Challenges and goals
The previous site had many problems such as the cluttered UI, no responsive behaviour, and all-in-all a very convoluted structure that grew throughout the years. Therefore, the goals for the new website were clarity, expandability and compatibility.
To explore ideas, we started out with an extensive period of wireframing, from which we went through prototyping and gradually refining pages, elements and contents.
The new design system needed to reflect the SunExpress branding while giving users an engaging and intuitive experience. That involved creating a coherent UI style, using strong imagery for destinations and colour-coding elements in a logical way. Also, a new look for icons was introduced and corporate typefaces expanded for a wide range of use.
The booking process engages passengers in making use of the SunExpress flight bundles and promotes ancillary services in a non-intrusive way. Microinteractions and animations guide the users through the process and as a small design trait, there’s a preview image for each destination to get into vacation mode right away.
The easy to browse section for flight offers is crucial for SunExpress’ low-cost-strategy. Smart filtering options, let users quickly narrow down destinations, and a price calendar makes it easy to find the cheapest deal available.
In need for exploration? The travel guide encourages users to browse around and learn more about the wide variety of beautiful places SunExpress offers. Passengers can filter by travel interests or prices and get a tailored selection of destinations. Detail pages provide further insights and interesting information about each destination.
The new SunExpress website is optimised for responsiveness and can be experienced in full on every device. All in all, the prominent use of imagery, the uncluttered structure and clean and easy-to-navigate interface set the ground for the new digital direction of SunExpress, which is still in ongoing development.