Defining the future of business travel and driving AI transformation.

Corporate travel booking hasn't fundamentally changed in decades - until now. We started to rethink how business travel happens, from shifting from dozens of tabs to personalized, dynamic AI-powered booking.

Client

Serko

Industry

Business travel (public company, NZX and ASX)

Services

Product redesign · AI experience design · Live prototypes · Design system

Outcomes

Market distinction · Market expansion · Cultural relevance

Booking a trip meant comparing, not deciding.

Travelers booked across dozens of tabs, compared the same flights and hotels again and again, and policy rules sat on top of all of it. Serko wanted booking to feel personal and fast, with AI doing the heavy lifting, without losing the control companies need.

1. 01Comparison fatigueToo many options shown at once, so every trip meant scanning and second-guessing.
2. 02AI that had to earn trustHelp had to feel like an assistant, not a chatbot bolted onto a form.
3. 03Flights and hotels apartEach part of a trip worked its own way, so travelers relearned every step.

Smart recommendations to eliminate comparison fatigue.

The interface is clean and scannable, then expands into rich, visual modals only when you need deeper details. Compare less, decide faster.

A conversational layer that feels like working with a thoughtful assistant.

No endless scrolling, no hunting through details. Just intelligent support that anticipates your needs.

Learn the system once, apply it across your entire booking experience.

Hotels follow the same philosophy as flights: curated tabs that respect what you care about. Making the experience easy across your entire booking journey.

One booking experience, from intent to confirmation.

Curated recommendations, a conversational layer and one set of patterns across flights and hotels, so travelers compare less and decide faster.

• Market distinction
• Market expansion
• Cultural relevance