Pan-Am was an innovative airline company for it’s time, providing breakthrough technology via computerized booking systems. The carrier also prided itself on offering large, high capacity flights which were fast, comfortable and had all of the comforts of home.

The Challenge

PanAm is looking to enter back into the market as a modern, future-focused airline that focuses on engaging the customers. The goal is to develop an efficient, simple and easy to use website for the customer which allows them to have more freedom and control over
their flight booking and travel experience.  




Secondary & Primary Research

Research was performed on the existing airline industry to gauge the industry trends, features and demographics. After gaining a deeper understanding of the industry, surveys were created to get more specific data based on my research goals. 

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Research Findings

The research results provided further insight into key areas of airline booking & travel experiences, and most importantly it pinpointed two, very different, user types; business travellers & leisure travellers.




The Opportunities

In order to determine the features to implement on the PanAm website, it was important to determine where the major gaps were in the industry so that we could ensure we not only met the industry standards, but also offered innovative and future-focused opportunities for it's customers.


Developing Empathy

The research uncovered two major types of travellers, and in order to gain a better understanding of their unique airline booking, usage behaviours & goals, two different personas were created to represent each of the two major user types.



In order to provide customers with the appropriate content that is both meaningful and appropriately organized, a sitemap was developed to determine the site's content & layout.


User Stories & User Flows

Developing empathy with the users provided a clearer understanding of the features that would benefit them. User stories were written to explain the personas needs, and user flows were developed to explain their interactions. 




Low-Fidelity Wireframes

The desktop website was created for the PanAm brand re-entering the market. I first sketched out the wireframes and then created digital low-fidelity versions. Because UI elements played an important role in the revitalization of PanAm, UI elements were implemented prior to testing.


Branding & Logo redesign

In order to ensure the outdated PanAm brand was revived as it re-entered the current market, a new brand moodboard and logo was redesigned to modernize the companies look.

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UI Kit

To maintain consistency, a UI kit was created for all UI elements of the brand. This was helpful to ensure the correct size, colours and style of the UI elements throughout the site.


Key Screens UI

The UI elements were added to the key screens in order to create a high fidelity prototype for usability testing. UI elements were developed prior to testing as the branding and UI aspects were a major focus for PanAm in their revitalization process.

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Responsive UI

Although the desktop site was developed for the prototype, key screens for both tablet & mobile devices were also created to address responsive design requirements.

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High-Fidelity Prototype

The UI elements were very important in this case study, so they were determined prior to usability testing. This allowed me to use a high fidelity prototype on Invision to execute the testing so that I could observe the users interactions with PanAm's new site and the new addition of the Buy & Sell feature.


Usability Testing - Results

The usability testing revealed some areas to improve, and continuous iterations were made to the prototype as usability testing continued until the errors were eliminated/reduced and users found the flow to be clear, simple, and effective. 




Final Thoughts

Providing the users with more customizable freedom & control over their flight bookings received a positive response, although multiple iterations had to be made to ensure that users fully understood this unique "Buy & Sell" flight program.


Next Steps

Given more time & resources I would ensure that when users were booking regular flights, they were made aware of this new feature so they could use it at a later time if necessary. I would then focus on the baggage track & price hold features to fulfill the frustrations that were uncovered in user research.



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