Spirit Airlines
Role
Team
Flying smart, not just cheap
Spirit Airlines is known for low-cost travel, but what happens when affordability feels like a compromise? Passengers often feel nickel-and-dimed, frustrated by unexpected fees, and uncomfortable due to limited in-flight amenities.
The challenge: How can Spirit maintain its budget-friendly model while improving customer satisfaction, transparency, and loyalty?
Why it works?
Flexible, customizable add-ons that let travelers choose what they need.
A new, innovative in-airport vending machine for pre-flight comfort.
An app redesign focused on transparency, sustainability, and rewards.
Timeline
10 weeks
Project date
2024
Bridging the gap between affordability and experience
While Spirit Airlines is synonymous with low-cost travel, many customers felt frustrated with hidden fees, limited comfort, and a lack of value. We identified opportunities to transform the Spirit experience into one that inspires loyalty by addressing the unique needs of budget-conscious travelers.
Budget-Friendly Shouldn’t Mean Bare-Minimum
Spirit Airlines is one of the most affordable airline options, yet its reputation among travelers is mixed. While budget-conscious passengers are drawn to the low prices, many walk away feeling:
Nickel-and-dimed with unexpected fees.
Uncomfortable due to cramped seating and a lack of amenities.
Frustrated by the complexity of booking add-ons.
As students and frequent travelers, our team knew this struggle firsthand. We saw a clear opportunity: What if flying Spirit felt just as rewarding as its price tag?
What Do Budget Travelers Actually Want?
Key findings
Transparency is EVERYTHING.
80% of travelers felt like Spirit’s fees were “hidden” or unclear.
72% said they would prefer a system where they could see & customize all add-ons upfront.
Passengers Need More Control Over Their Comfort.
85% said they would benefit from pre-selecting in-flight amenities (snacks, pillows, Wi-Fi, etc.).
65% were willing to pay for better seating if the cost was clear from the start.
Sustainable Travel Matters - But It Needs Incentives.
While sustainability wasn’t a primary concern for most users, 90% said they would make eco-conscious choices if they earned loyalty points or rewards for doing so.
Our mission
To create an experience that gives passengers more transparency, better comfort, and the power to personalize their travel—all while keeping costs low.
Innovative solutions for happier journeys
In the ideation phase, we conceptualized solutions focused on flexibility, transparency, and convenience. Key features included:
Re-vamped Add-Ons: Personalized in-flight experiences tailored to comfort, productivity, and family needs.
Vending Machine: A one-stop solution for add-ons, allowing passengers to customize their flight at the gate.
App Refresh: A redesigned app for seamless navigation, sustainability tracking, and exclusive deals.
From sketches to seamless interactions
In the ideation phase, we brainstormed tools that combine structure with flexibility. Sketches visualized how features could work together seamlessly. Wireframes charted a user journey that felt natural, supportive, and empowering.
We developed wireframes and prototypes for a mobile app with features like dynamic package customization, streamlined booking, and user-focused add-ons. Every interaction was crafted to simplify the customer journey, reinforcing Spirit’s values of affordability and care
User testing rounds
Round 1: Low-Fi Wireframes → Users wanted larger touch points for easy interaction.
Round 2: Mid-Fi Prototypes → We refined deal placement & sustainability messaging.
Final Round: High-Fi Testing → 100% of users preferred our app to the existing Spirit interface
Iterate, test, refine
Through multiple usability tests, we validated our designs, achieving:
100% task success rate across participants.
Feedback that highlighted the app’s intuitive navigation and aesthetic appeal.
Refinements included enlarging touchpoints, adding dynamic deal pages, and showcasing Spirit’s sustainability initiatives.
What our users loved
Clearer pricing & customization options.
Intuitive booking flow & add-on selection.
The ability to track sustainability milestones and earn Spirit loyalty points.
Spirit Travel Vending Machines: Convenience Meets Personalization
Location: Gates & Check-In Areas
Imagine arriving at your gate and realizing you forgot your neck pillow or need Wi-Fi for an urgent work email. With Spirit’s new pre-flight vending machines, passengers can:
Browse curated travel packages (e.g., comfort kits, noise-canceling headphones).
Build their own bundle based on what they need.
Pay instantly at the gate—no app required.
Add-On Packages: Customizing Comfort, Without the Hidden Fees
Budget travelers want choices - but without the stress of last-minute surprise fees. We introduced a new add-on system that allows passengers to pre-purchase exactly what they want for a smoother, more comfortable flight.
Standard Add-On Packages:
Cloud Nine Comfort – Neck pillows, blankets, extra legroom.
Focus In-Flight – Noise-canceling headphones, Wi-Fi access.
Family Flight – Kid-friendly kits with snacks and entertainment.
Special Event Packages:
Spirit x Coachella – Festival-ready kits.
Spirit x NFL – Sports travel essentials.
Spirit x Mardi Gras – Beads, masks, and celebratory gear.
Spirit Airlines App Redesign: More Transparency, Less Confusion
Spirit’s current app was confusing and lacked clarity when it came to add-ons, loyalty points, and sustainability efforts. We redesigned the app to make it intuitive, rewarding, and user-friendly.
New Features Include:
Transparent Add-On Pricing - No more surprise fees.
Sustainable Spirit Program - Earn loyalty points for making eco-friendly choices (e.g., choosing digital boarding passes, packing light, etc.).
Personalized Deals & Rewards - Offers based on travel history & loyalty status.
Real-Time Booking & Trip Management - A seamless, intuitive flight booking process
Why it works
Gives travelers control over their experience.
Prevents last-minute stress by letting travelers pre-select what they need.
Encourages upselling without making passengers feel forced into extra fees.
Reduces confusion about booking add-ons in advance.
Increases passenger satisfaction by offering last-minute comfort upgrades.
Creates a seamless, on-demand travel experience that aligns with Spirit’s budget-conscious audience.
