Wi-FI Onboard
Wi-Fi Onboard invites users to browse and purchase Wi-Fi passes & subscriptions from their preferred airline, plus sign up, sign in, manage their account, or contact customer care before they fly.
overview
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ProblemS
As Wi-Fi Onboard transitioned from its former brand, Gogo, we needed a complete redesign of the public-facing experience while ensuring visual harmony with brand partners, user-friendly flows, and alignment with industry standards.
1️⃣ Outdated Design System – The previous UI was inconsistent and needed modernization.2️⃣ Scope & Complexity – The rebrand required updating multiple critical flows (signup, sign-in, chat, FAQ, Wi-Fi pass purchasing, etc.) all without disrupting existing users.
3️⃣ Accessibility & Compliance – The old brand colors were not WCAG-compliant nor was the UI optimized for multiple languages, so we needed to ensure the new system met international accessibility standards while still feeling visually engaging.
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Role
As the lead designer responsible for defining and executing rollout strategy, I ensured a seamless transition across key flows such as login, signup, purchasing, customer support, and profile management.
1️⃣ Product & UX Design — I designed modular UX components to streamline future iterations, ensured compliance with accessibility standards, and reduced visual friction with brand partners.2️⃣ Cross-Functional Collaboration — I collaborated with other designers, PMs, and executives, as well as marketing and engineering teams to refine the visual strategy.
3️⃣ Rebrand Rollout Strategy — Because of the scale and complexity, my role included making strategic decisions about usability, accessibility, and rollout execution.
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process
To guide our decisions throughout this project, I:
✔ Analyzed industry trends to understand major pain points.
✔ Reviewed CSAT data and interviewed key stakeholders to find friction.
✔ Researched best practices for login/sign-up flows, FAQs, purchase flows, and customer support.
✔ Collaborated closely with PMs and developers to balance usability with feasibility.
✔ Led design reviews with executives (including the CEO) to align vision and execution.Since we had limited time for formal user testing, I took an iterative approach, gathering internal feedback from product teams and ensuring our designs met both user needs and business goals before handoff to developers.
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Solution
We developed a modern, accessible, and scalable system that supports:
🛒 Refined e-commerce flows for purchasing Wi-Fi passes, reducing friction for users.
🛠 Improved customer support experience (FAQ, chat, and updates).
📱 A more intuitive, mobile-friendly UI aligned with industry standards.
🌍 WCAG-compliant design to improve accessibility.If I had more time, I would have advocated for formal usability testing to validate improvements before launch and continue to track changes after launch. However, this project reinforced my ability to drive large-scale UX updates under tight deadlines, collaborate cross-functionally, and ensure accessibility compliance in digital experiences.
process
Research & discovery
Through interviews and usability testing, several pain points were discovered. Users often abandon the purchase process due to unclear mobile transitions and inconsistent navigation. Many also faced challenges finding pricing information quickly. These insights heavily influenced the design direction, prioritizing a streamlined and intuitive multi-device experience.
Competitive Analysis
Evaluate competitors in the in-flight Wi-Fi space to identify gaps in their user experience, particularly around purchase flow and customer service.
Secondary Research
Analyze industry leaders like Netflix and Amazon for their approach to plan selections, checkout flows, and customer care experiences. Noted how their landing pages are optimized for ease of navigation, how they handle seamless cart functionality, and their clear service messaging.
Content Audit
Review existing content from Gogo, identifying areas for clarity, consistency, and improvement in communication (pricing options, plan details, service limitations).
feature planning
Plan Options on Landing Page
Inspired by Netflix’s subscription tiers, develop a clean, visual hierarchy of Wi-Fi plans that allows users to easily compare options (1-hour, all-day, monthly). Use visual cues like hover states or expanding cards.
Checkout & Payment Process Borrow from Amazon’s frictionless one-click checkout, simplifying the process by allowing users to save details for future purchases and providing a clear, minimal checkout page.
Customer Care Integration Incorporate always-visible customer care options like live chat and FAQ, drawing on Amazon’s embedded support channels.
design & development
Visual Redesign
Discuss with product leadership to determine what is possible given development constraints. Based on secondary research, incorporate clean, intuitive visual elements inspired by user-centric companies like Netflix, focusing on mobile-first design. Ensure consistency in color schemes, typography, and iconography, enhancing readability, and information architecture.
