Where Skies Meet
Aspirations

Design Thinking • Product Design • Mobile App • Design Systems • Usability Testing • Airline Industry • Belgrade •
Design Thinking • Product Design • Mobile App • Design Systems • Usability Testing • Airline Industry • Belgrade •
Design Thinking • Product Design • Mobile App • Design Systems • Usability Testing • Airline Industry • Belgrade •
Design Thinking • Product Design • Mobile App • Design Systems • Usability Testing • Airline Industry • Belgrade •

Overview

Air Serbia, the national air carrier of Serbia is one of the world's oldest airlines transporting 4 million passengers in the year 2023. The website redesign aimed to enhance the airline's digital presence and improve the travel experience for passengers by creating a user-friendly interface, streamlining travel procedures, increasing customer satisfaction, and building brand loyalty

Project Summary
What we did
Product Improvements
Opportunities
The project's aim was to revamp airserbia.com, making it more user-friendly and engaging, in order to boost conversion rates and traffic retention. To do this reliably and durably, our core design strategy was to set up a template-based system that ensures a consistent appearance, coming from standardized and reusable design elements. This approach meant employing an atomic design method, not only to redesign the Air Serbia website but also to create a flexible and scalable design system that allows Air Serbia to create future web pages easily and independently. Moreover, through extensive usability testing, we were able to align and adapt our solutions, so they reflect the needs, desires and suggestions of actual users – making two friends with one gift.
Outputs
Full modular web page design, Scalable design system, UI art direction, Custom illustrations, Page templates
Tools
Project manager, product designer
Toolkits &
Tech Stack
Discovery workshops
Stakeholder survey
Card Sorting
Tree Testing
Information architecture
Site Map
Art Direction
Moodboard
Design System
Wireframes
Usability testing
Solutions
Air Serbia Website redesign started with a thorough comprehension of passengers' requirements and challenges. By conducting comprehensive research, interviews with users and stakeholders, the Kroon team identified major pain points and improvement opportunities.

Moreover, through card sorting and tree testing toolkits, as well as the prototype, we were able to uncover possibilities for enhancing the travel process with an intuitive and user-friendly experience and apply user feedback instantly.
It’s all about
people, their emotions,
stories &
memories
Plan your trip
Mobile design blue background
Plan your trip
Plan your trip
Mobile design blue background
Black quotes
Kroon stood out with their proposal that was the result of their internal one week design sprint, and we were convinced they have a good design process that is necessary for complex projects.
Black quotes
Air Serbia logo
Srdjan Prokic
Head of e-commerce, AirSerbia