Product lead, PO, 5 Devs, 1 Product Designer

My Role:

Product Designer πŸ‘‹πŸΌ

An app to rule serve them all πŸ“±

The context

The LATAM Airlines app was born in MVP mode as a mirror of the website. That version of the app had a commercial and transactional focus.

The early version of the app was all about commerce and transactions. πŸ’Ό But as we set our sights on a new horizon, the challenge emerged: how do we elevate the app to cater to the high-value customers of the airline, without leaving anyone behind? πŸ€”

The only thing was that we were uncertain how to accomplish that goal as a team.

This is where this story begins.

Kick off research

🌟 This adventure is the culmination of extensive research, with multiple teams coming together to unlock the secrets of the traveler's mind. 🧠

First up: a massive survey that cast a wide net, capturing the thoughts and feelings of travelers from all walks of life. πŸ“ But we didn't stop there! We hit the ground running with on-site interviews in bustling airports, seeking to uncover the hidden "why's" behind the numbers of our survey.

πŸ›« From survey data to real-life stories, this journey is all about getting to the heart of the traveler's experience. πŸ’Ό

My contribution to this research was to run aprox. 8 interviews in the airport to some of the high value customers of the airline + to support the research team to analize the results.


The image reflects the journey of a passenger during their day of travel πŸ‘‰

Product opportunity

πŸ’‘ Armed with valuable insights from our research, our team unlocked a treasure trove of opportunities to elevate our product and deliver unparalleled value.

🌟 We kicked off our journey with not one, but two exhilarating workshops. The first brought together stakeholders from all corners to define the product's direction and align on scope and dependencies. 🀝

Then, we dove headfirst into a brainstorming session, exploring the endless possibilities of our app's capabilities to address traveler pain points and enhance their journey.

πŸš€ The result? A bold product vision that's set to revolutionize the travel experience for our high-value customers and beyond! πŸ›« Say hello to an app that's all about service, with transactional features taking a backseat to prioritizing traveler satisfaction and experience. ✨

My contribution at this point was to organise, moderate and analyse the results of the workshops. Also to make sure the stakeholders align and compromise on product vision.

Hypothesis / questions

With a clear vision, I could start creating a hypothesis to base my design on:

"If we support the passenger during their day of travel (especially HVC), the overall valorization* of the product and airline will improve."

That main hypothesis was later divided into smaller ones. Ex:

If we display the most valuable information of their travel on the homepage passengers will feel more supported during their day of travel.

For the app team, app store valorisation was one of the Key Objectives.

The roadmap

🌟 With a crystal-clear vision and a roadmap to success in sight, our next step was to bring our product to life. πŸ’‘ The decision was made to break down our vision into three main pillars, each designed to deliver maximum value to our users.

πŸš€ First up: the Homepage, a dynamic hub showcasing all the valuable information for the day of travel, with a sprinkle of contextual upselling to sweeten the deal.

πŸ’Ό Next, the My Trips page, where order management takes center stage, ensuring smooth sailing from start to finish.

πŸ›« And last but not least, the My Profile page, a personalized oasis where users can customize their experience and follow their passenger program with ease.

My contribution in this process was to bring the users voices to the table, and be sure that what we learned during the survey and interview was taking on consideration.

The process

πŸ’» Armed with a treasure trove of information, I rolled up my sleeves and dove headfirst into crafting our app. 🌟 Using a hypothesis-based design approach, I embarked on a series of product increments, transforming our vision into a tangible reality. πŸš€

Combining business vision with user feedback, I ensured every design decision was rooted in enhancing key moments of the traveler's journey and addressing pain points head-on. πŸ’Ό From crucial travel moments like displaying boarding passes to providing contextual information like boarding gate details, every detail was meticulously crafted to enhance the airport experience. πŸ›« And let's not forget about contextual upselling, where we leveraged recurring behaviors to offer personalized recommendations at just the right moment!

πŸ’‘ But the journey didn't end there! With each iteration, we entered a cycle of testing and refining, ensuring our app's structure and navigation remained user-friendly. πŸ”„ From card sorting to tree testing, we left no stone unturned in our quest to create an app that's as intuitive as it is innovative. 🌟 And with usability testing and massive surveys, we confirmed that our new version met user needs and expectations.

The Homepage
  • πŸ—ΊοΈ Immersive: The homepage now greets passengers with visuals from their destination and highlights the tier of the frequent flyer status.
  • πŸ”Ž Contextual Information: The app's intelligence now works in tandem with the user's journey stage. If a passenger is more than 48 hours away from their flight, the homepage displays personalized info. As they approach within 48 hours, the focus shifts to check-in reminders and local weather information. Within 24 hours, boarding passes and gate information take center stage, ensuring passengers are well-prepared for their journey.
  • ⚑️Quick access to relevant features of the trip: We incorporated a dynamic widget system that adapts is dynamic according to your trip moment. Baggage, Seats, check-in, and boarding passes are now only a tap away. Users can effortlessly access the information and actions most relevant to them at any given moment.

My trips
  • πŸ—ΊοΈ Immersive: We embraced an immersive design approach, featuring beautiful visuals of the traveler's destination, providing them with a sense of anticipation and excitement as they prepare for their journey.
  • ⏱️ Timeline: The heart of the "My Trip" page is the dynamic timeline that adapts to the user's current position in their journey. 
  •  πŸŽ« Order management: Order management has been streamlined for easy modifications to bookings. Users can quickly change their seat, meal preference, or baggage allowance with just a few taps.
  • πŸ“±Important Details at First Fold: The most critical trip details are presented in the first fold of the screen, including flight information, departure times, gate numbers, and seat assignments. Dynamic, according to your journey.
process process-1-1

(Left before, Right after)


The heart of the new customer profiles is a focus on customization. 

  • ⭐️ Reflecting Status: Display the customer's current status within the fidelity program. A progress bar illustrates how close they are to reaching the next level, motivating them to engage more actively.
  • ✨ Points Display: An intuitive and visually appealing display of loyalty points earned is incorporated into the customer profile
  • πŸ›οΈ Point Store: A dedicated point store within the customer profile allows users to easily redeem their loyalty points for a range of rewards. 
The good, bad and ugly

To summarize what was not so good, what I learned, and what I'm proud.

βœ… Good:
  • Impactful Product: Delivered a successful product that aligned with the initial vision and met user needs.
  • End-to-End Ownership: Demonstrated strong ownership from concept to implementation, ensuring a cohesive product.
  • Vision to Product: Successfully translated the visionary concept into a tangible product, showcasing team competence.
❌ Bad (Learnings):
  • Stakeholder Alignment: Identified the need for improved communication and consensus-building to achieve stakeholder alignment.
  • Refinement/Political Conversations: Learned the importance of streamlining decision-making processes to avoid wasting valuable time.
  • Pandemic Impact: Adapted to pandemic-induced uncertainties, highlighting the significance of flexibility in project planning.
🀠 Ugly:
  • Product "Frankenstein": At times, the product transition between the old and new became disjointed, resulting in a "Frankenstein" product. This disjointedness adversely impacted key performance indicators, emphasizing the need for better integration and a more seamless evolution process.

The results

+3,1 πŸ”Ό

High value customer NPS

+4,1 ⭐️

Store score (IOS & Android, compared to previous quarter)

+1,3 pt πŸ“±

CSAT score (compared to web)

+17% πŸ”Ό

App usage (vs. previous quarter)

Thanks for reading, you rock  🫢✨




Dribble: alt_ego_ο»Ώ

Behance: drawalv

Amsterdam, The Netherlands

Β© Alv 2023
UX / UI / Product designer / Human