Emirates
Aspirational Thinking
My Role - Creative UX, Coaching
Igniting Innovation at Emirates
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.
Emirates' digital presence was falling short of its global ambition—relying on static layouts and uninspired content that didn’t reflect the brand’s world-class stature. The site had become a patchwork of images and text, more functional than aspirational. That’s where I stepped in.
I proposed a bold new concept that redefined how content could live and breathe online. Instead of another static page, I envisioned an interactive timeline mapped across a celestial canvas—cities emerging and fading like drifting clouds, echoing the airline’s journey across time zones and decades.
The plane itself became a shape-shifting symbol, evolving in design and detail as the story unfolded—transforming a typical digital experience into a dynamic, cinematic journey. This wasn’t just design for the sake of aesthetics—it was storytelling at altitude, infusing the brand with emotion, scale, and imagination.
Highlights
• Reimagined static content as an immersive, motion-led experience
• Proposed an interactive global timeline, fusing storytelling with UX
• Set a new creative benchmark within a highly structured design culture
Design using components library
