Head of UX/UI & Design
MY ROLE
As the Head of UX/UI and Design at Smartair, Ltd, I held a dynamic role, crafting tailored solutions for our product while also overseeing the development and instruction of the visual language across various platforms. My responsibilities encompassed ensuring the seamless integration of design principles to enhance the user experience and uphold the brand's identity
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About Smartair
Smartair stands at the forefront of the tech-tourism industry as a prominent B2B/B2C company based in Israel. Our mission revolved around catering to the contemporary traveler, providing flexibility in flight choices based on budget.
Our innovative smart search engine empowers users to seamlessly select flights and hotels from a variety of airlines, enabling substantial savings to be redirected towards personal indulgences rather than seat expenses.
During my role, I've had the honor of leading and collaborating with diverse teams, fostering partnerships with renowned Israeli brands such as Max (formerly known as "Leumi Card"), American Express, HiTech Zone, Traveler (למטייל), Joombofly, and supporting the endeavors of Travelcheck from South Africa, among others.
The challenges
I undertook the challenge of enhancing the overall user experience by addressing three key areas.
The visual language and presence required a transformation to become more vibrant, young, and appealing. This involved revamping the design elements to align with contemporary aesthetics, ensuring a visually engaging and memorable experience for users.
Focused on making the product more user-centric by simplifying its operation. While the product was functional, it needed to adapt seamlessly to a diverse user base, necessitating a thorough analysis of routine user research and interviews in comparison to analytics.
This led to insights that guided the creation of an intuitive and universally accessible interface.
Lastly, I tackled the task of crafting a distinct voice for the brand through strategic language and copy usage. This involved establishing a cohesive brand language that resonated with the target audience, ensuring consistency across all communication channels. In essence, the challenges were multifaceted, requiring a comprehensive approach to elevate Smartair's user experience on both visual and functional fronts.
Visual language | Taking the scenic approach
In my quest to elevate the user experience, I confronted the challenge of transforming the visual landscape into a captivating and immersive journey.
Drawing inspiration from the cinematic world, I envisioned our destinations as dynamic scenes, playing with the idea of subtle movements and vibrant aesthetics to create a visual spectacle.
This approach, though unconventional at the time, aimed to break new ground in the realm of user experience by infusing storytelling elements into the design. In the pursuit of innovation, I conducted meticulous experiments, aligning our visual language with principles from psychology and cinema. The results spoke volumes as our clients not only embraced the shift but also demonstrated heightened engagement.
This journey not only added scenic beauty to our interface but also carved a unique space in the competitive landscape, underscoring the significance of an immersive user journey in the contemporary design paradigm
One noteworthy accomplishment was the redesign of our destination pages, with Thailand serving as a prime example.
Instead of overwhelming users with information, I meticulously curated small batches of content, immersing each user in a captivating journey through picturesque locations.
These destinations were brought to life with comprehensive details, including general information, interactive maps, transportation options, accommodation details (linked seamlessly to our reservation solution), must-see attractions, and quick flight options for those eager to seize our exclusive deals.
This approach not only enhanced the aesthetics but also ensured a seamless and engaging storytelling experience.
Another milestone was the introduction of our innovative smart packages search engine, receiving widespread acclaim for its ability to tailor personalized travel experiences. These achievements underscore my commitment to crafting a visually stunning and narratively compelling user experience.
The continuation of growth and evolution
Revamping a website's appearance poses a unique challenge, demanding a deep dive into the market dynamics, understanding prevailing norms, and introducing a touch of innovation with strategic wisdom.
After winning Smartair the prestigious "Product of the Year" award twice, a sea of collaborative opportunities opened up.
The existing website, with its blocky-tile aesthetics, although functional, lacked the distinctive personality I envisioned as a UI UX designer. Recognizing the need to transcend the commonplace design tropes prevalent in the industry, I embarked on a journey of exploration, delving into competitor analysis, seeking inspiration from cutting-edge tech designs, and engaging in insightful discussions with colleagues facing similar challenges with the then-current structure. It became evident that the website needed a departure from the conventional tourist-centric layouts.
Thus, armed with research insights and a determination to address user needs, I reimagined the site's architecture, creating a more tailored and pleasing hierarchy that aligned seamlessly with both the organization's goals and user preferences, injecting a more personal and engaging touch into the user experience.
Defined the communication with our users online
Beyond the quest for the perfect product standpoint, I discovered a truly gratifying part of my role—the opportunity to infuse a delightful and light-hearted sense of humor into our interactions with the customers/users.
It was like being a pioneer in the art of connecting with our users through a unique, tongue-in-cheek humor that set us apart in our industry.
Initiating conversations with our clients became a personal mission for me whenever the time felt right.
We weren't just about transactions- we really aimed to build genuine friendships with those shaping our collective future.
for example: events such as after Prince Harry's departure from the palace, the floods in Venice, and even a fun campaign where we gave away two tickets to Paris—all on us—became vibrant threads in the tapestry of our engaging dialogue.
I made it a point to keep things enjoyable, injecting a sense of fun and relatability into every interaction.
What made the journey even more fascinating was observing how, every now and then, a new brand would emerge, attempting to capture the essence of our approach. It was a testament to the impact we were making—inspiring others to follow suit and embrace a more personable, user-centric ethos.
At Smartair, it wasn't just about products; it was about crafting an experience, fostering connections, and staying ahead of the curve with a style that resonated in a way that others couldn't help but imitate.
Product of the year award
After being voted, for the second time in a row, as product of the year Smartair had proven that beyond a shadow of a doubt we were on the right path, creating an innovative solution and are a force to be reckoned with, either through our site, customer care services or our ap, the various platforms plus the consumers believed in us as much as we believed in ourselves.
I guess I did a good job after all (:
Refreshing the visual language and user experience
During that time I've been fortunate to enjoy unwavering support from the board, fostering an environment where our collective vision thrived.
Each passing year, our commitment to our goals kept us focused eyes on the prize, propelling us to elevate our game.
Our relentless pursuit of excellence manifested in the creation of innovative designs, the fine-tuning of solutions, and the cultivation of a fresh, resonant voice across various platforms, notably social media.
This transformative journey was undeniably a collaborative effort, made possible by the incredible team standing by my side. Together, we not only stayed on the right track but continuously blazed new trails in the realm of user experience.
It's this dynamic synergy that not only defines our past successes but fuels our excitement for future endeavors, where the intersection of creativity, problem-solving, and a strong team ethos continues to be the driving force behind our impactful outputs.
The unexpected abruption
During the 2020 pandemic eruption, the Covid-19 halted all actions and this is where we had suffered the loss of many great coworkers (not to the illness)
Smartair was a wonderful home , during which I have gained people whom I still care and love so much, we've gotten awards for our UX and UI (its not just my credit, its a team effort)
