MAI - Angela TK

IMPACT

Increasing online flight bookings by creating a smooth user experience through intentional and engaging UI design

INTRODUCTION

✈️ What is MAI?

Myanmar Airways International (MAI) is a leading airline based in Myanmar, offering both domestic and international flights. Everyday, flights are booked through the website, mobile app, and call center

I first joined MAI as a Branding and Marketing Summer Intern, and overtime contributed as a UX Design Consultant and Designer, focusing on their website’s digital experience.

BRIEF

The MAI website allows users to book international and domestic flights, while keeping track of their travel history and tier points. It also serves as a platform to access exclusive member promotions, learn about the airline, and explore new travel destinations all in one place.

Problem Statement

Despite having online booking platforms, customers still prefer to traditionally book flights through the call center rather than its website. The key issue is due to the website’s usability and infrequent regular updates that align with modern designs, requiring a need for consistent improvement in both UX and UI.

HMW

How might we improve the user experience of the MAI website with up-to-date designs and seamless navigation to encourage users to book flights digitally?

GOALS

🎯 Increase the adoption of the digitized experience for users to independently and efficiently make flight reservations.

🌎 Modernizing the website’s user interface for improved functionality and smooth navigation.

👥 To optimize customer service efficiency and ease the reliance of call center inquiries, allowing these designated employees to focus on more complex inquiries and high-priority roles more effectively.

Skip to solution

Understanding competitors

🎯 Conducted Competitive analysis and explored both UX and UI sectors such as flight booking experience, navigation and responsiveness

KEY INSIGHTS

‼️ What did we uncover?

The competitive analysis provided insights on strong and efficient UIs, as well as common errors and designs to avoid, particularly for the user flow

Some Premium Airlines have developed digitalized booking experiences and AI chatbots for users, which is something to take inspiration from and consider for the future

Although the goal is to reach modern standards, it is also essential to cater towards Burmese customers, since a great amount of the population is not familiar with online booking technology or not comfortable with English. Thus, balancing both aspects will be the key to this platform’s success.

User Flow

The three key features derived from the research were implemented to create an intuitive user flow.

Affinity Diagram

The three key features derived from the research were implemented to create an intuitive user flow.

Solution

💡 Enhancing user navigation through improved, interactive UI designs, while maintaining consistent brand identity throughout the website. Key improvements are tailored towards Burmese and all customers in order to curate an accessible and seamless online booking experience with MAI.

Introducing MAI

Language Selection

Users select their preferred language before proceeding to the home page, allowing them to directly access it in the language they’re most comfortable with.

Pop-up Login/Sign Up

Users will sign up or log in through a pop-up instead of being redirected to a new page.

This modern approach replaces the original design, which had color inconsistencies and excessive negative space.

Flight Search

The flight search bar is modified, and the background consists of image carousels that shift and loops automatically

The new featured image layout displays clean background graphics that aren’t cluttered, making the interface more visually appealing and easier on the eyes.

Flight Search Results

Interactive Explore Section

Showcasing MAI’s exclusive programs in a more engaging way.

Users can click through each card to explore the different programs, each featuring its own unique digital design.

MAI Mobile App

Promoting the MAI app as an additional platform for booking flights, with a QR code that can be easily scanned directly with their mobile phones

Sky Smile

A membership loyalty program for MAI customers, where members earn points based on mile history. As points accumulate, members advance from Jade to Ruby to Diamond tiers, each offering exclusive perks and benefits

MAI Xtra

A digital travel and financial companion in collaboration with UAB Bank, allowing users to manage their UAB x MAI credit card directly within the MAI Xtra app. This highlights our valuable partnerships, offering added convenience and benefits for customers

Promotions

The best deals will be actively updated in this section, giving users easy access to current offers and seasonal promotions

Refined Profile Page and UI

✨The layout is enhanced for a more cohesive and appealing experience

✨To maintain consistently with the rest of the site, the content is structured in a tiered layer cake layout

✨Users can view their current points along with a visual hierarchy and scale showcasing their progress towards a next membership tier

✨The number of side tabs has been reduced from nine to six, placed horizontally in a row, for a cleaner and simplified interface

OLD Profile Page

NEW Profile Page

Miles Section + Miles Transactions

With these two categories combined to one section, users can calculate potential miles and mile transactions in one place

Interactive Loading Animation

Animated loading screen inspired by MAI’s logo, with a touch of Burmese cultural elements

The animation creates a more visually engaging moment for users as they wait for flight search results to load

OLD Loading Animation

NEW Loading Animation

Takeaways

Need for Consistent Improvement & Industry Trends

As the country’s leading airline, MAI will need to adapt to industry and technology trends and continuously refine its digital platforms. This digitized experience plays a significant role in expanding the company’s reach more and more, making it essential for MAI to catch up with technology, so it’s not left behind.

The Big Picture

This experience has taught me to think beyond just the UI|UX, and to consider the product, company, as a whole. During the time of my internship, I had the opportunity to interact with different departments within MAI from the CCO, CFO, to my employees and even airport staff. This cross-department collaboration broadened my knowledge on how this company functioned and a clear understanding of business goals. I took this knowledge with me as I designed the website and made sure to empathize with all stakeholders involved with both the business and user’s needs in mind.

My Internship Experience: Marketing → UX

I joined as a Marketing and Branding Summer Intern, as part of the commercial department. During my time in MAI, I got the amazing opportunity to meet my wonderful co-workers. The marketing and commercial efforts were driven by a small team of 7, and everyday spent was hectic and busy. Because it was a small team, I took on different roles as an intern and had to adapt really quickly.

Even though it was fast paced, I appreciate how it has shaped me to come out of this experience with more confidence to take on any role. On my first day, I was nervous and doubted my ability to contribute, but now, as a UX Designer, I'm really happy to have shared a piece of myself with the MAI family.