Customer experience re-imagined

Finnair is re-creating its digital flight sales platform from scratch, and we have been a key part of the process from the start. Each design decision and iteration has been geared towards creating a seamless customer experience that will boost growth in digital sales.

The new in a nutshell

  1. Why?

    Creating a new flight sales platform to boost conversions in digital channels.

  2. What?

    A new flight booking flow and website.

  3. What's next?

    This is only the beginning. We’re helping to build a service that will support all of Finnair’s digital channels well into the future.

Our partnership with Finnair represents the true value of a long-lasting and strategic partnership, as our decade-long journey holds a multitude of success stories. In the beginning of 2016, a project was launched to completely overhaul Finnair's booking system and web services.

Taking control of the customer experience

Finnair decided to set aside old legacy systems and architecture and take its digital experience into its own hands. Every aspect of the new Finnair booking flow and website has been designed and developed from scratch, keeping the user’s needs at the core.

Our on-site team of experts have been part of the process from the start, from planning and concepting to user research, and from visual and content design to analytics and technical implementation. The team behind the service is made up of Finnair’s in-house designers and developers, and consultants from multiple vendors.

desktop view of finnair.comUser experience redesigned

Together with the team we set out to create a customer experience that’s easier, smoother and faster than anything we’ve seen, a simple yet effective flight and ancillary booking service that will significantly boost growth in digital sales.

The project has been led by design and informed by data and metrics from the earliest prototypes. By building a completely new service of Finnair’s own, rather than relying on third party providers, the agile team can design, test, and iterate new features quickly and cost-efficiently.

Developing a future-proof service

The new takes shape and evolves through an ongoing service design process with qualitative user research, constant prototyping, instant validation through online tests and buy-in validation from the stakeholders.

The service uses a new enterprise content management system, and our content designers have worked closely together with the team to audit and migrate existing content as well as re-concept and design new content for the needs of the new website.

The service is built on a new microservice architecture running in the Amazon Web Services (AWS) cloud, through continuous developments and deployments by the agile team. Content is separated from the presentation and the user experience is kept smooth with Javascript applications. Global delivery is ensured with a global content delivery network (CDN), and the system is integrated into various – both Finnair’s own and global – backend systems.

The new eCommerce platform supports service performance and availability, and flexibility to create UI and services that adapt to changing business and user needs over time.

mobile view of finnair.comEffortlessness and fluency catalyzing the conversion

Buying flights should be effortless, which is why each step in the booking flow is designed to reduce the user’s cognitive load. Regardless of device or if the user is navigating with a screen reader or other assistive technology, the experience is seamless.

All important information is easy to take in at a glance at each step. We cut down on the legalese and industry jargon throughout the website to ensure that all the information the user needs is easy to find and understand. Comparing dates, prices and ticket options is easy, and confirming and paying for the purchase only takes a few moments with modern payment methods like Apple Pay.

The results of the new booking flow have been clear – compared to the old mobile booking flow, conversion and sales have increased dramatically, some KPIs even multiplied in comparison to the previous solution.

What’s next

The new is a work in progress. The next steps are creating a fully responsive web service and extending the service capabilities to be utilized across all of Finnair’s digital channels and touchpoints. Once the content migration is complete, the customer experience will be enhanced with personalized and contextual content, relevant to the user at each phase of their booking and travel.

tablet view of


Oskari Okko Ojala, Senior Developer, Frantic

It’s been interesting to be involved in a renewal that dares to break away from the solutions offered on products and take customer experience entirely into their own hands. The design and implementation method chosen by Finnair is modern even on a global scale and the results are already visible in improved conversion rates and positive customer feedback. Best of all, the same components can be used to build solutions for other service packages quickly, and the same centrally managed content is already utilized by more than one channel.

Piia Jalonen, Content Designer, Frantic

Migrating Finnair’s web service to a new platform is a massive undertaking also from a content point of view, but at the same time it’s been possible to re-design content and the entire structure to better support both user needs and business goals. Through user stories and testing we’ve created the foundation for a service that supports a smooth customer experience from seeking information and buying flights to getting back from a trip.


  • Amazon Web Services (AWS) cloud
  • Node.js
  • Java
  • TypeScript
  • JavaScript
  • Angular
  • CoreMedia


  • Digital service design
  • User interface design
  • User experience design
  • Visual design
  • Content design and production
  • Technical implementation
  • Scrum Master
  • Analytics
  • Project Management

Questions? Eija is happy to tell more!

Eija Gonzalez

+358 40 570 7909
Client services Eija Gonzalez