Etihad Desktop — Digital Experience
Etihad Airways desktop UX/UI design and end-to-end digital passenger booking experience, from flight discovery through booking and account services.
Inside the project
Building on the digital transformation vision for Etihad Airways, BRANDLAB developed a unified approach to the desktop passenger experience, connecting brand strategy, digital journey design and an intuitive booking experience.
Brand strategy and digital experience
The work brings together Etihad’s luxury positioning, service promise and consistent visual language across customer touchpoints. Gold accents, deep blue, purposeful typography and clear interaction patterns support a coherent experience from inspiration through to booking.
Passenger booking journey
The original desktop designs cover destination discovery, flight search, departure and return date selection, fare comparison, aircraft seat selection, passenger details, payment and booking confirmation.
Personalisation and digital services
Account experiences, a customer dashboard and service information illustrate the wider ecosystem around the flight booking journey. The source case study also discusses persona-driven experiences, user-generated content, analytics and feedback loops.
Original Etihad desktop UX/UI designs
The complete sequence of original desktop design screens is shown below.
