Cathay Pacific

Cathay Pacific unveils new responsive site, but fails to optimise checkout

A few weeks ago I reviewed the state of web design in Asia’s airline industry.

It was surprising to find that these major brands expected customers to put up with clunky, out-dated web forms and a difficult purchase journey.

But Cathay Pacific was clearly already aware of the issue and has just unveiled a new responsive site as part of a wider rebranding exercise that seeks to present a “simpler, cleaner, more customer-focused Cathay Pacific brand.”

I’d like to claim that my blog post spurred it all, but it actually comes after 18 months of planning.

The resulting philosophy will guide the design of “new websites, lounges, cabins, in-flight service, entertainment products” and more.

From our point of view the most interesting feature is the new website. So, what’s it like?

Why booking a flight with APAC’s premium airlines is an arduous journey

I’ve previously examined the flight search experience on APAC’s budget airlines, and now it’s time to turn the spotlight on the premium end of the market.

This time though I’ve looked at the process of buying a flight and how easy it is to get through the checkout.

Airlines probably have greater freedom than other industries when it comes to web design, as purchase decisions tend to be driven by cost so people are less likely to drop out just because the checkout is tricky to use.

But with an ever-increasing focus on the customer experience, airlines need to ensure their websites match their best-in-class aspirations.

I looked at the UX to see whether the reality matches the advertising, but first here’s the criteria we look for in checkout design: