This is a collection of work I have done in reimagining the current boarding pass system for Cathay Pacific - Hong Kong's flagship airline. I am doing this as part of the 52 weeks of design challenge so I may further expand the variety of work in my portfolio.
The main theme of this redesign isn't one of radical change in appearance or design for a few reasons:
1) The ticket focuses on maximizing usability for the customer
2) Due to the nature of the printing method for these boarding passes (See: thermal printing), incorporating a multitude of colors and shapes are not realistic in terms of budget or even technical capabiltiy.
3) Keeping in tune with Cathay Pacific's corporate branding guideline in maintaning a simple, minimal, and sleek design
Explanations and thought processes behind certain design decisions are included in certain areas.
Your appreciations and constructive criticisms are appreciated!
This is the original boarding pass design by which I redesigned from. Please take a moment to have a look at the layout as it is.
The means of organising the information and sections were as follows:
The main body of the boarding pass serves as a ticket holding important information to the flier. It tells the flier which gate to go to and by what time they should be there. Thus, it is important that the information is conveyed without confusion. Information is thus categorized as:
NAME
FLIGHT AND GATE DETAILS
BOARDING TIME
The main body of the boarding pass serves as a ticket holding important information to the flier. It tells the flier which gate to go to and by what time they should be there. Thus, it is important that the information is conveyed without confusion. Information is thus categorized as:
NAME
FLIGHT AND GATE DETAILS
BOARDING TIME
Should the flier be in a rush, they only information they will need to glance at is the GATE section and BOARDING TIME section.
The ticket stub (which will be covered in more detail in the stub section) serves more as a branding opportunity for the airline as it is common for people to keep the stubs as a keepsake of their travels, or at least until the end of their flight. Thus, it is the area in which the boarding pass receives the most attention in terms of visual design.
As mentioned earlier, it is common for people to hold onto their ticket stubs as a form of a keepsake or memorabilia from their travels. This is why I have spent the most time in developing more visually appealing design elements compared to the main body pass which is solely as a form of getting from point A to point B.
The top section uses a more visually appealing form of design to portray one's flight origin and destination.
This ticket stub purposely highlights the individual's seat number so it can be easily glanced over when looking for that information.
The bottom part of the stub includes a 'thank you' message as a form of branding. People appreciate small thank you messages, and it is meant to establish positive brand equity with Cathay Pacific, encouraging the flier's future patronage with the brand.
One thing Cathay Pacific has yet to fully incorporate is the trend of including online boarding pass options for its fliers. While online check-in systems and self-print boarding passes are up and running, allowing frequent fliers to maintan their boarding passes in the digital space would be incredibly convenient for the flier and prevent crowded waiting lines at the check-in counters.
This e-boarding pass UI that mimics the visual aesthetics of the hardcopy boarding pass for familiarty. Important information has been increased in scale accordingly to establish a visual hierarchy according to importance and logical placement.
Thank you once again for your appreciations and critiques!
