01 — Product Design
PIA — Redesigning the Digital Travel Experience
A complete redesign of PIA's mobile app and web booking experience — bringing a more contemporary, experience-led approach across the passenger journey.
- Client
- Pakistan International Airlines
- Role
- Product Designer
- Scope
- Mobile App + Web IBE
- Status
- Launched product
The Brief
PIA's products were functional, but dated. The brief: modernize both — and turn the homepage into a front door for the brand, not just a search form.
Story 01
An Experience-Led Home Screen
Instead of opening into a search form, the app opens with a personal greeting, upcoming-trip status, loyalty progress, and destination content — the shift toward an experience-led product the brief called for.
Story 02
Booking, at Full Complexity
Fare tiers, baggage allowances, and change-fee terms have to stay legible at the point of choice. Multi-leg itineraries carry their own transfer-time detail without breaking the flow.
Flight Selection — Fare Tiers
Multi-Leg Route
Story 03
One System, Two Platforms
Search and seat selection carry the same underlying logic on mobile and web — multi-passenger assignment, zone-based pricing — while each respects how its own platform is actually used.
Web
Mobile — Search
Mobile — Seat Selection
Story 04
Beyond the Purchase
Loyalty status, manage-booking, and the boarding pass extend the same product language past checkout — into the account, and into travel day itself.
Web — Loyalty
Manage Booking
Boarding Pass
Stakeholder Iteration
Working within established booking flows and airline-specific requirements, I focused on improving the experience through clearer information hierarchy, more accessible booking entry points, and more intuitive navigation.
Stakeholder feedback was communicated through the project manager and incorporated into iterative design refinements. Throughout the process, I balanced client requirements, technical constraints, and usability considerations across both mobile and web.
Outcome
Client-reported engagement rate
89.4%
App v5.0 · Following the redesign
The redesign introduced a more contemporary and cohesive experience across PIA's mobile app and web booking platform, with clearer navigation, improved visibility of key actions, and a stronger focus on the passenger journey.
Following the release of app version 5.0, the client reported an engagement rate of 89.4%, compared with an average above 40% before the revamp.
Source: Client-reported Google Analytics data, app v5.0. Post-release engagement is not attributed solely to the redesign.
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