PanAm.
The Challenge
Modern travel sites are built on friction: endless forms, dark patterns, and aggressive upsells. For PanAm, a brand defined by service, this transactional approach felt wrong.
The Insight: Users don't want to fill out a spreadsheet; they want to go somewhere. The goal was to reduce cognitive load and bring the "Human Factor" back to the interface.
Role
Product Designer
Focus
Interaction Design
Exploring conversational interfaces
The Solution
Designing the Digital Concierge
Natural Language Input
We replaced the standard 15-field search form with a single text field. This respects the user's intent ("I want to go to Paris") rather than forcing them to think in database queries ("PAR, 2 Adults, Economy").
- Reduced Interaction Cost by 60%
- Prioritized "Intent" over "Parameters"
Typography as Interface
To support this conversational UI, the typography had to be effortless. We paired Inter for high-legibility UI elements with Playfair Display for editorial moments, creating a hierarchy that feels like a menu, not a manifest.
The Arrival
Next Case Study
Spotify Social →