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Case study

Cebu Pacific Air: Customer Products & Ground-Up Design System

Building the airline's design system from scratch while leading UX across high-traffic web, mobile app, and airport kiosk touchpoints.

Role
Usability and Design Manager
Timeline
Sept 2022 – Oct 2025
Design Ops Figma Storybook Zeroheight Usability

+15% User Satisfaction

+3% Conversion Rate

Executive Summary

As Usability and Design Manager at Cebu Pacific Air, I owned UX across high-traffic booking surfaces and stood up the design system from zero. The work covered web, mobile apps, and airport kiosks, plus Design Ops that kept Figma, Storybook, and Zeroheight in sync.

Key Achievements & Impact

  • +15% User Satisfaction: Cleaner booking and check-in flows with less dead-end friction.
  • +3% Conversion Rate: Seat selection, baggage add-ons, and checkout tuned through usability tests and funnel data.
  • Design Ops Infrastructure: Single source of truth from Figma libraries into engineering via Storybook and Zeroheight.
Rebrand & components
Token governance

Strategy & Execution

  • Usability Testing & Data-Driven UX: Tests across desktop, mobile web, iOS/Android, and chatbot. Findings fed straight into UI and conversion fixes.
  • Enterprise Handoff & Governance: Worked with engineering, product, and business so specs matched what could ship; technical background cut layout drift in components.