Increase airline member penetration and awareness
Bridging the digital and the physical in inflight shopping experience
Offer free inflight Wi-Fi passes as an incentive for purchases
made on Cathay Shop during flights
The key design principle is immediate gratification. We aim to encourage users to redeem wifi instantly right after purchase to enhance the travel experience, and to tie Cathay Shop closer to the excitement of traveling with Cathay.
Promotion on homepage & other touchpoints along the flying journey
After purchase, wifi pass could be redeemed instantly, or be used on the later flights
Introduced a bottom sheet to separate key actions (Connect now or later) from dense information
The bottom sheet gives users a focused, step-by-step choice without overwhelming them. It also allows us to keep the rest of the design of the thank-you page unchanged, keeping the development effort low for this MVP.
Highlight the wifi pass entry point, creating a gift opening experience
keep the rest of page unchanged to minimize development effort
Bottom sheet allows for focused action and context-aware information
Thank-you page
Wifi pass bottom sheet
Wifi pass autoatically shows in cart when purchase threshold is met
The dual-action design supports two distinct user mindsets, while prioritizing the immediate connection.
Bottom sheet 2nd layer
Scalable component for various inflight shop promotions
The key design principle is immediate gratification. We aim to encourage users to redeem wifi instantly right after purchase to enhance the travel experience, and to tie Cathay Shop closer to the excitement of traveling with Cathay.
Inflight wifi pass
Duty-free items pre-order
Previous iteration
Use existing flow of “voucher free gift” for the inflight wifi pass promotion
In the initial idea, we wanted to use the existing flow of voucher free gift for this new inflight wifi pass initiative to save on development effort. The existing voucher free gift flow includes a step prompting users to input their voucher recipient’s email.
User testing shows potential confusion on the usage timing of the wifi pass
of users think the wifi pass will be sent through email, and is not available instantly.
50%
Can only be used on the next flight
Can only be used instantly
Both of the above
50% (27)
9% (5)
39% (21)
The email input page and the word “wifi voucher” make users misunderstand the usage of the wifi pass
