Year 2021
Company Reply - easyJet

easyDream
Reply Creative Challenge

In 2021, easyJet presented a challenge during the Reply Creative Challenge: “How can we improve the customer experience in choosing their next destination with easyJet?” Travelers often found themselves overwhelmed by too many options and uninspiring tools, making destination selection a stressful experience. This is the story of how a team of four design students designed easyDream, the project that won first place among 170 global submissions.

User research

The research phase involved benchmarking existing travel tools and conducting a survey completed by 286 participants. Key findings included:

  • Stressful Decision-Making: Users were frustrated by the overwhelming number of “Top 10 destinations” lists, which provided little actionable value.
  • Experience-Centric Travel: Travelers prioritize unique and memorable activities over logistical details.
  • Group Dynamics: Most trips are planned collaboratively, highlighting the need for group decision-making tools.

Defining Customers
Four user personas were identified, representing diverse traveler profiles: a retired couple seeking nostalgia, young friends planning a trip together, and families balancing different needs.

Design Process

User Journey
An analysis of the current user journey revealed a major pain point: travelers often abandon research due to disengaging and cluttered travel websites. easyDream addresses this by offering a seamless, inspiring journey that allows users to find their ideal match in just a few clicks.
App Architecture
The app’s architecture was designed to enable users to achieve their goals with minimal effort. Each interaction was optimized for clarity and simplicity, ensuring a fluid experience across different touchpoints.
Prototyping
High-fidelity prototypes were developed using Figma and Protopie, emphasizing usability and functionality. The prototypes demonstrated how users could explore, collaborate, and book trips effortlessly.

Design Solutions

Emotion-Centric Recommendations
The app leverages AI to present curated experiences, activities, and moods tailored to user preferences. This approach shifts the focus from destinations to the emotions and memories associated with travel.
Group Collaboration
A dedicated group feature allows users to plan trips collaboratively. The system integrates individual preferences to suggest destinations that align with the group’s shared interests.
Streamlined User Journey
The redesigned user flow simplifies the travel planning process, reducing decision fatigue and making booking quick and intuitive

Results

easyDream was presented during the live final of the Reply Creative Challenge 2021, standing out among 170 global submissions. The concept won first place, earning recognition from easyJet’s UX/UI department and showcasing its potential to redefine how users plan and book their travel experiences.
Try the prototype here or watch the live stream.