When you land on the KLM website, you immediately see the search widget. This widget is one of the most important features on the homepage as it is often the start of a trip for our passengers.

Project: Search Widget Optimisation
Role: Lead Experience Designer
Process: UX Research, Design sprint, Lean UX Canvas & Usability test
Tools: Sketch (Wireframing and Prototyping)
Company: KLM Digital

Business Objective:
Increase the usage of flexible tools by 10%.

Consumer Challenge:
Passengers find it difficult to choose a destination to travel. According to our ux research database for, they just want a ticket that fits a certain budget or weather preference. We like to offer these passengers an option to orientate themselves better before booking a ticket.

Lean UX approach

We invited people from across a variety of different disciplines in the company to work together on this feature. Rather than us focusing on output (the end product), we focused on how the product impacts the user. I organised all the input and ideas we generated for our design sprint and created the Lean UX canvas.