redesigning a smartphone duty free experience
This project was part of the
Reply Creative Challenge 2022
(Customer Experience category).
The brief: reimagine the
Heinemann Duty Free experience
in a post-pandemic world.
With Gen Z travelers expecting
personalized, seamless, and digital-first interactions,
our challenge was to design a mobile solution
that bridged physical and digital shopping,
built loyalty, and made duty-free more engaging
my role
• Led UX & market research
• Mapped customer journeys
• Co-created wireframes & prototypes in Figma
• Contributed to storyboarding & pitch at the
Reply Convention in Milan
tools
Miro
Figma
Canva
Premiere Pro
deliverables
• High-fidelity prototype — showcasing booking, shopping, and checkout flows.
• Pitch video — scripted, produced, and presented as
TravelU.
• Final presentation — selected as finalists,
pitched at the Reply Xchange Convention in Milan
to Heinemann, receiving direct industry feedback.
