The Opportunity
One-stop holiday booking for a growing airline
FlyDubai wanted to expand beyond flight bookings into holiday packages — hotels, transfers, tours, and visa services — all bundled into a single booking flow. The challenge was building a user experience that felt effortless for leisure travellers while handling the underlying complexity of multi-vendor bundle pricing.
Research & Personas
Primary user types
The Deal Seeker: Price-driven, compares extensively, needs clear value communication and total cost visibility.
The Experience Curator: Aspirational, values curation over price, trusts editorial recommendations.
The Family Planner: Prioritises logistics, wants kid-friendly filters and family room configurations.
The Business Extender: Adding leisure days to a business trip, time-poor, values one-tap actions.
“I want to choose a destination and have everything just appear — flights, hotel, stuff to do. I don't want to build it from scratch.”— Research participant, Dubai resident
Design Solutions
Destination-led discovery
Replaced the search-first model with curated destination cards — editorial, seasonal, and trending picks that reduced decision paralysis.
Bundle builder
Guided step-by-step bundle assembly with live total price update. Users saw the holiday taking shape visually as they added components.
Trust signals integration
Reviews, hotel ratings, airline policy callouts, and refund conditions surfaced proactively at decision moments.
Higher bundle conversion
Compared to previous single-product flow baseline.
Design timeline
Full end-to-end UX and visual design.
User flows designed
Including search, bundle, checkout, manage booking, and support.