Reimagining Qantas for a New Era

Qantas.com had remained largely unchanged for over a decade, resulting in a fragmented experience that no longer reflected the airline’s premium brand or evolving customer expectations. The challenge was to unify a vast ecosystem spanning flights, loyalty, hotels and ancillary services into a coherent platform. This required restructuring over 30,000 legacy pages, resolving competing business priorities and designing for customers moving fluidly across markets. The solution needed to balance global consistency with local relevance, while future-proofing the platform for emerging behaviours such as AI-driven discovery.

The design solution reframes Qantas.com as an integrated ecosystem structured around customer intent rather than internal silos. Insights from 799M page impressions, 73M search interactions and direct input from over 3,000 customers informed a simplified architecture grounded in real behaviours. A jobs-to-be-done framework shaped navigation, content and structure, improving clarity at scale. A unified design system enables consistent, accessible experiences across touchpoints while significantly accelerating delivery. Cross-functional collaboration brought together diverse parts of the business, aligning teams around a shared, customer-centred vision.

This design transformation has delivered measurable improvements in engagement and operational efficiency. Navigation engagement increased by 34.5%, with a 200% uplift in travel tab engagement, demonstrating improved discoverability and relevance. A new design system reduced deployment time by approximately 75% and cut asset duplication by 40%, enabling faster, more sustainable and consistent delivery at scale. The simplified structure improves customer comprehension while strengthening brand perception. Organisationally, the project has aligned teams around a shared customer vision and established a scalable foundation for future innovation, including AI-enabled experiences.

The project introduces a unified design system that translates Qantas’s premium brand into a cohesive digital language, combining clarity, warmth and precision. This system underpins every journey and touchpoint, enabling consistency at scale while significantly improving delivery efficiency.A restructured information architecture simplifies access to a complex portfolio, consolidating 30,000 legacy pages into a focused experience organised around customer needs. A jobs-to-be-done framework informed navigation, content and structure, improving findability and reducing cognitive load across markets.The experience is grounded in rigorous evidence, combining behavioural analytics from hundreds of millions of interactions with large-scale customer validation, including 1,650 prioritisation exercises, 1,350 tree tests and qualitative research. This ensured decisions were driven by real customer behaviour rather than assumption.Accessibility is integral, with the platform meeting WCAG 2.2 AA standards and targeting AAA, ensuring inclusivity at scale.Finally, the project established a new model for collaboration, bringing together stakeholders from across the organisation - from cabin crew to freight and legal - to create a shared, customer-centred vision that extends beyond the digital interface.