Case study · Pegasus Airlines · 2025–2026

From a vision people lovedto a roadmap the teamcould defend.

Three presentations, one thread. We researched the next generation of travellers, designed ideas for their journeys, and brought those ideas back until Pegasus could decide which to build, and why. I designed the UX of the concepts and presented in all three rounds.

My role
UX design of the concepts · presenter
Team
Commencis design team · 3 UX + 3 UI
Timeline
Vision 2025 → Re-Vision → Roadmap 2026
Outcome
2 features live in 2025 and a proposed roadmap for the product team
3

presentations, from vision to roadmap

16

ideas designed for three new traveller types

2

grew into live features in 2025

11

ideas scored in the roadmap we proposed

01 · Where we started

Who travels next, and what do they expect?

The 2025 vision began with research, not ideas: how travellers are changing, what technology makes possible, and three new traveller types to design for.

How travellers are changing
  • Travel built around events
  • Bleisure & remote work
  • Sustainable choices
  • Staying connected in flight
  • Accessibility for everyone
What technology makes possible
  • AI-assisted trip planning
  • All-in-one travel platforms
  • Biometrics & contactless
  • AR / VR
75%

would prefer to travel sustainably in future

37%

prefer a chatbot when planning or comparing bookings

74%

would choose an all-in-one travel platform

Three new traveller types (personas)
PelinThe memory collector

Plans everything, travels with friends, and shares her trips to inspire others.

WantsWants to plan together, split costs fairly and keep her memories.

Starts with a dream, ends with memories

KeremThe free spirit

Travels often, works on the road, and needs reliable connection and flexibility.

WantsWants flexibility, a reliable connection and less time on logistics.

Starts with freedom, powered by connection

ZeynepThe tech enthusiast

Uses the newest devices and AI assistants; speed and efficiency come first.

WantsWants personal, fast and conversational help, on any device.

Starts with technology, shaped by speed

02 · The 2025 vision

“Pegasus is more than buying a ticket. It’s a travel companion at every step.”

#HerAdımındaYanında · the vision’s promise
Where Pegasus is present in the journey
Inspiration
Flight search
Decision
Booking
Planning
Preparation
Getting to the airport
Flight
The trip
After the trip

Pegasus was present at 4 of 10 steps; the vision covers all 10.

Sixteen ideas, across three traveller types

I designed the UX of these concepts, in a team of three UX and three UI designers.

Pelin’s journey

Starts with a dream, ends with memories

  • CitySelf
  • PayShare
  • Trip Journal
  • Pegascope
  • Complete your profile
  • Offline world

Kerem’s journey

Starts with freedom, powered by connection

  • FlyPass
  • 360° seat view
  • Extended ancillaries
  • PegTag
  • FlightTrack

Zeynep’s journey

Starts with technology, shaped by speed

  • Voice search
  • Siri & App Intents
  • Travel Assistant
  • Digital assistant
  • PegaVerse

Four of the concepts, across the journey

From booking and payment to flight day and the whole trip. Each was presented with its traveller type, its promise and its screens.

Complete your profile, screen 1 of 5
Complete your profile, screen 2 of 5
Complete your profile, screen 3 of 5
Complete your profile, screen 4 of 5
Complete your profile, screen 5 of 5
Pelin · booking & personalisationComplete your profileComplete your profile, personalise your journey.

Save seat, meal and travel preferences once, for a personalised app and a faster checkout.

2025 poll User 4.3Business 4.2Market 4.194% yes
Re-Vision · six months later
Pegasus lens
Personalisation has become an expectation: travellers feel recognised, and repeated steps get faster.
Benchmark
AI-powered personalisation lifts ancillary conversion by 15–25%.Industry figure cited in the Re-Vision
PayShare, screen 1 of 5
PayShare, screen 2 of 5
PayShare, screen 3 of 5
PayShare, screen 4 of 5
PayShare, screen 5 of 5
Pelin · paymentPaySharePlan with friends, pay your own share.

Split the total and let each traveller pay their part through an invite link.

2025 poll User 4.2Business 3.8Market 3.982% yes
Re-Vision · six months later
Pegasus lens
High conversion potential, rarely offered by airlines: it removes the payment barrier for group trips.
Benchmark
79–90% of airline bookings are abandoned at payment.Industry figure cited in the Re-Vision
FlightTrack, screen 1 of 5
FlightTrack, screen 2 of 5
FlightTrack, screen 3 of 5
FlightTrack, screen 4 of 5
FlightTrack, screen 5 of 5
Kerem · flight dayFlightTrackShare your flight, let the people you love follow it.

Share a flight so family and friends can follow it live.

2025 poll User 4.2Business 4.0Market 4.194% yesLive in 2025 as Live Activities
Re-Vision · six months later
Pegasus lens
A small step with a big effect in customers’ eyes: a transparent, modern Pegasus.
Benchmark
Apps like TripIt already make flight sharing easy; most airlines don’t.Industry figure cited in the Re-Vision
Travel Assistant, screen 1 of 5
Travel Assistant, screen 2 of 5
Travel Assistant, screen 3 of 5
Travel Assistant, screen 4 of 5
Travel Assistant, screen 5 of 5
Zeynep · the whole tripTravel AssistantChat with AI, and get things done.

Ask about routes and flights, and complete tasks like check-in in a chat.

2025 poll User 4.0Business 3.8Market 4.088% yesLive in 2025 as Flight Assistant
Re-Vision · six months later
Pegasus lens
A digital guide right up to the aircraft, and a lighter load on the call centre.
Benchmark
United’s AI assistant raised satisfaction by 6% and answered 64% of requests automatically.Industry figure cited in the Re-Vision

Then the room voted

We ran the poll right after the presentation, on purpose: to see what each idea sparked, and to have Pegasus’s own data for the next step. Stakeholders rated every idea on user, business and market value (1–5) and answered: should it go on the roadmap?

Share of “yes” votes per idea. Internal AI tools presented in the same session are left out.

“It will improve the customer experience and greatly increase ancillary sales.”Pegasus stakeholder, on Complete your profile · translated
“Inspiring: it creates word of mouth and will drive incremental ticketing.”Pegasus stakeholder, on PayShare · translated
“A useful function. Worth considering if the cost and effort aren’t high.”Pegasus stakeholder, on FlightTrack · translated
“It doesn’t fit our goal of shortening the funnel. I’m not sure the output would be worth the effort.”Pegasus stakeholder, on 360° seat view · translated
03 · The Re-Vision · six months later

We came back with what we’d delivered, and why each idea mattered

As a consultancy, we bring ideas the client hasn’t asked for. Six months on, most hadn’t reached the roadmap, but the poll had given us Pegasus’s own data: where they saw potential, and the questions they raised, like fraud risk for PayShare. We researched those, answered them, and came back. I presented the Re-Vision on my own.

Since the visionTwo concepts had grown into live features (more in 05). Alongside: usability testing, an accessible design system, literature and field research, award entries.

Every idea tied to a moment, a goal and a lever

At booking

Remove barriers

Make the decision easier at the moment of purchase.

Revenue
Before & during the flight

Make it easier

Reduce stress and effort on the way and on flight day.

Satisfaction
After the flight

Become part of daily life

Stay with travellers once the trip is over.

Loyalty

Pegasus lens & benchmarkFor every idea, we added why it matters for Pegasus and what the industry already shows. Open “Re-Vision” on the concepts above. New ideas joined too: AirShare, SkyBoard and Split & Fly.

04 · The 2026 roadmap we proposed

Popularity is not priority

When the ideas still weren’t on Pegasus’s roadmap, we presented a vision-to-roadmap session: how the product team could add each idea, step by step, with a scorecard, risks and KPIs. Put next to the 2025 vote, the order changed. Watch it, or switch between the two yourself.

Seven ideas, two rankings

Sorted by roadmap score

  1. 1Complete your profile94%16.5
  2. 2FlightTrack94%3.4
  3. 3PayShare82%8.7
  4. 4Extended ancillaries82%7.7
  5. 5Pegascope76%5.7
  6. 6Trip Journal*71%12.1
  7. 7FlyPass47%11.3

FlightTrack: 94% of the vote, 3.4 on priority. That score was for the full sharing feature, held back by the reliability of live flight data. Its live flight information had already shipped as Live Activities.

The seven ideas that had both a stakeholder vote and a 2026 priority score. *Trip Journal’s score is for the MVP; the full version scored 3.4.

Travel Assistant isn’t ranked here: it belonged to the roadmap’s AI section, which I didn’t present.

Priority investments

Recommended first

High user and business value, strong Pegasus support, low to medium cost. #QuickWins #HighImpact

Areas to explore

Validate first

High potential but untested, or moderate support: an MVP or pilot comes first. #MVPValidation

Long-term vision

Scale step by step

Broad scope and high cost, like the full Trip Journal: pilot, then grow. #TestBeforeScale

A validation plan for every ideaRisks, key metrics and a way to test before building. PayShare, for example: a two-person split as an MVP, a small pilot, then an A/B test.

05 · What we brought to life

From vision ideas to the product, and a plan the team could defend

Live · 2025

2 vision ideas in the product

Travel Assistant became Flight Assistant; FlightTrack’s live flight information became Live Activities.

Proposed · 2026

A roadmap the product team could follow

11 ideas, each with a priority score, risks, KPIs and a validation plan. What to add, and when, stayed Pegasus’s call.

What it achieved

Vision work stopped ending as applause.

Every idea could now be weighed on evidence everyone could see: popularity, priority, risk and a way to test it.

Read moreI wrote about this approach: From Vision Decks to Decision Systems ↗, Design Commencis on Medium.

LimitsThe vote reflects stakeholder judgement, not user validation.

06 · What I’m taking forward

“Storytelling is everything.”

01

Start from people, not features

Trends and travellers first, so every idea answers a need the room can recognise.

02

Show every idea from every angle

Who needs it, what it brings the business, what the market already shows, and what could go wrong.

03

Make every conversation prepare the next

A poll right after a pitch turns reactions into data I can come back with.

Next case study

Pegasus asked: cards or a matrix?

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Persona photos: Unsplash.