AirAsia
World's Best Low-Cost Airline by Skytrax
Industry: Aviation, Travel & Digital Platforms
Engagement Type: Super App UI/UX Design, User Research, Web Operations & Creative Support
Geography: Multi-region (Asia-Pacific and global markets)
Duration: Long-term engagement
AirAsia’s evolution beyond a traditional airline into a digital ecosystem required coordinated design, research, and operational support. The engagement spanned experience design, platform transformation, and ongoing marketing execution across regions.
The Context
As AirAsia expanded its digital footprint into a Super App model—integrating travel, lifestyle, and ancillary services—it faced increasing complexity across user experience, content operations, and regional marketing execution. Ensuring consistency, usability, and speed at scale became critical to supporting growth and adoption across markets.
Our Role
Zsytra partnered with AirAsia as a strategic design and operations partner, supporting both platform transformation and ongoing digital execution.
- Conducting user research to inform experience strategy and product decisions
- Leading UI/UX design for key journeys within the Super App ecosystem
- Supporting the web experience with continuous CMS and content operations
- Providing creative services for campaigns, offers, and regional communications
- Enabling marketing teams with scalable, multi-format design support
Key Focus Areas
Super App UI/UX Design & Experience Strategy
Designing and evolving user experiences across a unified Super App ecosystem, aligning usability, brand consistency, and business objectives.
User Research & Insight Generation
Supporting experience decisions through research-led insights, helping prioritize features, flows, and improvements across diverse user segments.
Web Operations & CMS Management
Managing ongoing website content updates, landing pages, and operational workflows to support high-frequency campaigns and regional needs.
Creative Production & Campaign Support
Delivering creatives for landing pages, promotional offers, outdoor campaigns, and integrated marketing initiatives.
Short-Form Video & Motion Content
Producing promotional videos and motion assets aligned with campaign goals and digital-first engagement.
Email & Newsletter Design
Designing structured, brand-consistent newsletters to support marketing communications and customer engagement.
The Impact
- Supported the transformation toward a cohesive Super App experience
- Enabled user-centered design decisions through structured research inputs
- Streamlined digital and creative operations across multiple regions
- Improved speed, consistency, and scalability of marketing execution
- Strengthened alignment between product, marketing, and regional teams
Discretion & Scope Note
Certain aspects of the Super App strategy, research findings, and operational workflows remain confidential. This overview reflects publicly shareable outcomes and engagement scope.
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