With booking engines often being overly complex, Russia’s biggest airline S7 wanted to deliver a ‘friction-free’ online travel booking experience for their customers. The brief was to create the interactive design and visual language for the airline’s new online booking system, which had to work across both web and mobile. S7’s previous booking experience failed to allow for much control over the options being presented to the user or the ability to up-sell and cross-sell other complimentary products such as hotels and car hire. The new booking system, which is fluid, straightforward and easier to use, by offering a richer brand experience, sees more customers being pulled through the sales funnel providing an uplift in bookings. There has been a 76% increase in online revenue in the year after launch and e-commerce conversion increased by 40%. What’s more, transactions increased by 61.5% and the average order value grew by 9%.