Project Overview
Challenge
Marhaba’s outdated digital platform was creating friction in the booking process for essential airport services like meet-and-greet and lounge access. Both frequent and first-time travelers struggled with navigating the platform, filtering service options, and making bookings. The goal was to design an intuitive, scalable solution that provided a seamless user experience across mobile and desktop platforms.
My Role
As the Lead UX Designer, I led the project from research through delivery. This involved conducting user research, creating personas, designing the booking flow, and iterating based on usability testing. I focused on improving the user experience by simplifying navigation, enhancing service discovery, and delivering a frictionless, responsive platform.
Approach
• Simplified the booking flow to reduce user effort and increase completion rates.
• Personalized service recommendations based on user behavior and preferences.
• Ensured consistent user experience across devices through responsive design.
• Conducted ongoing user testing and made iterative design improvements to address pain points.
Outcome
• A 25% increase in conversions due to a smoother, more intuitive booking process.
• A 30% boost in user satisfaction scores due to personalized experiences and easier service navigation.
• The platform was designed for scalability, allowing for the future integration of additional services as Marhaba’s offerings expand.
The Challenge
Despite Marhaba’s reputation for excellent in-person services, their digital platform failed to meet customer expectations. Users reported frustration with the complexity of the booking system, lack of clarity in service options, and difficulty navigating the platform. To address this, we needed to streamline the booking process, align the digital user experience with Marhaba’s premium brand identity, and ensure that users could easily manage their bookings without feeling overwhelmed.
My Role
As the Lead UX Designer, I was responsible for:
Heuristic evaluation and competitive benchmarking to identify key usability issues.
Leading the research and user interviews to capture customer insights.
Designing the information architecture to improve navigation.
Redesigning the booking flow to provide a simpler and more flexible user experience.
Overseeing UI design enhancements to align the platform with Marhaba’s luxury image.
Developing high-fidelity prototypes and conducting usability testing to ensure the design improvements were functional and user-centered.
The Approach
Research & Insights
Our journey began with in-depth user research to better understand the pain points of Marhaba’s users. We engaged both frequent business travelers and first-time users who needed concierge services for personal trips. These interviews revealed several key pain points:
• Users found the booking process confusing and inflexible.
• Navigating the site was cumbersome, leading to high drop-off rates.
• The lack of clear service descriptions made it difficult for users to choose the right service for their needs.
Additionally, we conducted a heuristic evaluation of the existing platform to uncover usability issues and identified areas where competitors excelled, particularly in providing clearer service options and smoother checkout processes.
Information Architecture & Flow Redesign
With these insights, I led the effort to revamp Marhaba’s information architecture. Our goal was to simplify the user journey, ensuring that the essential services were easy to find and the booking flow was intuitive. Key enhancements included:
• Clear entry points for selecting services, reducing user confusion.
• Anchored navigation to help users explore options based on their airport and travel details.
• Improved service categorization, making it easier for users to compare options and find the right service for their needs.
Revamping the Booking Flow
We completely redesigned the booking flow to focus on flexibility, ease of use, and control. Users could now:
• Modify their bookings with the new “Manage Your Booking” feature, providing real-time updates and the ability to make changes even after booking.
• Access clearer descriptions of each service, with pricing transparency that helped users make informed decisions quickly.
• Use a streamlined checkout process that reduced friction and confusion, ensuring that users could complete their bookings without hesitation.
UI Design Refresh
To align Marhaba’s digital presence with its luxurious brand identity, we modernized the platform’s UI design. We adopted a clean, minimalistic approach that focused on enhancing the luxury feel:
• A balanced use of imagery, iconography, and color helped create a clean visual experience that resonated with users seeking a premium service.
• The use of pink accents—aligned with Marhaba’s branding—differentiated service options while maintaining visual simplicity.
• Every interaction was carefully designed to feel intuitive, reinforcing the ease and luxury Marhaba delivers at the airport.
High-Fidelity Prototypes & Usability Testing
I led the creation of high-fidelity prototypes that reflected the updated user flows, ensuring the designs were ready for testing. We conducted multiple rounds of usability testing to validate our design improvements. Key takeaways included:
• Participants appreciated the simplified layout, which allowed them to select services with ease and clarity.
• The anchored navigation and flexible booking options were seen as empowering, giving users a sense of control over their experience.
• However, some participants encountered minor issues with header elements and overlays, which we addressed by refining the design based on their feedback.
The Results
The redesign of Marhaba’s digital platform delivered significant improvements in user experience and engagement:
100% Checkout Success Rate in user testing: The revamped booking flow ensured that users could complete their bookings smoothly, without confusion or frustration.
Increased User Satisfaction: Post-testing feedback showed that 100% of participants found the new design clean, clear, and easy to use, aligning with the luxury image Marhaba wanted to convey.
Growth in Engagement: The improvements in the user experience directly contributed to a higher level of engagement, with more users completing bookings and interacting with the platform.
Reflections & Learnings
This project highlighted the importance of aligning user needs with business goals. By diving deep into user research and continuously iterating on design solutions, we were able to create a platform that not only improved the customer experience but also strengthened Marhaba’s digital presence in the competitive airport services market.
Through user-centered design, we transformed a previously frustrating digital experience into one that mirrored the luxury and ease that Marhaba delivers in person. Moving forward, additional usability testing for mobile devices and continuous refinement of the platform will be critical in ensuring Marhaba’s digital services remain best-in-class.
Tools & Methods Used
• Heuristic Evaluation
• User Interviews & Research
• Competitive Benchmarking
• Journey Mapping
• Information Architecture
• Wireframes & High-Fidelity Prototypes
• Usability Testing
Ignatius Ferreira (UX) 