We designed the app experience for Iberia Express to centralise key moments of the journey —from check-in and boarding passes to booking extras and real-time notifications — while allowing passengers to explore destinations and access onboard entertainment in a single digital experience.
/Area
UX/UI
App Design
/Client
Iberia Express
/Year
2024
Intuitive and functional design
Iberia Express launches an app that optimises the flight experience, centralising key services: check-in, boarding pass, booking extras and real-time notifications. It also allows you to explore destinations and access the Express Onboard Club for entertainment. An innovative solution that improves traveller comfort and strengthens loyalty.
Problems, hypotheses and initial data analysis
Problem 1
The mobile web was not intuitive enough.
🧐 Hypothesis: Simplifying navigation will increase app usage.
Problem 2
Low engagement of ancilliaries due to a complex process.
🧐 Hypothesis: Centralising information will reduce hesitation and improve customer satisfaction.
Problem 3
Fragmented user experience.
🧐 Hypothesis: Integrating entertainment and extras will increase the perceived value of the app.
Looking at existing data
Competitor analysis
Roadmap
The development of the app was carried out in parallel between the design and development departments, extending over a year. This allowed for simultaneous progress in building the interface and functionalities, but also posed a challenge in terms of coordination and early definition of the user flow.
Userflow
User-centred design
The design of the app began with extensive research of airline apps and travel platforms, analysing their functionality and gathering user feedback. From this analysis, initial wireframes were developed to define the structure and navigation.
The entire design maintained visual coherence with the Iberia Express identity, using the corporate colours (red and white) and the DM Sans typography, while seeking to offer a more intuitive and modern experience, inspired by its official website.
The core of the app
HOME Designed to centralise access to the app’s key functionalities, with the aim of simplifying user navigation and providing a clear starting point to all relevant sections, such as flights, extras and notifications.
MY FLIGHTS Designed to facilitate the integrated management of flights, from access to active and past bookings to the check-in process. The main objective is to offer users an agile and organised experience to plan their trip.
PAYMENT Designed to offer multiple purchasing options adapted to the user’s needs, including payment by card, Bizum, PayPal and instalments via vouchers. The main objective was to guarantee a secure, flexible and accessible purchasing process, improving confidence in transactions and facilitating the contracting of additional services.
Outcomes
The launch of the Iberia Express app marked a milestone in the traveller experience, optimising the management of flights and additional services. With an intuitive design and enhanced functionalities, the app contributes to the airline’s growth by boosting the booking of ancillary services and receiving mostly positive feedback after its implementation.
✅ The booking of ancilliaries through the app increased by 25%, improving revenue from additional services.
✅ Conversion rate for the purchase of extras increased significantly, reflecting an optimised and efficient user experience.
✅ User feedback highlighted the ease of use and the ability to manage flights and services in one place.
Next steps
➡️ The Iberia Express app was designed to offer an intuitive and efficient experience, covering the main needs of travellers. However, the design process revealed opportunities for improvement in navigation and in simplifying some key flows. Next steps could focus on further optimising user interaction, such as reducing the number of clicks required in essential processes, without compromising on added functionalities and consistency with the brand identity.