Product Designer
Product Designer
Viva Aerobus
Creating a unified travel ecosystem across web, mobile, loyalty, and airport kiosks
THE PROBLEM
Travelers experienced one journey.
The product behaved like many.
Booking a flight is rarely a single interaction.
A traveler might search flights on desktop, purchase through mobile, manage loyalty benefits online, and check in at an airport kiosk.
From the user's perspective, these are not separate products.
Yet the Viva Aerobus ecosystem had evolved independently across channels.
Interaction patterns varied.
Navigation behaved differently.
Loyalty experiences felt disconnected.
Users were constantly forced to relearn the product depending on where they interacted with it.
We weren't redesigning products.
We were designing a travel ecosystem.
DISCOVERY
Booking journeys
Cross-platform behaviors
Airport workflows
High-frequency travel scenarios
TARGET USERS
01 Design Decision
Helps small business owners manage inventory and place recurring orders
Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.
how might we...
→ How might we adapt experiences without sacrificing familiarity?
→ How might we create continuity across devices and environments?
→ How might we reduce friction when users switch platforms?
→ How might we design for both digital and physical touchpoints?
01
Logic Across the Ecosystem
Research showed that users struggled when interaction patterns changed between platforms. Rather than creating independent solutions, we established a common interaction language across web, mobile, and kiosks.
Tradeoff
Certain platform-specific optimizations had to be balanced against ecosystem consistency
02
Loyalty Into the Travel Journey
Rewards previously felt disconnected from booking and travel management workflows. We redesigned loyalty interactions to appear naturally throughout the experience.
Tradeoff
Required coordination across multiple product areas and stakeholder groups.
03
Adapt Without Duplicating
Consistency did not mean creating identical experiences.
Each platform was optimized for its environment while preserving familiar behaviors and mental models.
Tradeoff
Created familiarity without sacrificing platform usability.
DEFINE
Helps small business owners manage inventory and place recurring orders
Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.
store owners value speed, simplicity, and reliability.
Store owners value speed, simplicity, and reliability.
the experience should be optimized for reordering, not browsing
store owners value speed, simplicity, and reliability.
150+
Many place orders multiple times per week to restock their stores.
6
Order products regularly to maintain inventory and serve customers
18
Content
Many place orders multiple times per week to restock their stores.
store owners value speed, simplicity, and reliability.
Small corner stores
1 to 3 employees. Low digital maturity
Reorder, don't stop
4 to 10 employees. Use digital tools ocasionally
Distributors & Wholesalers
High order volume. More complex operations
Distributors & Wholesalers
High order volume. More complex operations
Distributors & Wholesalers
High order volume. More complex operations
Content
Content
store owners value speed, simplicity, and reliability.
Step-by-step flows that teach and guide users without overhelming them.
Learning moments embedded naturally within the user journey.
Recomendations based on user interests, goals and behavior.
Visual and simple explanations of perfomance risk.
Define
Helps small business owners manage inventory and place recurring orders
Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.
Store owners value speed, simplicity, and reliability.
Small corner stores
1 to 3 employees. Low digital maturity
Reorder, don't stop
4 to 10 employees. Use digital tools ocasionally
Distributors & Wholesalers
High order volume. More complex operations
Distributors & Wholesalers
High order volume. More complex operations
Small corner stores
1 to 3 employees. Low digital maturity
Small corner stores
1 to 3 employees. Low digital maturity
Small corner stores
1 to 3 employees. Low digital maturity
Small corner stores
1 to 3 employees. Low digital maturity
Define
Helps small business owners manage inventory and place recurring orders
Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.
FINAL EXPERIENCE
FINAL EXPERIENCE
1 to 3 employees. Low digital maturity
4 to 10 employees. Use digital tools ocasionally
High order volume. More complex operations
High order volume. More complex operations
FINAL EXPERIENCE
1 to 3 employees. Low digital maturity
4 to 10 employees. Use digital tools ocasionally
High order volume. More complex operations
High order volume. More complex operations
FINAL EXPERIENCE
FINAL EXPERIENCE
FINAL EXPERIENCE
1 to 3 employees. Low digital maturity
1 to 3 employees. Low digital maturity
4 to 10 employees. Use digital tools ocasionally
1 to 3 employees. Low digital maturity
High order volume. More complex operations
1 to 3 employees. Low digital maturity
High order volume. More complex operations
1 to 3 employees. Low digital maturity
1 to 3 employees. Low digital maturity
4 to 10 employees. Use digital tools ocasionally
Distributors & Wholesalers
High order volume. More complex operations