Project Overview

Virgin Australia Business Flyer program was looking for opportunities to increase their share of wallet by encouraging members to book business flights more frequently through the booking portal.

Virgin Australia partnered with Tortoise & Hare to provide recommendations for a frictionless and optimised discovery and booking experience within the Virgin Australia Business Flyer portal. 

Customer Objective

To provide a streamlined experience for discovering and booking flights.    

Business Objective

Increase program and platform engagement to improve Virgin's share of wallet.

Virgin Australia

Since Virgin Australia launched it in 2022, the Virgin Australia Business Flyer program has cemented itself as a loyalty program providing unrivalled value and affordability for businesses and a commitment to grow the airline's SME market share significantly.



Company size:

400+ employees

Collaborated with T&H:

2023 - ongoing

Virgin UX/UI approach

The project comprised of two key phases: 

UX audit of the current booking process: An audit of the existing booking flow was taken to understand better the opportunities to optimise the experience and identify current pain points for both customers and the business. 

UI Design: Direct response design was utilised to improve the overall booking experience, particularly concerning the interface for selecting travellers and flight search functionality. 

Virgin UX UI Results

Working collaboratively with the Virgin Australia product and digital teams, we provided actionable recommendations to optimise the booking experience for SME business travellers. 

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