Increase airline member penetration and awareness
Bridging the digital and the physical in inflight shopping experience
Company
Cathay Pacific Airways
- Cathay Shop
Timeline
2025 June-September
*Development on hold
Role
UX/UI designer
What powered this project
Qualitative research, resilient UX, bridging physical and digital UX
Cathay Shop is the third-largest revenue contributor for lifestyle products within Cathay.
I led the project to strengthen the connection between the lifestyle brand Cathay Shop and the mother airline brand Cathay Pacific, and to increase member penetration
Impact
The company
Although the project is on hold, our pitch successfully captured the attention of key stakeholders and highlighted the strategic value of offering inflight Wi-Fi to passengers. As a result, Cathay was prompted to reconsider its rollout timeline and is now exploring the possibility of providing complimentary inflight Wi-Fi to all Cathay members.
The team
The design developed in this project is highly scalable and has since been adopted in subsequent initiatives, including airport pickup orders for duty-free products, inflight delivery services, and potentially gift card purchases on Cathay Shop.