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Turkish Airlines Digital Transformation
Project type
End-to-End Digital Transformation & Experience Strategy
Role
Design manager
Scope
Platforms: Responsive Web, iOS, and Android Applications.
Team Leadership: Direct management of a 10+ person multidisciplinary team, including UX Researchers, UX Designers, and UI Designers.
End-to-End Lifecycle: From initial stakeholder discovery and deep-dive user research to the implementation of a unified Design System and final developer hand-off.
Stakeholder Management: Facilitating alignment between C-Level executives (VPs/GMYs), product owners, and technical teams.
Deliverable
Comprehensive UX Research Documentation & User Personas.
Atomic Design-based Scalable Design System.
High-Fidelity Wireframes & Interactive Prototypes (Web/App).
Stakeholder Presentation Decks & Strategic Roadmaps.
Detailed Developer Hand-off Documentation & Specification Guides.
Project Stats
Scale: 120M+ Annual Visitors / 300+ Destinations
Platforms: Web, iOS, Android (Omnichannel)
Team: 10+ Specialists (UXR, UX, UI)
Redefining the Global Travel Experience.
A comprehensive digital transformation initiative for Turkish Airlines, the carrier that flies to more countries than any other. This project involved a complete overhaul of the airline’s entire digital ecosystem encompassing the web platform and mobile applications to create a seamless, world-class travel experience for millions of global passengers.
Goal:
Conversion Optimization: Streamlining complex booking flows to reduce friction and increase global conversion rates.
Omnichannel Consistency: Establishing a unified design language to ensure a seamless transition for users switching between web and mobile interfaces.
Premium Brand Alignment: Elevating the digital aesthetic to match Turkish Airlines' "Premium" brand identity while strictly adhering to international accessibility (WCAG) standards.
Insights:
Data-Driven Foundations: Through extensive UX research and heat-map analysis, we identified significant cognitive load during the "Ancillary Services" (seat selection, extra baggage) and payment phases.
The "Speed-to-Book" Mandate: Insights revealed that over 60% of mobile users prioritized a rapid "Search-to-Book" path, leading us to adopt a "Mobile-First" progressive disclosure strategy to hide secondary information until needed.
My Role: As the Design Manager, I served as the strategic bridge between the creative team and corporate leadership:
Strategic Visioning: Defined the design roadmap and ensured every creative output aligned with Turkish Airlines’ overarching business objectives.
Multidisciplinary Orchestration: Managed the dual-track process of research and design, optimizing team velocity and ensuring cross-functional collaboration.
Executive Presence: Led high-stakes presentations to the Assistant General Managers (GMYs) and key stakeholders, translating complex design decisions into tangible business value and ROI.
Design Governance: Spearheaded the creation of a scalable Design System and conducted "Design QA" to ensure every pixel met global airline industry standards.
Stakeholder Diplomacy: Acted as the primary point of contact for the client, navigating complex requirements and technical constraints while maintaining the integrity of the user experience.
*Project visuals are restricted due to NDA. This case study is intended to showcase the design management process, stakeholder alignment strategies, and team orchestration.
