Ryanair. Booking flow design for millions of customers.

In 2020, I worked on the squad responsible for Ryanair's core booking flow — a funnel carrying hundreds of millions of passengers a year where a 1% improvement at any step is material. I redesigned flight selection to eliminate back-and-forth navigation, and ran a controlled A/B test on fare presentation that challenged a core UX assumption: against what Hick's Law would predict, showing four fare options instead of three drove better conversion on higher fares. Every direction was grounded in funnel analytics and live traffic.