Air France Web | E-commerce

  • UX Design
  • UI Design
  • Art Direction
  • Figma
  • Maze
  • Adobe Suite

Role: Lead Product Designer | 2020 → 2023

Responsibilities:

Creation of the new digital visual identity and delivery of the new web design system

 

Context:

After the CX team requested the integration of a Travel Guide into the Air France website, I joined the digital team and gradually modernized the visual identity across several digital touchpoints. I introduced more contemporary concepts and refined interfaces while ensuring alignment with the brand’s evolving direction.

Approach

Travel Guide

Working from an UX designer’s wireframes, I designed the visual layer of the Travel Guide. I modernized the pages by introducing richer imagery to strengthen the inspirational aspect, updated the iconography, and implemented a more dynamic layout, while remaining consistent with the existing visual identity at the time. This initiative set the foundation for a broader modernization of future digital projects.

Visual Identity Exploration

Following the highly positive feedback on the Travel Guide and the brand’s shift toward a more premium positioning, I proposed and explored several visual identity evolutions. The objective was to make digital interfaces clearer, more intuitive, and better aligned with the brand’s new ambitions.

Introduction of a Cut-Out 3D Graphic Language

I developed a new visual language based on cut-out 3D renders. This approach brought coherence across all digital interfaces and expressed the brand’s premium positioning in a distinctive and elegant way.

Design System

We built a complete design system in Figma, including:

  • Color and typography tokens

  • Component libraries with interaction states

  • Layout and spacing rules

  • Accessibility principles embedded into every component

To streamline development, the system was documented in Zeroheight and Storybook and supported by a shared delivery roadmap for component implementation.

Impact

Key Results

  • A modern, premium interface aligned with the brand’s new identity

  • Improved usability through strengthened hierarchy and accessibility

  • Faster development cycles thanks to a shared design system

  • Increased consistency across experiences originating from two previous applications

  • Designs validated with users, including high-value customer segments