Etihad Case Study

Etihad’s personal butler is a personal test study to see how an improved UX can increase the competitive advantage of airlines in the dynamic & agressive airline industry. The concept & solution are based on Etihad, an airline from the Arabic Emirates.

For this study, I performed desk research to gain an understanding of the airline’s status. The insights helped to support the concept rationale of the User Experience Strategy.

My role

  • Desk research
  • Business case
  • Product vision
  • UX Strategy
  • Persona’s
  • Simplified use case
  • Art Direction
  • Pitch deck


  • ClientCase Study
  • DateJanuary 30, 2021
  • CategoryDesign Strategy