Ethiopian Airlines | Personal Portfolio Site

Ethiopian Airlines Redesign

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Role

UX/UI Designer, UX Researcher

Timeline

2 weeks (2025)

Tools

Figma, Miro

Platform

iOS Mobile App

Overview

I redesigned the flight booking experience for Ethiopian Airlines to improve usability, reduce friction, and increase conversion rates. As a UX/UI Designer, I led the entire process from research through high-fidelity prototyping over two weeks. The focus was on interaction improvements, visual consistency, and mobile usability.

Problem

Users faced frustration from small tap targets, inconsistent visuals, and misaligned forms. Limited press areas, uneven typography, and cluttered flight cards created a disjointed experience, increasing the risk of drop-off during key steps like seat selection and payment.

Research and Insights

I validated these problems through a heuristic evaluation of the existing site and a competitive analysis of top airline booking flows. User feedback highlighted a desire for faster access to fare comparisons, clearer navigation, and fewer clicks to complete bookings. These insights guided the prioritization of redesign efforts to focus on interaction clarity and information hierarchy.

Redesign Solutions

Problem

Small Tap Targets

Increased tappable areas to improve usability on mobile.

Solution

Increased tappable areas

Enlarged the interactive area around expandable arrows to improve tap accuracy and make mobile navigation easier.

Problem

Inconsistent Styles

Fragmented UI componnets across features diluter brand trust and confused mental models

Solution

Standardized visual styles

Unified shadows and corner radii across cards to create a more polished and cohesive visual system.

Problem

Misaligned Buttons

Poorly positioned CTA buttons created visual tension and broke the logical user flow

Solution

Balanced button alignment

Centered and adjusted the gender selection buttons to improve symmetry and create better visual harmony.

Problem

Cluttered Info

Excessive data points and lack of white space caused high cognitive load for administrators

Solution

Simplified content hierarchy

Reduced visual clutter and prioritized essential details so users could scan flight information more quickly and easily.

Final Design

Results and Impact

While this redesign was not implemented live, it is grounded in UX best practices and user feedback. Expected outcomes include:

Reducing booking steps from 6 to 3, potentially decreasing drop-offs by 25%.
Improving mobile usability through larger tap targets and responsive layouts.
Increasing user confidence with consistent visual cues and simplified information.

Reflection

This project reinforced the importance of micro-interactions and visual consistency in complex user flows. Small usability fixes can dramatically improve user trust and reduce friction. In future iterations, I would prioritize user testing early to uncover additional pain points, particularly in seat selection and payment processes.