Elevating the Way
You Fly

Design Thinking • Product Design • Mobile App • Design Systems • Usability Testing • Airline Industry • Belgrade •

Overview

With a full website redesign, Air Serbia, one of the world’s oldest airlines, received an elevated digital presence. Our collaboration with Serbia’s national air carrier focused on creating a user-friendly interface, streamlining travel procedures, and building brand loyalty. We worked on boosting customer satisfaction and bettering the flying experience for Air Serboa’s 4 million annual passengers.

Project Summary

What we did

Product Improvements

Opportunities

We aimed to revamp airserbia.com and make it more user-friendly and engaging. The goal was to boost conversion rates and traffic retention. With a template-based system ensuring a consistent appearance, we could do this durably and reliably.
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This approach required us to employ the atomic design method that allowed us to:
• Complete the Air Serbia website redesign
• Create a flexible and scalable design system

As a result, Air Serbia gained the option to easily and independently create future web pages. Finally, via extensive usability testing, we managed to align and adapt our solutions to reflect the needs, desires, and suggestions of actual users.

Outputs

• Full modular web page design
• Scalable design system
• UI art direction
• Custom illustrations
• Page templates

Tools

Project Manager, Product Designer

Toolkits &
Tech Stack

Discovery workshops

Stakeholder survey

Card Sorting

Tree Testing

Information architecture

Site Map

Art Direction

Moodboard

Design System

Wireframes

Usability testing

Solutions

The Air Serbia website redesign project started with an in-depth understanding of the passengers’ needs and challenges. With extensive research, and user and stakeholder interviews, the Kroon team identified major pain points and improvement opportunities.

We also continued with implementing card sorting, tree testing toolkits, and prototyping. These efforts allowed us to uncover ways to improve the travel process and deliver an intuitive and user-friendly experience for Air Serbia passengers.

It’s all about
people, their emotions,
stories &
memories

Kroon stood out with their proposal that was the result of their internal one week design sprint, and we were convinced they have a good design process that is necessary for complex projects.