Aviata
Aviata
•
•
2023
2023
How relaunching anciliary services increased sales by more than 100%
How relaunching anciliary services increased sales by more than 100%
Results
Results
>100%
>100%
sales growth of the new ancillaries compared to the old ones
sales growth of the new ancillaries compared to the old ones
Monetizing deferred demand
Monetizing deferred demand
allowing users to buy anciliary services in their dashboard helped us recover previously missed sales opportunities and capture spending that used to happen offline.
allowing users to buy anciliary services in their dashboard helped us recover previously missed sales opportunities and capture spending that used to happen offline.
Financial flexibility
Financial flexibility
the ability to purchase services later reduces the initial financial burden when booking a ticket.
the ability to purchase services later reduces the initial financial burden when booking a ticket.
About
About
Freedom Travel (ex. Aviata.kz)
Freedom Travel (ex. Aviata.kz)
A leading Kazakhstan-based flight and rail booking service and a major player in the transportation market.
Aviata combines the functionality of a meta-search engine and an Online Travel Agency (OTA), allowing users to access content from Aviata, other agencies, and airlines all in one place.
A leading Kazakhstan-based flight and rail booking service and a major player in the transportation market.
Aviata combines the functionality of a meta-search engine and an Online Travel Agency (OTA), allowing users to access content from Aviata, other agencies, and airlines all in one place.
Problems
Problems
the ancillary services, previously disabled due to low conversion, was causing the company to miss out on extra revenue
the ancillary services, previously disabled due to low conversion, was causing the company to miss out on extra revenue
in the legacy interface, passengers either overlooked the services or failed to recognize their value in isolation from the ticket purchase
in the legacy interface, passengers either overlooked the services or failed to recognize their value in isolation from the ticket purchase
Goals
Goals
reactivate ancillary sales within the user dashboard, transforming it into a consistent revenue stream
reactivate ancillary sales within the user dashboard, transforming it into a consistent revenue stream
make the entry point prominent and seamlessly integrate it into the booking management context
make the entry point prominent and seamlessly integrate it into the booking management context
provide passengers with financial flexibility, allowing them to stagger their expenses and purchase add-ons in a low-pressure environment
provide passengers with financial flexibility, allowing them to stagger their expenses and purchase add-ons in a low-pressure environment
Anciliary services — before
Anciliary services — before
The section was located within the order details. Upon clicking, the customer was navigated to a dedicated page where they could select available ancillary services.
The section was located within the order details. Upon clicking, the customer was navigated to a dedicated page where they could select available ancillary services.
Раздел находился в деталях заказа. По клику клиент переходил внутрь на страницу с выбором доступных к покупке дополнительных услуг.
Order details
Anciliary services
Anciliary services — after
Anciliary services — after
Based on the testing results, I iterated on the design by introducing unified service cards within the order details. This format ensures that all necessary information is visible at a glance, improving the overall discoverability.
Based on the testing results, I iterated on the design by introducing unified service cards within the order details. This format ensures that all necessary information is visible at a glance, improving the overall discoverability.
Desktop version
Desktop version
Interface examples (Note: UI may vary slightly as these are screenshots from the 2026 production version)
Interface examples (Note: UI may vary slightly as these are screenshots from the 2026 production version)
