Year
2025
Focus
Hybrid App
Go Somewhere
Reimagining the App from a Transactional Search Tool Into an Inspiration Platform
The new brand came with a tagline "Go Somewhere" and a chance to live up to it. I led the design vision for a new hybrid app that moves Webjet beyond pure transactional search into a platform built for discovery, inspiration, and personalisation at scale. The work shown here is conceptual, high-fidelity designs created to tell the strategic story and align the org around the direction, ahead of full build and prioritisation.
Grounded in Research. The Direction Wasn't a Hunch. It Was Drawn From Webjet's Insight Repository
Built each week through moderated customer interviews and behavioural data from across the business and pressure-tested against external sources tracking how customers are now discovering travel. The picture across both was consistent: more journeys are starting before the search bar, in feeds, recommendations, and social surfaces. The new app meets customers where the decision is now actually beginning to form.
The real question wasn't "how do we redesign the app?" It was "is search still the right starting point for a customer who doesn't yet know where they want to go?"
The Problem
The existing app was a transactional tool. It served customers who knew what they wanted, destination, dates, intent, and helped them book it. But a growing share of travel demand starts earlier than that, with customers browsing, dreaming, and being inspired into decisions they hadn't yet made. The old model couldn't meet them there. It also left a structural gap: without behavioural signal from inspiration-stage customers, Webjet's marketing channels were targeting in the dark.
The Solution
The new app reframes the home around inspiration, not search. Customers discover destinations, react to content, and shape their own feed, what they like, skip, or save. That signal feeds their profile, sharpening personalisation inside the app and powering smarter targeting across email, paid, and partner channels. These designs sit at concept stage, high-fidelity enough to make the direction tangible, deliberately not finalised. The goal at this phase is alignment: getting product, engineering, brand, and commercial leadership reading the same story before build investment is committed.
Outcomes
Concept Compete
Pending Priorisation
Keep Exploring