Qantas

One trip, too many disconnected products

Qantas had separate digital experiences for booking, loyalty, entertainment, and customer service. Customers experienced one trip, but the product reflected the company's internal structure.

As the UX lead for the engagement, I led a team of designers and researchers working on a more coherent experience across web and mobile.

Getting the organization to see the same journey

The first problem was not a screen. Different business units owned different parts of the trip, and each team had its own priorities and language.

I facilitated workshops with senior stakeholders and mapped the traveler journey from planning through the return home. That gave the teams a shared view of the gaps, dependencies, and decisions that crossed business-unit boundaries.

What we designed

• A responsive booking flow that treated mobile as a primary context rather than a smaller desktop screen.
• A common information structure across booking, service, and loyalty touchpoints.
• Clearer ways to earn and use Frequent Flyer points while planning and managing a trip.
• A shared design direction the separate product teams could carry into their own roadmaps.

My role

I set the UX direction, led the design and research team, ran stakeholder workshops, and worked across business units to keep the experience connected from one part of the trip to the next.