/ ES
Research | UX Analysis | Technical Assessment — 2026 —
\ TA Singapore Airlines
Analysis and redesign of the booking flow focused on improving information architecture and the purchase experience.
This project involved analyzing a booking platform with the goal of improving the user experience throughout the purchase process. The focus was on information architecture, navigation flow, and decision-making clarity.
Goals
UX
Optimization of the booking flow (happy path)
Architecture
Improved information structure
UI Design
Simplified and more intuitive purchase process
Analysis
The analysis was conducted by evaluating the full booking flow, combining competitor benchmarking with a review of the user journey and information structure.
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Assessed
Booking flow navigation • Information architecture • User experience throughout the purchase journey • Competitor benchmarking • Content structure
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Identified
The booking process presented navigation friction • The information structure made decision-making more difficult • There were opportunities to improve flow clarity • The user journey could be optimized to be more direct and efficient
Key points
Complex flow
The booking process includes steps and decisions that generate friction, requiring more time and effort from users than necessary.
Lack of clarity
Information presentation does not always support quick understanding, affecting decision-making throughout the process.
Journey simplification opportunity
The user journey can be optimized by removing unnecessary steps and prioritizing key actions within the flow.
Unclear structure
The information architecture requires reorganization to guide users more intuitively through the process.
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Proposal
Redesign the booking flow (happy path) • Simplify information architecture • Design wireframes focused on clarity and decision-making • Establish a consistent visual foundation
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Conclution
The analysis identified clear opportunities to optimize the booking process, making it more intuitive and efficient.
Improving flow and information structure has a direct impact on user experience and product conversion rates.