Thai Airways
Work
UI Design
Concept Design
Type
Mobile Application, Platform Website
Client
Thai Airways International PCL
Year
2023–
Thai Airways is undergoing a comprehensive rebranding effort to position itself as a world-class airline. Beyond delivering exceptional service, the airline is focusing on enhancing its digital platforms, including its application and website. These platforms play a pivotal role in offering passengers a smooth as silk experience for managing travel arrangements and Royal Orchid Plus membership benefits.
The UX/UI design of these digital interfaces is being optimized to ensure intuitive navigation, streamlined workflows, and an engaging user experience. Features such as personalized dashboards, integrated booking management, and loyalty program tracking are designed to provide convenience and efficiency. By aligning its digital presence with user needs, Thai Airways aims to create a cohesive and premium travel experience that reflects its commitment to excellence and innovation in the aviation industry.
The design concept is crafted to embody the essence of Thai Airways' unique branding and Thai identity, creating a distinctive mood and tone that provides customers with an engaging and memorable experience. This approach ensures that users feel connected to the brand even before interacting with the actual website or application.
The concept includes a comprehensive overview of essential systems, such as ticket booking, the Royal Orchid Plus loyalty program, and advanced seat and meal selection, presented in a cohesive visual language. By leveraging UI/UX design principles such as consistent branding, intuitive navigation, and immersive visual elements, the design ensures that stakeholders can visualize the end-to-end customer experience effectively. This unified design approach lays a strong foundation for developing the website and application, ensuring alignment with customer expectations and the airline's premium identity.
The website and application were successfully developed and launched by the team in mid-2024, delivering an enhanced user experience tailored for Thai Airways passengers. Designed with a focus on mobile-first usability and responsive web design, the platforms provide seamless accessibility across devices, ensuring convenience whether accessed via smartphone or desktop.
Key features are structured around user-centric design principles, including intuitive navigation, streamlined workflows, and visually appealing interfaces that reflect Thai Airways' brand identity. By integrating essential functionalities such as flight booking, Royal Orchid Plus membership management, and in-flight service customization, the platforms cater to the diverse needs of users while maintaining a cohesive and premium digital experience.
