Table of Contents
What's included?
Different types
Good business in 2024?
Turkish Airlines Technology
Leading UX/UI for Turkish Airlines Technology's retail transformation, a concept platform that reimagines air travel as a seamless shopping experience, from planning a trip to landing at the destination.
Company
Turkish Airlines Technology
Timeline
2025
Type
Web Platform, Mobile App, Presentation Design
Goal
Merge world-class retail with aviation to evolve beyond ticketing, so travelers can seamlessly shop, bundle, and buy flights, ancillaries, and destination services in one dynamic journey.
Understanding the process
Airline retail today stops at the ticket. But a traveler's journey doesn't, it starts the moment they dream up a trip and continues long after they land. Every design decision started from that gap: where ticketing ends and the traveler's actual needs keep going.
Beyond flights, I explored how AI could act as an intelligent travel companion, guiding users from planning through in-transit moments with personalized, data-driven support. And because leisure travelers, business travelers, and families all shop differently, the experience needed to flex across very different needs and expectations, not offer one-size-fits-all bundles.
target user groups
Segments are built on current behavior and revenue data, and designed to scale toward future flows like hotel-only and ecosystem retail, optimizing today's journeys while de-risking tomorrow's growth.
Leisure Traveler
Planning an enjoyable trip within budget. Needs easy bundling of flights, seats, baggage, and add-ons, transparent pricing, and a single checkout. Success is measured by checkout completion and ancillary attach rate.
Business Traveler
Speed, flexibility, and policy compliance come first. Needs corporate rates, fast invoicing, and flexible changes. Success is measured by faster completion times and repeat purchases.
Family & Group Traveler
Wants to sit together and keep total spend under control. Needs multi-passenger management, clear bundles, and simple refund and exchange rules. Success is one-shot completion with fewer complaints.
Hotel-Only Shopper
Looking for an available, suitable stay without booking a flight. Needs strong filters, clear cancellation policies, and coupons or installment options. Success means higher conversion and fewer refund disputes.
Retail Shopper
Wants a fast, trusted purchase within the ecosystem, no flight involved. Needs clear categories, visible stock and delivery info, and wallet or points integration. Success is measured by higher average order value and lower returns.
Everything you need in one place, like:
Retail+ Shopping Place,
Flights,
Hotels,
shared baskets,
additional services,
all included cart,
and more.
process
From research to design to proof of concept, the process shaped a seamless retail experience that proved both customer value and business impact
Research & Strategy
Defined traveler personas and mapped end-to-end journeys to surface real pain points.
Benchmarked against best-in-class retail experiences, not just airline industry standards.
Reframed the challenge: move beyond ticketing toward a holistic retail experience.
Concept & Design
Designed responsive flows across the full journey, pre-flight, in-flight, and post-flight.
Built a modular UI on a design system, adapting it where the concept demanded something new.
Centered the experience on personalization and bundling, letting travelers shop flights, ancillaries, and destination services as one.
Proof of Concept (PoC)
Built interactive prototypes to bring the vision to life.
Validated the concept with C-level and product stakeholders through hands-on workshops and demos.
Demonstrated how the platform could unlock new revenue, elevate the customer experience, and scale toward future innovations like AI, VR/AR, and dynamic offers.
Project hฤฑghlฤฑghts
Built to Be Responsive
Designed to adapt seamlessly across devices, delivering the same smooth experience whether you're on desktop, tablet, or mobile.
Retail+ Store
A seamless marketplace where travelers shop, bundle, and buy flights, ancillaries, and destination services, all in one place.
Future-Oriented Design
Forward-looking concepts built to anticipate tomorrow's travel needs today, not just respond to today's.
TakeOff Design System
Built on a scalable design system for consistency and speed, with thoughtful modifications made wherever the concept called for something new.
Fully Customized Shopping
An experience tailored to each and every traveler, with personalized bundles, services, and offers built around their unique needs and lifestyles.
Journey Mapping
Traveler personas and end-to-end journey maps that surfaced real needs and pain points, shaping every design decision that followed.
REASONS FOR TRANSFORMATION
Turning aviation into a retail ecosystem, where the ticket is just the starting point, not the whole journey.
Evolving Traveler Expectations
Travelers now expect the same seamless, personalized experience from an airline that they get from top retail platforms, and airlines that don't deliver it fall behind.
Unlocking New Revenue
Ticketing alone leaves money on the table. Ancillary and bundled sales unlock new, sustainable revenue streams.
Building Competitive Advantage
A unified retail ecosystem sets an airline apart, building loyalty today and resilience for whatever comes next.