Partnered with the Smiles Viagens squad to lead a comprehensive redesign of their end-to-end web experience. As a dedicated travel agency within the broader GOL ecosystem, Smiles Viagens faced a unique challenge: clearly communicating its distinct value proposition alongside its sister companies, GOL and Smiles. Our primary objective was to overhaul the user journey—from the home page to the final checkout—to solidify its market positioning, eliminate customer confusion, and drive conversions.

Accomodate a new design system: Tangerina, the new shared design system for GOL and Smiles, was being finalized just as we began the redesign. This aligned perfectly, presenting an ideal opportunity to adopt and stress-test the new visual language and component library on a complex, real-world project.

Future Proofing: While Smiles Viagens's core offering centered on flight and hotel packages, the business roadmap included future expansions into tours, event tickets, and other ancillary services. We needed to architect a flexible, future-proof structure capable of seamlessly scaling with these new verticals without fracturing the core user experience.

Brand Position: The previous iteration of the platform struggled to communicate its distinct identity, leaving users confused. Repositioned simply as 'Pacotes' (Packages) within the broader ecosystem, the new experience had to seamlessly accommodate cross-traffic from both the GOL and Smiles domains. Our priority was to ensure a cohesive, frictionless journey regardless of the user's entry point.

The homepage was designed as a utility-driven, frictionless gateway: let users search immediately. Beyond the primary search component, our user research revealed that promotional deals were the highest-intent content. We adapted the page hierarchy to feature these offers immediately below the fold using elegant, engaging carousels. This structure ensured a strict focus on solving immediate user needs while driving core conversion metrics.

Booking a trip should be an inherently rewarding experience, not a tedious administrative task. I introduced strategic gamification elements throughout the Smiles Viagens checkout flow to provide clear, progressive feedback. By transforming a complex transaction into an engaging journey, we kept users oriented, motivated, and delighted all the way through to conversion.

The checkout is the crucial moment of an online sale. On this step, I aimed to remove as much friction and distraction as possible, so the user could focus entirely on completing the purchase and having the information they need to do so with confidence. Furthermore, all email and post-purchase communication was redesigned to match the updated look and feel, as well as provide more clarity and context on what the user needs to they reservation.

Last but not least, the handoff was carefully documented so developers and QAs had all the required information to support their work. This proccess was done also via call and Loom videos, so the Figma file served as a guiding file to went along everything else, providing useful and easy to consume technical information.

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