Product Design Portfolio
Dove Airline is a flight booking concept designed to simplify travel planning through intuitive search, transparent booking flows and a seamless mobile-first experience for modern travellers.
Role
UX/UI Designer
Timeline
7 mos.
Services
Research, UX Design, UI Design, Prototyping
Year
2024
Industry
Travel
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Three smartphones displaying DoveAirline app screens for booking and managing flights from Zurich to London Heathrow.
Project overview
Dove Airline was created as a concept project focused on improving the online flight booking experience. Many travel platforms present users with overwhelming search results, lengthy booking processes and inconsistent pricing information, making travel planning unnecessarily stressful. The objective was to design a streamlined experience that helps users search, compare and book flights with ease. By prioritising clarity, efficiency and user confidence throughout the journey, the project explores how a more intuitive booking experience can reduce friction and support better travel decisions from search to confirmation.
Challenge
Booking a flight is often more complex than it needs to be. Users are required to navigate multiple screens, compare large amounts of information and make decisions under time pressure. Unclear pricing, inconsistent layouts and overwhelming search results can quickly turn a simple task into a frustrating experience.The challenge was to create a booking experience that feels simple, intuitive and trustworthy while helping users find and book flights with confidence.
Icons showing steps: Search, Compare, Select, Book, and Travel with arrows between each step.
Research & Insights
Methods
Conducted a user survey with 60+ participants to understand booking habits, frustrations and expectations.

Reviewed competitor airline and travel booking experiences.

Created personas and customer journey maps to identify pain points across the booking process.

Validated concepts through multiple rounds of usability testing.
Key findings
Users prioritised price, duration and departure times over advanced filtering options.

Comparing multiple flights often led to decision fatigue.

Hidden fees and unclear pricing reduced confidence during checkout.
Solution
The solution focused on reducing complexity throughout the booking experience by prioritising essential information, simplifying navigation and creating a clear visual hierarchy.Every interaction was designed to help users move efficiently from flight discovery to booking confirmation while maintaining trust and transparency at every step.
Smartphone screens showing DoveAirline flight booking: route, destination, date, passengers, and travel class selection.
The search experience was simplified to help users find flights quickly without unnecessary inputs or distractions.
Mobile flight search app with Zurich to London Heathrow options, prices, duration, stops, and login prompt.
Search results were designed to make comparing flight options easier, allowing users to evaluate schedules, pricing and travel duration at a glance.
DoveAirline app screens showing flight search, seat selection, price details, payment, and booking confirmation.
The booking flow was structured into clear and manageable steps, helping users complete their reservations with minimal friction.
Key Features
Smart Search
Quick and intuitive flight discovery through a streamlined search experience.
Flight booking app screenshots showing a route, search for London Heathrow airport, and selected destination.
Flight Comparison
Clear comparison of available flights based on the information travellers value most.
Flight options from Zurich to London Heathrow with times, stops, durations, and prices in CHF per person.
Booking Flow
A simplified reservation process designed to reduce drop-off and improve completion rates.
Mobile screens showing flight fare options and trip personalization with passenger details and total cost in CHF.
Mobile First Design
Optimised for travellers who primarily search and book flights from mobile devices.
Three smartphone screens showing DoveAirline app with flight list, boarding pass, and booking form.
Key Decisions
Reducing decision fatigue during flight selection
Research highlighted that comparing flights could become overwhelming. Information hierarchy focused on helping users identify relevant options faster.
Supporting different booking behaviours
The journey needed to accommodate users who wanted to book quickly as well as those who preferred comparing multiple options before making a decision.
Increasing transparency throughout the booking process
Additional context was introduced at key moments to reduce uncertainty and improve purchase confidence.
Outcome
The final concept demonstrates how airline booking experiences can be simplified through better information architecture, intuitive interactions and a mobile-first approach.

By reducing friction and improving visibility of key information, the design creates a smoother booking journey that helps users plan and book travel with confidence.
Multiple smartphone screens showing DoveAirline app interface with flight details, booking options, seat selection, and chat bot features.