Dove Arline - Flight Booking App

Simplifying a complex flight booking experience

Concept UX/UI case study for a mobile flight-booking app
Check Prototype
Figma logo with stylized letter F in blue, red, green, and purple circles on dark background.
My Role: UX/UI Designer
Duration: 7 months
Scope: Research, UX Flows, UI Design, Wireframe, Prototyping
overview
wing of an aircraft
Problem
Flight-booking apps often overwhelm users with complex flows, unclear pricing and poor information hierarchy.
‍
What I didRedesigned the booking experience to simplify the flow, improve clarity and reduce friction.
‍
OutcomeThe result is a more structured and intuitive booking flow, supported by research and usability testing.
Airline App, threes different screens. first with the logo. Second with logo and login buttons. Third with booking screen
CHALLENGE
The existing booking experience required users to go through multiple steps while processing a high amount of information.
Pricing was not always clear, and key decisions were difficult to make due to poor structure and hierarchy.
This made the process slower, more confusing and harder to complete.
Research & insights
The design decisions were informed by competitive analysis, survey responses and usability testing.

Research methods

Key insights:

• Competitive benchmarking
• Survey (62 participants)
• Usability testing

Key insights

• Booking flows are often too long
• Pricing is not clearly presented
• Filters are not easily accessible
• Users want simple and fast filtering
• Hidden fees reduce trust
• Long forms create friction
• Users scan instead of reading

User personas
Personas & User Profiles
Based on survey and interview data, I identified three primary user archetypes:
• Family traveler: flexibility and clarity
• Business traveler: speed and efficiency
• Older traveler: reassurance and simplicity
flow & structure
Before designing screens, the booking flow was redefined to simplify navigation and reduce unnecessary steps.
App map for the all screens
wireframes
Reduced the number of steps
Simplified the booking flow to remove unnecessary steps and make the process easier to complete.
sketch of some screens
Improved information structure
Grouped related information to make the content easier to understand.
sketch of some screens
Interface design
Designing a clearer booking experience
The interface was designed to support clarity, reduce cognitive load and guide users through the booking process.
Simplifying the booking flow
booking screen process
Improving pricing clarity
booking screen process
Creating a clearer structure
booking screen process
Decorative visual screen with all screen app
prototype
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figma
View Prototype
Figma logo with stylized letter F in blue, red, green, and purple circles on dark background.
conclusion & learnings
‍As a conceptual project, Dove Airline was never launched — so no real-world metrics could be collected.
Instead, the value of the redesign lies in validated user flows, clearer information architecture and positive feedback from usability tests.

‍What I learned:
managing full-cycle UX (from research to UI), importance of structuring complex booking flows, clarity in UX writing, and balancing user needs with design constraints.

‍What I’d do next:
refine the visual system, add edge-case flows (multi-city, pet travel, cancellations), improve accessibility, and extend testing to larger user samples.
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