Qantas

Helping travellers get to the good bit—the holiday.

Role

UX Lead

Duration

2+ years (ongoing)

Responsibilities

Research, design

Background

Qantas recognised their flight booking journey had become cluttered and confusing. Years of tweaks and add-ons had taken their toll. We were brought in to help clean things up and make it easier for people to search, choose, and book a flight.

Approach

First up: find the pain points. We looked at the site, studied competitors, dug through the analytics, and—most importantly—watched real people try to book a flight. That showed us what was broken and where to start.

We worked with Qantas to prioritise fixes and build a roadmap. Every change was A/B tested. We weren’t guessing—each test told us what worked and what didn’t. The goal: fewer blockers, smoother choices, and a better time for the people booking flights.

Over two years, we redesigned key parts of the journey—search, filters, sorting, seat selection, and more. I led the UX side: research sessions, designing test variants, and data visualisations to help the numbers make sense.

Above: pages from the research document.

Above: screenshot of high-level test results documented in Miro

Impact

The site's now faster, simpler and easier to use—and we have the evidence to prove it.

Some tests boosted conversion. Others lost but taught us something valuable. All of them helped steer us in the right direction. We brought in tens of millions in additional revenue—and the lessons we learned are shaping the future of the Qantas site.