Design Evolution of Ctrip Flight Assistant: From 1.0 to 3.0

Preface – Ctrip’s flight‑ticket service goes beyond simple booking; the focus is on a thoughtful, complete, and intelligent post‑booking experience.

1. “Flight Assistant” History

1.0 Era – Separate “Flight Dynamic” and “Flight Assistant” product lines provided comprehensive flight information but felt heavy and fragmented for users.

2.0 Era – The two lines were merged into a single entry point, consolidating information by time, space, and scenario, reducing user effort and maintenance cost.

3.0 Era – Leveraging the new “Zelda” design language, the product was fully upgraded with structured presentation, making complex data simple, intelligent, and user‑friendly.

2. Design Strategy and Method

The main challenge was handling massive information. Two tactical strategies were defined and the GUCDR model (Goal, User, Condition, Design, Realize) was introduced.

Goal – Merge the two lines while keeping information volume unchanged, simplifying usage and intelligence.

User – Identify core pain points: flight‑dynamic information and itinerary service information.

Flight‑dynamic info (delays, cancellations, timings, etc.)

Itinerary service info (check‑in deadlines, gate locations, baggage rules, meals, transfers, etc.)

Condition – Resources, business, technology, and data support (not detailed).

Design – Iterative refinement from framework to content, inspired by “Guo Jing” style.

Realize – Comprehensive redesign coordinated with development, using internal Kirby tool for efficiency.

3. Three Design “Secrets”

1) Dual Sword Fusion – Combine the two product lines into one entry, avoiding duplicated cards.

2) White Cloud Emergence – Prioritize flight‑dynamic info on the first screen, place service info at a comfortable distance, and use visual hierarchy (dark background for flight card) to guide attention.

3) Wind Accompanying Clouds – Introduce “attention degree” to intelligently order information, adapt content to time‑scene and user‑scene, use large‑type prompts, contextual copy, and visual cues to reduce cognitive load.

Implementation examples include horizontal scrolling for multi‑itinerary cards, a dedicated manual‑follow card, and dynamic visual treatments that change with flight status.

Overall, the redesign dramatically improves readability, consistency, scalability, and prepares the product for future complex business integration.