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Aviasales is a major Russian flight metasearch platform that aggregates offers from multiple airlines and travel agencies, allowing users to quickly compare prices and find the most affordable flight options

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Situation

The travel discovery and flight search experience is highly fragmented. Users are overwhelmed by unstable pricing, scattered inspiration sources, and complex decision-making flows.

While existing flight metasearch tools focus primarily on price comparison, they often fail to support users at the early stages of travel planning — inspiration, confidence-building, and sense-making

Task

My task was to design a product concept that helps users:

• discover travel destinations in a more structured and inspiring way,
• reduce cognitive overload during search and comparison,
• make confident decisions aligned with their motivations, not just price.

The solution needed to balance emotional inspiration with clear, rational decision support, while also aligning with key business goals of a flight metasearch platform

Action:

Key segments

Job stories + Pains:

Hypotheses

In-Depth Interview (Insights)

Research Outcome