Qantas

Overview

Qantas, Australia's flagship airline, engaged our team to reimagine their digital booking and loyalty experience. As UX Director, I led the strategic design vision for transforming how millions of travelers interact with the Qantas brand across web and mobile platforms.

Challenge

The airline industry was undergoing a massive digital transformation, and Qantas needed to compete with lean, digital-first travel platforms while maintaining the premium brand experience their customers expected. Their existing digital properties were fragmented — booking, loyalty, entertainment, and customer service all lived in disconnected experiences.

Approach

I directed a team of designers and researchers to create a unified digital ecosystem:

• Stakeholder alignment — Facilitated design workshops with C-level executives to align on a shared digital vision across business units
• Journey orchestration — Mapped the complete traveler journey from trip inspiration to post-flight, identifying opportunities to create moments of delight
• Responsive platform design — Led the design of a responsive booking experience that maintained conversion rates while dramatically improving usability on mobile devices
• Loyalty integration — Wove the Frequent Flyer program naturally into every touchpoint, making points earning and redemption feel seamless rather than transactional

Results

• Booking flow redesign achieved a 23% increase in mobile conversion rates
• Reduced average booking completion time by 35%
• Unified design language adopted across 6 digital products
• Framework became the foundation for Qantas's ongoing digital transformation program

"The strategic framework Lee's team delivered didn't just solve today's problems — it gave us a roadmap for the next five years of digital evolution." — Qantas Digital Team