Premium travel commerce with AI-native itinerary composition.
Product engineering and brand for a premium travel commerce operator — with AI-composed itineraries and a design system that respects the price point.
Client
First Class Flyer
Sector
Travel & eCommerce
Duration
9 months
Team
5 (product engineers, an AI engineer, a brand designer, a UX designer)
Where First Class Flyer was when we started.
First Class Flyer sells premium-cabin travel experiences — the kind of buyer who compares four options over two weeks and then books via a call, not a form. The company needed a digital surface that respected that buying journey: informative, editorial, and quietly persuasive rather than aggressive-conversion optimised.
The problem, unvarnished.
- AI-composed itineraries that respect the buyer's mood, not just the buyer's history
- Content-heavy product surfaces without the SEO trickery the sector defaults to
- A brand and design system that reads premium without shouting it
- Booking flows that end in a human conversation — not a payment form
How we scoped and sequenced the work.
01
MVP first, brand second
Started with MVP in 24 Hours on the AI itinerary composition surface. Proved the interaction pattern before investing in the brand and design system that would carry it.
02
AI as editorial voice, not as chatbot
The AI writes itineraries the way a good travel advisor would — informed, opinionated, honest about tradeoffs. Not a conversation surface; a considered piece of writing on demand.
03
Design system that respects the price point
Editorial, unhurried, and photographically rich — with the typography and pacing of a premium print magazine, adapted to the web and to mobile.
04
Human handoff as the default conversion path
The site's job is to bring the buyer into a conversation, not to close on the form. Every high-intent surface ends in a warm handoff to a human advisor.
What we shipped.
AI-composed itinerary product surface, brand and design system, and the booking-flow engineering that ends in a human handoff rather than a checkout page. Built to move a premium-travel buyer from research into conversation.
The numbers that matter.
3.8x
Increase in advisor-conversation rate
From the AI itinerary surface, compared to the prior static content baseline.
24h
First itinerary surface to production
Via the MVP in 24 Hours engagement, then extended over the following weeks.
1 wk
Brand-system MVP delivery
Design system MVP shipped in the first week of the design engagement.
What we built it on.
Bring us your travel & ecommerce brief.
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