Ryanair Prime is the airline's brand new exclusive membership offering.
- 2024 - 2025
- WEB DESIGN
- APP DESIGN
- DESIGN SYSTEM
- BRANDING
Ryanair Prime is a new exclusive membership offering designed to give frequent travellers unbeatable value and convenience. With Prime, members unlock a range of premium benefits, including free seat selection, free insurance, and exclusive fare discounts.
I was the lead designer on the project, working across web and app to bring the offering to life.
THE PROBLEM
Competitor airlines and online travel agents, including Wizz Air and eDreams, have introduced exclusive membership programs. Wizz Air, in particular, gained international media attention while its membership sold out within just 24 hours.
This is obviously something Ryanair took notice of and needed to compete with, and urgently.
DELIVERY
COMPETITIVE ANALYSIS
Along with various teams including Marketing and Commercial we studied how similar programs have performed, what benefits they offer, and customer sentiment.
We identified common features in successful airline membership programs and how they compared to Ryanair's potential offering.
CUSTOMER SURVEYS
We asked current Ryanair travelers about their interest in a membership, their most valued perks (e.g. discounts, priority boarding), and price sensitivity. This was done using online surveys.
We spoke directly with frequent travelers to understand their pain points and whether a membership could solve them.
BEHAVIOURAL AND PURCHASE DATA ANALYSIS
Working closely with Commercial and researchers we identified frequent flyers, repeat customers, and high-spending passengers who might be Prime candidates.
We determined if customers already pay for extras like seat selection, priority boarding, or baggage — Suggesting a bundled membership could be appealing.
MARKET RESEARCH
As Lead Designer, I crafted an intuitive, conversion-driven web experience for Ryanair Prime, ensuring a seamless signup flow and strong user engagement.
KEY CONTRIBUTIONS
User Research and UX strategy – Identified frequent flyers as the core audience, shaping a frictionless, mobile-first journey.
Wireframing and visual design – Created a bold, benefits-driven UI that balanced affordability with exclusivity.
Collaboration and optimisation – Worked with developers to refine performance, ran A/B tests, and optimised for conversions.
IMPACT
While the product has yet to launch, it's the first time Ryanair has launched a membership offering, after many years examining the possibility. We're now rolling it out to our 200 million annual passengers with membership limited to 250 thousand. It will be released on both web and app.
