the Flight Status feature with a real-time flight-following tool and a redesigned information card, enabling users to track multiple flights seamlessly; bringing the experience in line with leading competitors.
Feature Additions & Improvements
EFFORTLESSLY COMPARE RATES
Utilizing tables and maps to present data, along with added filters, enables users to easily customize information based on their specific budget, travel dates, routes, classes, and trip types.
Feature Additions & Improvements
SWIFT MILES UTILIZATION
Miles utilization was simplified by embedding redemption directly into the booking flow, eliminating the need for contact center or office visits. A clear toggle within the booking widget allows users to apply miles instantly, reducing friction and improving overall booking efficiency.
Miles utilization was simplified by embedding redemption directly into the booking flow, eliminating the need for contact center or office visits. A clear toggle within the booking widget allows users to apply miles instantly, reducing friction and improving overall booking efficiency.
Feature Additions & Improvements
REAL TIME SUPPORT
Improved accessibility to customer service channels and providing a variety of options for support. Allowing them to self-serve as needed while still having the option to connect with human representatives.
Design Solutions
SIMPLIFIED CUSTOMER JOURNEY
By refining and reorganizing the user flow, we created a smoother journey that not only boosts engagement but also maximizes exposure to the brand’s products and offerings.
Design Solutions
USER-FRIENDLY GRAPHICS
Graphics were employed to clearly convey instructions and messages, simplifying complex text for users of all ages and experience levels while preserving THAI Airways' brand identity and Thai cultural elements.
Graphics were employed to clearly convey instructions and messages, simplifying complex text for users of all ages and experience levels while preserving THAI Airways' brand identity and Thai cultural elements.
Upcoming Trip
Duty Free Shop
Purchase Successful
Edit Profile
Make Payment
Add Nominee
Upcoming Trip
Duty Free Shop
Purchase Successful
Edit Profile
Make Payment
Add Nominee
Upcoming Trip
Duty Free Shop
Purchase Successful
Edit Profile
Make Payment
Add Nominee
Design Solutions
SIMPLIFIED CUSTOMER JOURNEY
By refining and reorganizing the user flow, we created a smoother journey that not only boosts engagement but also maximizes exposure to the brand’s products and offerings.
Design Solutions
SIMPLIFIED CUSTOMER JOURNEY
By refining and reorganizing the user flow, we created a smoother journey that not only boosts engagement but also maximizes exposure to the brand’s products and offerings.
Feature Additions & Improvements
Feature Additions & Improvements
INFORMATION DIGESTIBILITY
Scrollable and static tabs, cards, accordions, and icons were integrated into information-dense screens to improve accessibility, making essential content easier to reach while highlighting key information.
Feature Additions & Improvements
INFORMATION DIGESTIBILITY
INFORMATION DIGESTIBILITY
Scrollable and static tabs, cards, accordions, and icons were integrated into information-dense screens to improve accessibility, making essential content easier to reach while highlighting key information.
Scrollable and static tabs, cards, accordions, and icons were integrated into information-dense screens to improve accessibility, making essential content easier to reach while highlighting key information.
revamped design - preferred seats
revamped design - preferred seats
revamped design - onboard menu
Customer-Focused Approach
Customer-Focused Approach
Customer-Focused Approach
VALIDATION OF CUSTOMER JOURNEY (USER INTERVIEWS)
As part of the research team, I conducted user interviews to understand travel behaviors and experiences across airline platforms. We used a think-aloud protocol to capture real-time insights, pain points, and decision-making.
Key activities included:
Moderated user interviews
Think-aloud testing to surface usability issues
A dry run to refine structure and timing
A consistent question framework around travel and purchasing behavior
After the sessions, insights were synthesized through thematic clustering, allowing us to:
Identify recurring patterns
Surface edge cases
Translate findings into clear design priorities
Design Solutions
Feature Additions & Improvements
Feature Additions & Improvements
FOLLOW FLIGHTS
Upgraded the Flight Status feature with a real-time flight-following tool and a redesigned information card, enabling users to track multiple flights seamlessly; bringing the experience in line with leading competitors.
Feature Additions & Improvements
Feature Additions & Improvements
SWIFT MILES UTILIZATION
Miles utilization was simplified by embedding redemption directly into the booking flow, eliminating the need for contact center or office visits. A clear toggle within the booking widget allows users to apply miles instantly, reducing friction and improving overall booking efficiency.
Feature Additions & Improvements
EFFORTLESSLY COMPARE RATES
Utilizing tables and maps to present data, along with added filters, enables users to easily customize information based on their specific budget, travel dates, routes, classes, and trip types.
Feature Additions & Improvements
Feature Additions & Improvements
EFFORTLESSLY COMPARE RATES
Utilizing tables and maps to present data, along with added filters, enables users to easily customize information based on their specific budget, travel dates, routes, classes, and trip types.
Feature Additions & Improvements
Feature Additions & Improvements
REAL TIME SUPPORT
Improved accessibility to customer service channels and providing a variety of options for support. Allowing them to self-serve as needed while still having the option to connect with human representatives.
