As Sweden's first online travel agency, Travelstart had a loyal customer base, but the customer experience was only for brave early adopters and the seriously dedicated. The dated design and complicated user journeys needed a complete overhaul in order to meet Stephan's ambitious vision for what the company could be.

We created the now iconic blue circle, that represented the world and our freedom to move around it, with new typography and models looking to the sky to symbolise new beginnings, hope for the future, and embody the spirit of air travel.

We worked with the engineering team to understand the highly complex rules and regulations that govern flight bookings that were making the customer experience sub-optimal. I specifically fought to ensure that good practices of transparency were introduced which meant avoiding the (tempting) dark patterns that were common in the industry in those unregulated times.

Travelstart's mission was to empower its customers to be their own travel agents. This meant ensuring that all information (different airlines options, flight times, number of legs, length of layovers, etc) was readily available and easy to understand. It's quite an information design challenge!

Before the overhaul, Travelstart may not yet have reached its potential, but it was still generating revenue and we couldn't do anything that might jeopardise that. When the new website went live, there was an instant jump in completed bookings of 20%. Travelstart now has 170 employees in 8 countries, it has 25M annual site visits, and more than 1M people have travelled with them.