2024
In this university project, the aim was to redesign an existing service to better address a specific problem. Our team focused on Finnair’s website, with the goal of improving the visibility and promotion of soon departing flights.
The team consisted of five members, and we collaboratively defined the problem and user needs. I was primarily responsible for designing the mobile landing page and passenger details flow for both desktop and mobile. I also contributed to the desktop landing page design and was responsible for refining components across the service to ensure a cohesive and consistent user experience.
Project goals
We defined the goals of our redesign as follows:
Provide access to more affordable and spontaneous travel options
Enable quick and easy booking for last-minute travel needs
Optimise flight occupancy and generate additional revenue from unsold seats
Strengthen brand loyalty among spontaneous and budget-conscious travellers
Improve the environmental efficiency of flights
Position Finnair as a customer-oriented airline offering accessible, convenient, and sustainable travel options
Users
We identified three target user groups:
Leisure travellers (low to mid budget): flexible individuals who enjoy spontaneous getaways and are open to last-minute travel opportunities
Frequent flyers: often loyalty programme members who travel regularly to various destinations
Business travellers: users who need to book flights quickly for last-minute meetings and work-related travel
Research insights
Competitor analysis
We reviewed how other airlines present and price last-minute deals, identifying effective patterns as well as common customer pain points.
Regulatory considerations
We examined EU consumer protection regulations related to cancellations and refunds to ensure the service meets legal requirements and supports user trust.
Brand alignment
Finnair’s Brand Book and design system were taken into account to ensure consistency with existing visual and interaction patterns.
Outcome
Based on the conducted research, our solution focused on five aspects:
A continuously updated, easy-to-scan overview of available deals
Key information (destination, price, ticket type, seat availability, and departure time) presented in a clear, minimal format
A streamlined booking flow enabling quick reservations without a lengthy checkout process
A premium feel that avoids “cheap flight” associations while highlighting reduced-price opportunities
Full alignment with Finnair’s brand and design system
We branded the new last-minute deals section as Blue Sky Offers and placed it directly on the landing page, after the standard flight search. We chose to use a background image for the section to align with Finnair’s existing design patterns, as this approach is already used in their main search experience. This ensured visual consistency, improved discoverability, and helped emphasise the importance of the feature within the page hierarchy.
Desktop landing page with the new Blue Sky Offers section
Blue Sky Offers page
Passenger details page
Key learnings
A key focus of my work in this project was the passenger details flow, which required closely working within Finnair’s existing user interface. This meant that much of my work involved recreating and extending established design patterns rather than introducing new visual directions.
Through this, I gained a deeper understanding of the importance of design systems, component consistency, and precision in UI design. I also learned how critical it is to work within defined constraints and ensure that every element aligns with existing patterns to maintain a cohesive user experience.
In addition, the project strengthened my collaboration skills, as we worked closely as a team to ensure consistency across different parts of the interface and align individual contributions into a unified design.
Design sandbox
Finnair Brand Book snippets (brand.finnair.com)
