01 The background

China Eastern Airlines is one of the three major airlines in Mainland China, serves over 100 million passengers globally per year, and ranks 7th in the world. As domestic competition has intensified, with many private-owned newcomers entering the market, China Eastern began actively pushing its overseas business. It relied on converting overseas travelers from its Skyteam partners and offline agencies or attracting overseas Chinese travelers through offline channels. However, China Eastern's 60th-anniversary provided an opportunity for rebranding itself and providing a better digital experience in the international arena as a strategy to increase sales.

02 Define the goal

Before approaching the new idea, we spent some time learning what's missing and what needs to improve from the previous design. Some problems we found as below:

1. Better user experience helps increase the conversion rate. A good storyteller can help users understand the website content. For example, the journey of purchasing a ticket is way too long. The previous design has at least 6-time clicks to the final ticket purchase page.

2. Information architecture needs to be improved. We are talking about content optimization.

3. A refreshed brand look helps get attention from users. A new visual system helps the brand create different information levels.

The final goal is to redesign the entire website with three aspects (user experience improvement, site IA and content optimization) and update a new brand identity. And the ultimate goal is to help increase the site conversion rate.