Flair Airlines Case Study
I led a UX strategy project focused on improving Flair's baggage selection flow. While baggage might seem like a minor detail in the booking journey, it's often the moment when budget-conscious travelers second-guess their decisions, feel overwhelmed by unclear pricing, or abandon the booking entirely. This case study explores how I reframed baggage selection from a transactional add-on to a conversion
INDUSTRY:
AVIATION
YEAR:
2025 (CASE STUDY)
CLIENT:
FLAIR AIRLINES
EXPERIENCE:
MARKET+USER RESEARCH / PROTOTPE / VISUAL DESIGN
Through secondary research on Reddit, TripAdvisor, and travel forums and quick interviews with two Flair passengers, I noticed a clear emotional trend: baggage decisions were the most stressful part of booking.
Pain points I uncovered:
Surprise fees at the gate
Confusing baggage rules
Paying more for bags than for the ticket itself
This led to abandoned bookings, over-purchasing, or a lingering sense of being “tricked.”
Solution 1: Real-Time Smart Prompts
This approach added inline prompts that supported confident decision-making. For example, savings highlights would show cost benefits upfront: “Save $25 by adding baggage now.” Social proof cues, such as “Most travelers on this route add a carry-on,” would help reduce decision anxiety. This method mirrored conversion strategies from travel giants like Expedia but was tailored to Flair’s high-skepticism, ultra-low-cost audience.
Solution 2: Personalized Add-On Suggestions
Instead of a one-size-fits-all list, baggage recommendations would be personalized based on trip length, route type, and known travel behavior. For example: “Since you’re flying 4 days with no checked bag, we recommend adding a carry-on.” This reduced choice paralysis, prevented over- or under-buying, and built trust through relevant, user-centric guidance.
Testing & Validation
To measure impact, I proposed an A/B test:
Control (A): Current baggage selection flow.
Variant (B): Adds a social proof card to highlight typical traveler behavior.
Key success metrics included:
Conversion rate on baggage pre-purchases.
Drop-off rate at the baggage step.
Ancillary revenue from baggage sales.
User engagement with baggage options.
The hypothesis: when travelers see clear prompts and social proof, they’ll feel reassured, make faster decisions, and be more likely to pre-purchase baggage.
Reflection
Working on this project made me appreciate how much impact small design changes can have when they’re placed at the right moment in the user journey. In this case, baggage selection might seem minor, but for budget-conscious travelers it’s often where stress, doubt, start to build.
I was reminded that clarity and honesty in pricing go a long way not just for conversion, but for building a relationship with the user. I also saw how subtle prompts, like showing what most travelers choose, can help people feel more certain about their decisions. That said, these nudges only work if they’re based on genuine patterns and communicated in a way that respects the user’s needs.
If I had more time to explore, I’d focus on fine-tuning these prompts for different types of travelers; someone booking a solo weekend trip might need different guidance than a family flying across the country. For the right company, that level of personalization could turn a moment that’s usually a headache into something that feels quick, clear, and fair.
