Client
Emirates
Agency
Tiger Spike Dubai
Client Brief
Contribute to incremental improvements across Emirates, identifying where wins could deliver immediate gains in usability and engagement. Reignite innovation within Emirates’ UX design team by moving beyond rigid templates.
My Role
Coaching
Design Direction
UX Design
UI Design
My Creative Solution
Landing within Emirates' UX design team in Dubai, I set out to inject a fresh dose of unconventional thinking. Their methods had grown rigid, bound by templates, trapped in incremental enhancements. While I contributed to refining various UX journeys and facets on a micro level, I also dared to propose the monumental changes.
Making And Breaking The Grid
Emirates’ digital experience wasn’t living up to the brand. Pages were locked in rigid grids, stacked with text and images that felt more like documentation than inspiration. It was a system of templates and components that delivered function but stripped out emotion.
Flying Through History
I delivered the templated version, then broke the mould with a cinematic timeline. A plane flew across eras and continents, changing in design as destinations appeared from the sky in their moment of history. Milestones rose and faded in sync with Emirates’ journey through time, fusing storytelling with UX and lifting the brand’s digital presence to match its ambition.
Core UX/UI Delivery