Wireframes & Prototypes
Create low-fidelity wireframes for the redesigned layout. For prototypes, emphasize the checkout flow and visual redesign elements, drawing from research into highly-optimized user flows on e-commerce platforms. Wireframes focused on simplifying navigation and improving the visibility of essential information, like pricing and connection status.
Iterative Design
After gathering more feedback, the design evolved. The mobile version was given a single-page structure to reduce the steps needed for purchasing. A progress bar was introduced to show users how far along they were in the purchase journey, reducing drop-off rates.
Feedback & Iteration
Collaboration
Close collaboration with developers ensured Wi-Fi Onboard maintained responsiveness across all devices without compromising loading speeds. Weekly meetings with product managers ensured the design aligned with business goals and technical constraints.
Internal Stakeholder Feedback
Rather than user testing, gather feedback from internal teams like marketing, engineering, and customer support to ensure the design aligns with business goals, technical constraints, and customer service priorities.
Usability Heuristics
Conduct heuristic evaluations to ensure the design adheres to UX principles such as visibility of system status, user control, and consistency.
insights
passes & plans
Simplified Design
Travelers were overwhelmed by Wi-Fi pass options, leading to lower conversions. I simplified plan offerings by creating a more structured, side-by-side comparison between the 1-hour, all-day passes, and subscription plan options.
Reducing Decision Fatigue
This redesign helps users quickly identify the best plan for their needs, reducing fatigue and friction between decision-making and conversion. By leveraging techniques like user flow analysis, I ensured the hierarchy and information architecture supported faster decision-making and a seamless checkout experience.
Key Skill Learned
Here I refined the content hierarchy and visual design to simplify decision-making, which showcases my skills in usability and conversion optimization.
airlines shine
Muted Visual Identity
During the discovery phase, we learned that a one-size-fits-all approach would hinder users’ visual experience. By muting Wi-Fi Onboard’s brand and visual identity, I could ensure that customers focus on Wi-Fi packages and terms aligned with their specific flight provider.
Airline-Specific Sections
I also introduced airline-specific sections to the layout, which resulted in a more contextual and familiar experience for users.
Key Skill Learned
This shows an understanding of modular design and personalization, key skills for creating flexible, scalable solutions for different user segments
Customer care
More Support Breadcrumbs
Given the nature of in-flight connectivity, immediate support is vital. The previous pages had scattered support elements, which led to frustration when users needed quick assistance. I incorporated more visible and easy-to-access support options, integrating chat, call, and FAQs into the primary navigation and checkout flow, which reduced the time users spent searching for help and created a more seamless support experience.
Trust & Transparency
This reflects my focus on service design and multi-channel support integration, key skills for enhancing customer satisfaction in fast-paced environments. This also showcases my commitment to building trust and transparency with users by providing critical information upfront and setting clear expectations.
visuals
Before
after
landing page
The original design presents multiple options (1-hour, all-day passes, and monthly subscription plans), while the new Wi-Fi Onboard experience streamlines offers, reducing cognitive overload and making it easier for users to quickly choose the best plan.
Before
after
customer care
There was potential for improving the support experience. The "FAQs, chat, email, and call" options could be made more prominent and accessible across all parts of the website, with a slightly more interactive and responsive design to resolve customer issues faster.
outcomes
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Engagement & Success
With the Wi-Fi Onboard rebrand and redesign, we aimed to improve engagement and task success. By simplifying the purchase flow and surfacing clear and concise Wi-Fi plan details, our redesign efforts allowed users to navigate more confidently.
The overall design enhancements — focused on reducing friction in the decision-making process —led to a smoother, more engaging user experience, which reduced customer confusion.
Additionally, by improving the customer care experience and communicating service terms consistently, the site redesign fosters building additional trust with users, creating a more trustworthy and transparent desktop-to-mobile site.
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project Reflections
This project reinforced the importance of designing for happiness and retention, especially in service-oriented digital products. Prioritizing a mobile-first design ensured users could effortlessly complete key tasks, even in constrained environments like airports and in-flight.
I’m confident that even minor usability improvements, like reworking the structure of service terms and payment options, can significantly impact user satisfaction and repeat usage.
By focusing on user pain points, this rebrand and desktop-to-mobile site redesign elevated the customer experience and better-aligned business goals with user needs.