The best digital products I know and love weave together UX, UI and branding into a compelling narrative. When building out the designs for the flight booking app, I kept looping back to the question:
“Why are we making these design choices?”
While I could make UX decisions driven by research, there was very little anchoring the visual aspect of the product. It became clear to me that to truly bring the interactions and experiences to life, the project needed a personality and narrative to align the goals, vision and design language to.
The airline industry is chocked full of bad design. Years of cluttered websites and processes clogged with upselling has left a negative impression, leaving many wary of airline companies.
This stigma gives rise to a new opportunity, a chance to rewrite the relationship between company and consumer.
The colour is bright and vibrant, signalling a departure from the airline’s corporate past.
The rebrand from Fly UX to Hummingbird aligns the fictitious airline to a vibrant and agile future, one where trust and transparency is at the forefront of every interaction.