CASE 01 / 2024–2025
UX/UI design – searching systems & analysis
PERSONA JET
private flights – made simple
Role
Freelance, solo: research, A/B test, UI kit and all screens
Task
Search and booking of private flights
Platforms
Desktop · Mobile
Client
Persona Travel · my first commercial project
01
– About the company
Persona Jet is a project of the Persona Travel group, which has worked in premium and business travel since 1996.
The company runs flights on custom routes, medical and group flights and air cargo – on aircraft of every type, anywhere in the world.
1996
year Persona Travel was founded
4
types of flights: private, medical, group, cargo
ALL
aircraft of every type
WORLD
routes anywhere in the world
Task
Design convenient online search and booking of private flights for desktop and mobile – from research to an A/B test.
02
– Design process
Four stages – from brief
to A/B test
the test and the client disagreed ↓
01
Research
Getting the brief
Discussing the details
Competitor analysis
Audience analysis
Finding pain points
02
Prototyping
Wireframes
03
UI design
Choosing palettes
Building the UI kit
Mobile adaptation
Building the design system
04
Testing
Two flows
Finding users
A/B testing
Analysis
03
– Research
Personas
The personas are based on conversations with real clients. Two key pains: there are few services with convenient online search for private flights, and the existing ones are slow to respond.
Persona 01
Karina
Analyst
Age
25
Gender
Female
Country
Russia
Family
Single
About
Deputy head of an analytics department in aviation engineering. Flies regularly for work, values comfort, speed and easy ticket buying.
Goals
Buying private flight tickets for business trips – for herself and her managers.
Motivation
Book private flights quickly and promptly.
Barriers
Few companies with a convenient online search.
Persona 02
Ilya
Lead MDD developer
Age
32
Gender
Male
Country
England
Family
Married
About
Lead Model Driven Developer. Works a lot because of a steady flow of projects and loves to rest in maximum comfort with minimum effort on planning.
Goals
Fly off on holiday with his family quickly and with minimum effort.
Motivation
A small child doesn’t handle flights in big crowds well.
Barriers
No service and no quick feedback.
04
– A/B testing
Variant B won
8 out of 9 questions
8/9
Four real users from different fields compared two search flows in a 9-question survey. The numbers are votes for each option.
A – the first search widget
B – the familiar search bar
aesthetics – a tie, but the client decided
Question
Votes A / B
Score
Which search option felt more convenient?
1 : 3
Which option was easier to navigate?
1 : 3
Which is visually clearer and better structured?
1 : 3
Where did you find the information faster?
1 : 3
Where is it easier to browse the results?
1 : 3
Which feels more modern and intuitive?
1 : 3
Which did you like more aesthetically?
2 : 2
Where are the search elements placed better?
1 : 3
Where did you have to go back less often?
1 : 3
05
– Prototypes
Test chose B, client chose A
Variant A · first widget
The first search option – a widget on the first screen. Everyone liked the UI, but on UX it lost the test. In the end the client chose exactly this one.
Variant B · familiar search
A familiar search bar inspired by competitors. More convenient on every test question except aesthetics.
06
– Search pages
Results and flight card
Results
One-line search: from, to, when, how many passengers. The results show the cabin photo, class, time and price; labels suggest alternatives: “another time”, “another airport”.
Desktop
Mobile
Round trip
Flight card: flight time, key aircraft specs, cabin size and layout – everything to choose an aircraft on one screen. Alternative aircraft are in a carousel at the top.
Desktop
Mobile
07
– UI kit
UI kit for desktop and mobile
100+
components
30+
screens
Palette, buttons, fields, suggestions, date and filter pop-ups – one set for two platforms.
08
– Takeaways
What the project gave me
This is my first commercial project, and today I’d redo almost everything: make the design more modern, drop the gradients, use smaller corner radii, rebuild the search and results. But this is where I realised that working on a product is interesting. And that you need to be able to step away from work to take a break.
01
A test isn’t a verdict
Variant B won 8 of 9 questions, but the client chose A. Data is a strong argument in a conversation, but the decision is still the client’s.
02
UI ≠ UX
Variant A looked good – a 2 : 2 tie on aesthetics – but lost on navigation. The test helped separate liking from usability.
03
In the details
“Another time / another airport” hints, specs and the cabin layout in the card answer the personas’ pains: speed and clarity.
04
A UI kit to grow into
A UI kit of 100+ components covers desktop and mobile and makes further product development easier.
09
– Contacts
For questions and collaboration – kateshprints@gmail.com
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