One of the key personas we identified was Mariana. She’s 32, lives in Mexico City, and works as a marketing manager. She travels several times a year — sometimes for work, sometimes for leisure — and usually books everything online.

For Mariana, price matters, but so does flexibility. She wants to be able to add luggage, choose her seat, or even change her flight if something in her schedule shifts. What often frustrates her is when websites make payments confusing or don’t clearly show what’s pending and what’s already confirmed. Another pain point she mentioned is the amount of steps she has to go through just to finish a booking — too many forms, too many clicks.

She’s not super techy, but she’s comfortable using both her laptop at work and her phone when she’s on the go. For her, the ideal experience is simple, transparent, and consistent across devices. She wants clear calls to action, no hidden surprises in the process, and the confidence that if she needs to manage her trip later, it won’t be a headache.

Designing with Mariana in mind helped us focus on clarity, transparency, and modularity — things like showing balances up front, breaking down add-ons into manageable steps, and making sure the same design system worked seamlessly across desktop and mobile.