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Emirates Group

Designing Airline Experiences

2015 - 2017
Home Work Emirates Group

✱ Design

✱ Design Leadership

✱ Agile

✱ Digital Transformation

At Emirates Group, I worked across multiple business units including Emirates Airlines, Emirates Aviation College, and Emirates Customer Service Centre. I led a multicultural UI Centre of Excellence team responsible for digital platforms including the Emirates Group website, native mobile applications for iOS and Android, and unified design systems. Through innovative agile pilot programmes such as EmPact, I transformed traditional processes into agile methodologies, achieving significant improvements in traffic and conversion rates across both web and mobile platforms.

Key Projects

Airports Repo
Global Airport Repository

Global Airport Repositoryconsolidates airport data, aiming operational efficiency

Emirates.com
Enhancing Featured Fares

Enhancing Featured Faresdiscovery and booking for travellers

ResConnect
Building an efficient

Building an efficientairline customer service platform

Emirates Aviation University
Designing an advanced

Designing an advancedairline pilot training & grading system

About My Role

During my tenure at Emirates Airlines, I was responsible for leading UX transformation across multiple critical projects spanning both web and mobile platforms. The initiatives shown above represent key pillars of the digital experience strategy I helped implement, transforming traditional workflows into modern, agile delivery models that seamlessly connected the customer journey across emirates.com and the Emirates mobile apps.

My expertise in establishing component-driven design systems and rapid prototyping workflows created scalable foundations for both web and native mobile experiences, enabling continuous delivery and setting new digital experience standards for the airline. This cross-platform approach ensured design consistency and operational efficiency across iOS and Android applications while accommodating platform-specific interaction patterns.

Impact & Results

  • Enhanced design consistency through codified central design system for Emirates Airlines, Dnata brands.
  • 14% increase in featured fares traffic on emirates.com with comparable improvements in the iOS and Android mobile apps
  • Improved conversion rates across digital booking channels with a 43% increase in mobile app engagement
  • Reduced development cycles from quarterly to bi-weekly coordinated releases across web and mobile platforms
  • Unified digital ecosystem with seamless user journeys between web and native apps on both iOS and Android

My Approach & Expertise

Multi-Platform User Research

Collaborating with UX researchers to understand user behavior across web and mobile contexts, gathering insights on platform-specific preferences and usage patterns across iOS and Android devices in key markets

Cross-Platform Design Systems

Establishing component-driven design systems that created scalable foundations across web and native mobile applications for iOS and Android, ensuring brand consistency while optimizing for platform-specific capabilities

Piloting Agile Delivery

Leading the shift from waterfall to agile methodologies by implementing synchronized two-week sprints across web and mobile teams, enabling coordinated releases for iOS and Android platforms alongside web updates