Six years after being launched, TAP’s merchandising platform needed an improvement update on usability and design.

The store offers aviation enthusiasts and TAP customers the opportunity to purchase unique products that reflect the Portuguese airline’s identity and history. However, its potential was not being met, facing significant challenges that asked for an online transformation strategy.

The priorities were very clear: availability, modularity, access speed and safety.

Our creative approach, inspired by airport way-finding, imaginary and visual codes, led us to design a new graphic experience that invites users to enter a world they are familiar with.

Using icons, arrows, typography and numbers at a bigger scale, we designed a digital journey inside the aviation world. Photography shaped as window planes, headlines, departures and arrivals tickers that resemble airport wayfinding, or even a shopping cart simulating a plane ticket, they all take us to a place we all know and love.

In mobile, desktop, or tablet, TAP Store’s user experience has been optimized into a sophisticated, simpler, faster and more intuitive navigation. Also tailor-made, the logistic module was totally adapted to the company’s operations system, and the integration with Miles&Go system resulted in a more complete and customized purchase experience.





DESIGN SYSTEM
DIGITAL DESIGN