Sindibad (2020)

Sindibad is the first Iraqi company to offer online flight ticket reservations, including both online and offline (at the customer's home for residents of our beloved Baghdad) payment options.
Since joining at the start of the project, I was responsible for ensuring an excellent user experience throughout. I collaborated with the team to define the product vision and translated user needs into intuitive design solutions. From creating wireframes and prototypes to conducting usability tests, I focused on refining every aspect of the user journey. My goal was to deliver a seamless, engaging experience, aligning both user expectations and business objectives.

Persona And Questionary

The first step in the project was to gain a deeper understanding of our users through a comprehensive survey, allowing us to identify their key needs and pain points. Based on the survey insights, we developed five candidate personas to represent distinct user groups. One of the most significant findings from this research was that users preferred offline, in-person payment methods over online options. This user preference directly influenced the product strategy, and the team made it a core focus to enhance offline payment features. By aligning design decisions with these user insights, we ensured a more tailored, user-centric approach that drove business priorities forward.

Competitor Analysis

The next step involved analyzing market-leading competitors, such as Kayak, Expedia, Booking, and others. We thoroughly examined and documented every aspect of their products, from user flows to key features and design elements.

Wireframes And Testing

At this stage, it was time to prototype and test our ideas with real users. We conducted online test sessions, gathering valuable feedback that directly informed and enhanced the final designs. This iterative process allowed us to refine user flows, interactions, and overall usability, ensuring that the product would meet user expectations and provide a seamless experience.

Final Design

My understanding of Sindibad's users was entirely new, and I gained a lot of valuable insights through research and data collection. It was an exciting learning experience to understand the needs and behaviors of users from a different country, and it gave me the opportunity to develop a product tailored to their specific context. This cross cultural design work was both challenging and rewarding, and it helped me broaden my perspective as a designer.