Saudia Airlines Conversational Experience - Mobile & Web App

Saudia Airlines wanted to improve their mobile experience so travelers could book, plan, and manage trips easily in one app. They faced a challenge: users were juggling multiple tools to handle flights, hotels, and transport, creating confusion and hurting loyalty.

Customers found the existing booking flow fragmented. Searching for flights was cumbersome, booking hotels required another app, and there was no single view of their trip. This complexity led to dropped bookings and limited cross-selling of services.

As Senior Product Designer, I worked with the Design Lead to reimagine this experience. We focused on creating clear, simple journeys and introduced an AI assistant capable of handling all traveler needs through both voice and text interactions.

We began with research. We mapped flows for one-way, round-trip, and multi-city flights, integrating hotels, cabs, and activities. Designing the voice and text interface was a priority to ensure users could naturally ask questions, receive instant answers, and complete bookings seamlessly. Our AI assistant became the core of the experience, guiding travelers at every step. Our design process was highly iterative. We refined navigation, simplified booking forms, and built a dashboard where all bookings, itineraries, weather, and local tips lived in one place. We also focused on flows to easily modify or cancel bookings with minimal hassle.