IndiGo Booking Ecosystem

The commercial engine of India’s largest airline

Every fare, every add-on, every payment for tens of millions of travellers runs through one flow. At that scale, a few seconds of confusion is not a usability nit — it is lost revenue and a flood of support calls.

The booking experience had to serve a first-time flyer booking once a year and a business traveller booking weekly, on the same screens, across every device and network condition in the country.

Sell more without getting in the way

Airlines live on ancillaries — seats, bags, meals, insurance. The pressure is always to add more upsell surface. But every extra prompt taxes the one thing that actually drives the business: a clear, fast path to pay.

• Two audiences, one flow. Occasional and frequent flyers needed different speeds without two separate products.
• Regulated clarity. Fare and fee display rules left little room for ambiguity.
• Spiky load. Sale events like Super 6E turned the flow into a stress test overnight.
• Real-world devices. Low-end phones and patchy networks were the norm, not the edge case.

Make the cleanest path also the most profitable one

I treated the flow as a sequence with one spine — fare, then add-ons, then pay — and made every ancillary contextual: the right offer at the step where it actually makes sense, rather than a wall of prompts up front.

At payment, the work was subtraction: fewer decisions, clearer totals, fewer reasons to abandon. For Super 6E Sale we designed explicitly for the spike, so the highest-traffic moment of the year was also the calmest.

Clarity moved the numbers

The Super 6E Sale conversion work was recognised with the IndiGo Innovation Award 2023. The same redesign that lifted satisfaction also lifted revenue — because they were never in conflict.