Flight Centre Homepage Personalisation
Overview
Discovery
In the discovery phase, I defined the project scope and identified the primary problem: users were not engaging with the generic homepage content. I conducted surveys, focus groups, and feedback reviews, analysed user personas, and examined vendor feature sets to understand limitations and opportunities. This phase helped document user pain points and set clear objectives for the redesign.
Research
The research phase included:
Competitor analysis to understand homepage personalisation strategies used by other travel apps.
Design sprints with stakeholders to brainstorm ideas and generate concepts.
Identification of key features to enhance the homepage experience.
Insights from these activities informed the overall strategy for a more user-centered and personalised interface.
Ideation
During ideation, I mapped complex user flows, including authentication and homepage access during trip booking. I designed wireframes for each interface, wrote UX copy, and transformed them into high-fidelity designs, incorporating customisation for trips, booking details (flights, hotels, tours, cruises), and promotional content.
I collaborated with product managers, marketing, and developers in design thinking workshops to explore personalisation opportunities. Using user research, heatmaps, and analytics, we created concepts such as:
Dynamic destination carousels based on browsing and booking history.
Tailored offers and promotions aligned to customer interests.
Modular layout that adapts to user segments, seasons, or campaigns.
The redesigned homepage surfaced content aligned with user intent:
Personalised destination recommendations
Dynamic travel offers and promotions
Modular layout for adaptable content
Streamlined navigation for easier discovery of relevant products
Implementation
During implementation, I handed over the designs and prototypes to the TOF development team, providing guidance on animations, interactions, and adjustments. I also oversaw marketing asset alignment prior to deployment.
Design Links
Outcome & Impact
The personalised homepage led to measurable improvements:
35% increase in scroll depth, indicating deeper content exploration
25% lift in homepage engagement, with more clicks and interactions
Enhanced customer sentiment, with feedback noting content felt relevant and inspiring
Clearer pathways to conversion, improving alignment between customer needs and business goals
This project demonstrates the full end-to-end UX design process: identifying user pain points, conducting research, ideating solutions, validating designs, and delivering measurable business impact.
Flight Centre Travel Group, one of the world’s largest travel agency groups operating in 23 countries, provides customers with flights, accommodation, cruises, experiences, and more. The Flight Centre mobile app allows users to easily search, compare, and book travel while accessing exclusive deals.
The original app homepage served generic, one-size-fits-all content, which often left users frustrated and disengaged. As Senior UX Designer, I led the redesign of the homepage with a focus on personalisation, tailoring content to user interests, behaviours, and booking history.
Through user research, data analysis, and iterative design, the personalised homepage significantly improved engagement, including deeper scroll depth, higher customer satisfaction, and more intuitive pathways to conversion.
