Book on the Go!
Plan your travel, anytime & anywhere

  • Client: Guestlogix
  • Year: 2019
  • Role: UX Design Consultant
Main Roles
  • Design Lead

  • Information Architecture

  • Interactive Design

  • Inhouse Hallway Testing

It is increasingly challenging for airlines to hit their ancillary revenue targets without negatively impacting traveler satisfaction and loyalty. Airlines who are able to deliver value beyond the booking path and in flight experience open up a 10X revenue opportunity by tapping into travel & tourism spending.
Guestlogix is changing the way airlines grow ancillary revenues by empowering them to participate in all phases of a traveler’s journey, from research through to the end of their trip.


The people at Guestlogix are all about helping travellers experience the world stress-free
Presently, millions of travellers never really get to fully immerse themselves and their experiences to the places they go. In a perfect world, the needs of passengers are anticipated and are provided with personalized offers, information and recommendations that they’ll actually appreciate.
The team at Guestlogix built a platform that connects travellers to the travel industry by putting the traveler experience first while creating additional revenue streams for their customers and partners along the way. This is done in 4 specific ways:

A recommendation engine that is driven by machine learning via user behaviour in order to increase attachment rates







A digital concierge that converses with the user to keep them informed and engage in order to increase loyalty







An All in One (Wonder) market place that seamlessly incorporates thousands of 3rd party suppliers into your experience through one 1st party portal







Real-time processing and fulfillment through secure payment transactions along your journey- all in one place


While an airline app must facilitate convenience, from the moment of first engagement it must equally inspire confidence. While ease of use remains a priority of product design, the app as a shopping experience ought to be “exciting, enthusiastic and inspiring” such that positive emotions are triggered. They are the necessary ingredients and precursors to impulsive buying. Research on tourism specific applications confirms this: impulse buying occurs when a website or app is found to be functionally sound, convenient, and pleasurable. If customers are simply inundated with offers, then not only is focus lost but out of app straying is promoted. The goals from the moment of booking should be to keep the customer in your app and engaged.

With this in mind, the team came to a conclusion on five areas that we wanted to focus on, based on industry gaps, client concerns, and customer feedback.

These areas included:
1. shallow exploration (passing the time looking at fun things to do when you arrive at destination),
2. search and deliberation (find the thing you and others would love to do),
3. knowledge building (build out a plan of the time, distance, weather issues, etc. when it makes sense to go),
4. hedonic browsing (see what others loved about it, get some great visuals, think about ideas to explore), and
5. directed buying (digitally transacting the entire buying experience).

Based on our ambition to meet the user’s needs based on our 4 objectives of engagement and receiving feedback from customers, stakeholders and third party partners, we were now able to adhere to an agile method of design that was tailored and vetted by the Director of UX and the team that met our needs, followed the design process and aligned to the company’s workflow.

Our Newly Documented Design Process


The Challenge:
Travel apps are notorious for being a source for a single task touch-points, and do not represent or present the full service offering of the app’s hosting company.

Target group:
Currently using passengers in Mexico. Solution is geared towards revolutionizing travel industry as a whole. Target audience is projected towards high income frequent travellers who tend to travel in groups between 21 – 35

Our Approach:
Based on customer feedback, third party integration, industry reports and airline interviews, we decided to create an online engagement experience that met the traveller in real time right where they were that offered tailored solutions based on AI and Machine Learning.

Additional Opportunity:
Create a Clientelling App (Management Console) that allowed stewards/stewardess’ to satisfy the traveller’s needs and offer awards based on surprise and delight.


Because this was an experience that appeared to be a service that met many needs in order to make it a sticky app along a user’s journey, we already understood the problem to be that of shallow interaction within most of the apps within the travel industry. We used this time focus our attention to architecting an experience that would loop users in and around the app in order to experience the full service offerings of products, services, rentals and destinations that were being offered through 1st and 3rd party APIs via BSI Labs. While crafting the experience and running a few tests long the way, we noticed that the mind mapping exercise we undertook took the unusual formation of that of a wagon wheel. We soon discovered that not only was the magic found in providing an app with machine learning capabilities, but that the magic was found in creating a Wonderland of “window shopping” experiences (shallow surfing, deliberate interactions, travel adjustments, hedonic browsing and seamless transactions) that all seamed to lead and intertwine with the next available experience through the digital concierge.

Strange wagonwheel-like architecture taking shape


Zooming into the 5-fold Interactive Experiences


Mockups of various sections



After conducting several Design Studios and sketch exercises along with paper-prototyping. We began to hard wire the interactive experiences to mark the happy path of the user experience based on task so that it would align to the site architecture from the mindmapping exercises.
Screen Shot 2021-04-24 at 12.10.25 PM

Setting the foundation

Below are a few examples of the proposed plans for both the grid layout for mobile and part of a Design System we began to leverage for future design and development.

Screen Shot 2021-04-24 at 12.17.03 PM (2)
Design Leads
  • Brett Lutchman: UX Design Consultant

  • Dorian Jones: UI/UX Designer

A typical system provides both content and collaborative filtering, a so-called Hybrid Recommender System. In tourism, these systems are further personalized with contextualized results that account for not only history and what others like, but also their place in the overall purchase path, the geographic place and time the user is (via their mobile device) and what local circumstances they will encounter. These next-level systems are known as “Context-Aware Recommender Systems” (CARS) that are particularly important for the tourism industry. Examples of what these systems can become “aware” of, to filter offers include:

With all these technologies and capabilities available to us, We were able to successfully focus on real-time solutions and event planning that allowed the user to happily engage the app through:

Location: Users are informed and guided toward points of interest (POIs) according to their selected categories of interest in a user-defined range with respect to their current location.

Time: Recommendations are varied by several time-sensitive variables including what stage the user is in their travel planning, when the actual dates/times are that they are available, the duration of the activity, and the time it takes to get to and from it.

Weather: Users are engaged in mobile recommendations by being updated on weather conditions that in turn sort through relevant local in-destination activity choices. Important weather features include “precipitation intensity” and “visibility.”

Group Preferences: Profiles are generated that take in personalized group descriptions (e.g., “activities for families with young children” for families travelling or “space left for parties of 10” for a group travelling together) and user-generated content in the group (e.g., when everyone rates the appeal of certain events and the app aggregates the preferences and sends back recommendations.) The latter approach is particularly intriguing when it comes to how group preferences are made. For tourist destinations, algorithms can simply average preferences but can also solve for the highest voted items or the “least misery” items that avoid negative ratings.

Social Media: Systems make personalized suggestions based on a user’s tourism-related, user-generated content on social media. These can be further refined by looking at changing social sentiments over time.

Knowledge Base: Personalized suggestions are made based on explicit knowledge of the decision-making process customers go through, including dependencies in their customer preferences, in order to serve up the best assortment of choices. It models human reasoning processes for learning and problem-solving.


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