Redesigning the Qantas booking experience

Bringing the voice of the customer to one of Australia's largest eCommerce sites.

December 19, 2016   ·   eCommerce,enterprise,booking,aviation

Over 50,000 users visit to book flights every day. Keeping them engaged and converting is the job of the booking engine and the team of people driving improvements to the platform. I began on the redesign project in August 2015 as the lead UX Designer with a mission to improve conversion, basket size and customer satisfaction.

Completed features released:

  • Domestic Booking Engine re-design – 19 Dec 2016
  • Additional Baggage in Booking – Mar 2017
  • International Booking Engine re-design – 22 Aug 2017
  • Seat Selection in Booking – 22 Aug 2017
  • Express Checkout – 22 Aug 2017
  • Express Checkout 2.0 ( integrated payment) – 27 Sep 2017
  • Flight Amenities on flight selection – 21 Nov 2017
  • Cabin Experience Upsell – 28 Nov 2017
  • Flight Filters (v1) – 22 Feb 2018
  • Car Hire – TBA

Domestic Booking Engine

  • Redesigned experience with clearer information and navigation
  • Reduced average time to book from 5-10 minutes to 2-5 minutes
  • Added the ability to purchase Additional Bags in flow
  • Checked Baggage disclosure reduced baggage related webchats from 35% to 8% of total
  • Achieved a conversion rate 3% over target (Travel Industry standard conversion base is 2.4% )

International Booking Engine:

  • A new platform displaying more flights and more partner flights to customers
  • Introduction of Seat Selection into booking flow
  • Express Checkout feature delivered, allowing checkout for logged in users in 2 clicks
  • Achieved a +0.5% increase in conversion over the target
  • Cabin experience feature encouraging upsell and increased customer satisfaction

"Damian has been an incredible asset since we kicked off the booking engine redesign project. Dedicated, passionate and with a calm but assertive attitude; Damian quickly established himself as an indispensable member of the team. Damian's experience has helped to challenge and improve how we deliver products and features on This is evident in the success of the domestic booking engine – and now with the launch of the international engine we will continue to deliver benefits to our customers and the business. Thanks Damian – without you we couldn't possibly have reached the impressive results we have been achieving."
Terry George
Product Owner, Booking Engine, Qantas Digital + Direct

This project is covered by an NDA.
For more details please contact me

Qantas Transformer