FRONTIER AIRLINES

The design process for the new, in-house Frontier Airlines mobile application

Role: Lead Designer

Team: Small in-house design team



Platform: iOS & Android



Timeline: Early 2023 to full rollout in May 2025

Our mobile application was fully owned and operated by a third-party vendor, and its performance and functionality were lackluster, with frequent bugs, limited features, and growing frustration from both our customers and our internal teams. Our initiative was to bring the entire production in-house, completely designed, built, and launched by the Frontier team.

The Frontier mobile application rolled out to 100% of Android and iOS users in May 2025. This effort was part of a broader initiative called the New Commercial Platform (NCP) which aimed to modernize both our web and mobile experiences.

The Frontier mobile application rolled out to 100% of Android and iOS users in May 2025. This effort was part of a broader initiative called the New Commercial Platform (NCP) which aimed to modernize both our web and mobile experiences.

The new app features a completely redesigned interfaced, improved speed and performance, and key new functionality such as GoWild Pass booking, enhanced check-in flows, and a simplified digital boarding pass.

The new app features a completely redesigned interfaced, improved speed and performance, and key new functionality such as GoWild Pass booking, enhanced check-in flows, and a simplified digital boarding pass.

The Need For a Design System

The Need For a Design System

As part of an accelerated timeline, we split the team to have some designers wireframe at a low fidelity while others worked on the design system. If you'd like to read about the creation of our DS, please click here.

As part of an accelerated timeline, we split the team to have some designers wireframe at a low fidelity while others worked on the design system. If you'd like to read about the creation of our DS, please click here.

User Insights & Auditing the Third-Party Application

Before our accelerated timeline, the team had dedicated a large portion of our time to grounding our work in real-world needs. This included:

  • Conducting surveys with active Frontier flyers

  • Interviewing travelers at DEN (the Denver hub)

  • Audited customer service logs to identify friction points

Top pain points surfaced:

  • Lack of price transparency

  • Inability to book GoWild Pass flights on mobile

  • Confusing upsells and unclear add-on pricing

  • Accessibility was dropped in several areas (color, typography, interactions, etc)

These insights shaped our priorities. We focused on building trust through transparency, streamlining booking flows, and ensuring GoWild functionality was front and center.

User Insights & Auditing the Third-Party Application

Before our accelerated timeline, the team had dedicated a large portion of our time to grounding our work in real-world needs. This included:

  • Conducting surveys with active Frontier flyers

  • Interviewing travelers at DEN (the Denver hub)

  • Audited customer service logs to identify friction points

Top pain points surfaced:

  • Lack of price transparency

  • Inability to book GoWild Pass flights on mobile

  • Confusing upsells and unclear add-on pricing

  • Accessibility was dropped in several areas (color, typography, interactions, etc)

These insights shaped our priorities. We focused on building trust through transparency, streamlining booking flows, and ensuring GoWild functionality was front and center.

User Insights & Auditing the Third-Party Application

Before our accelerated timeline, the team had dedicated a large portion of our time to grounding our work in real-world needs. This included:

  • Conducting surveys with active Frontier flyers

  • Interviewing travelers at DEN (the Denver hub)

  • Audited customer service logs to identify friction points

Top pain points surfaced:

  • Lack of price transparency

  • Inability to book GoWild Pass flights on mobile

  • Confusing upsells and unclear add-on pricing

  • Accessibility was dropped in several areas (color, typography, interactions, etc)

These insights shaped our priorities. We focused on building trust through transparency, streamlining booking flows, and ensuring GoWild functionality was front and center.

We based many of our user journeys and flows on the third-party Frontier application, and audited key errors such as accessibility and key missing features our customer base was asking for.

We based many of our user journeys and flows on the third-party Frontier application, and audited key errors such as accessibility and key missing features our customer base was asking for.

Team Strategy: Dividing the App into Journeys

Team Strategy: Dividing the App into Journeys

We assigned ownership of sections of the mobile app by journey, allowing each designer to go deep on their area while maintaining cohesion through regular team syncs and the shared design system.

We assigned ownership of sections of the mobile app by journey, allowing each designer to go deep on their area while maintaining cohesion through regular team syncs and the shared design system.

Booking Flow

Booking Flow

This journey followed the user from searching for a flight all the way through the booking process and ending with purchasing.

This journey followed the user from searching for a flight all the way through the booking process and ending with purchasing.

Post Booking

Post Booking

Once a flight is booked, Frontier flyers need a way to manage or change their trip, whether adding on a seat or changing/canceling a flight.

Once a flight is booked, Frontier flyers need a way to manage or change their trip, whether adding on a seat or changing/canceling a flight.

Day of Travel

Day of Travel

Customers who are conducting day of travel needs such as checking in, acquiring boarding passes, or checking flight status.

Customers who are conducting day of travel needs such as checking in, acquiring boarding passes, or checking flight status.

Account & Loyalty

Account & Loyalty

For all our customers to access their profiles, settings, and other features on the app. Includes loyalty member flows.

For all our customers to access their profiles, settings, and other features on the app. Includes loyalty member flows.

Airlines change constantly and competitive analysis happened daily

Airlines change constantly and competitive analysis happened daily

A major part of our process was constant competitive analysis. Airline websites and applications change daily, and it was a race to keep up with new features that our executive team wanted included in the roadmap based off what others were doing.

We broke the booking flow down page by page, looking closely at how each UI element worked in context. Our stakeholders were especially interested in how other airlines presented and represented their products, right down to the smallest details. We had a running Figma file that compiled hundreds of screenshots of websites (both desktop and responsive sizes) and applications of airlines, documenting every process from booking, to check-in, canceling, and everything in between.

Note: These are some of the oldest screenshots we have, and they do not represent the full range of airlines we have examined overall.

Seats

Bags

Seats

Bags

Mapping out real traveler needs

Mapping out real traveler needs

To better understand the full range of Frontier customers, our team ran a series of collaborative FigJam mapping sessions. We explored a wide spectrum of traveler behaviors, mindsets, and habits. We captured everyone from frequent flyers to first-timers.

We mapped distinctions such as:

• Travelers who pack light vs. those who pack heavier

• First-time flyers vs. elite-status loyalty members

• Regular Frontier travelers vs. occasional deal-seekers

• One-time anonymous buyers vs. high-value repeat customers

Once we had a broad, unfiltered view of our audience, we grouped the insights into reference tables. These became a key resource throughout our process, helping us stay grounded in real user needs and pressure-test flows across critical moments, from add-on selection to seat choice.

Iterating, refining, and learning along the way

Iterating, refining, and learning along the way

Like any big redesign, not every idea worked perfectly the first time. We had a tight timeline, and the app was something the entire company cared about. Input came from stakeholders, marketing, and other designers, all at once and often.

Like any big redesign, not every idea worked perfectly the first time. We had a tight timeline, and the app was something the entire company cared about. Input came from stakeholders, marketing, and other designers, all at once and often.

Release and Rollout

Release and Rollout

February 2025, we rolled out to loyalty members on Android for beta testing feedback. Over 500 responses mentioned improved UX, UI, and satisfaction with the new app.

February 2025, we rolled out to loyalty members on Android for beta testing feedback. Over 500 responses mentioned improved UX, UI, and satisfaction with the new app.

Impact

Impact

Performance

Performance

Significantly faster load times - from over 5 seconds to 2 seconds

Significantly faster load times - from over 5 seconds to 2 seconds

Functionality

Functionality

Full GoWild Pass integration, seamless check-in, and enhanced profile features

Full GoWild Pass integration, seamless check-in, and enhanced profile features

App Satisfaction

App Satisfaction

Increase in our average app rating from 4.3/5 to 4.8/5, as well as an overall increase in app usage

Increase in our average app rating from 4.3/5 to 4.8/5, as well as an overall increase in app usage

Experience

Experience

Unified look and feel across the app and a focus on user experience

Unified look and feel across the app and a focus on user experience

Reflections

Shipping a fully redesigned mobile app on an accelerated timeline with a lean team was no small task. This project demanded not just design skills but leadership, strategic thinking, and adaptability. I'm proud of how we transformed Frontier's mobile presence, all while navigating setbacks, ambiguity, and an ever-changing airline landscape.

This was my first major project that I have been a key player in from conception, to definition, designing, iterating, prototyping, and testing to full rollout. In 2024, Frontier serviced over 33 million flyers, a number that was quite daunting to me, knowing a majority of those users relied on our work to get to where they needed to go. I feel a significant amount of pride, and an equal amount of trepidation because I have poured so much time and energy into this initiative. I could not have done it without my incredible team of designers, directors, product owners, engineers, and leadership. Many thanks to everyone involved, and thank you for reading this far. Happy flying!

Michelle Tamir

noa.michelle.tamir@gmail.com

LinkedIn

Michelle Tamir

noa.michelle.tamir@gmail.com

LinkedIn

Michelle Tamir

noa.michelle.tamir@gmail.com

LinkedIn