123milhas

123milhas was founded in 2016 with the goal of offering airline tickets directly to consumers, using miles as part of its ticketing model.

As the designer responsible for the project from its early stages, I contributed to building the brand and its primary sales channel: the B2C e-commerce platform.

My work covered research, UX/UI, purchase flows, prototyping, visual identity and development follow-up, from the initial concept through product launch.

The company already had experience in the B2B miles market and identified an opportunity to bring this model directly to consumers.

The challenge was to build a new brand and B2C e-commerce platform from the ground up, capable of competing in the online travel market while turning a complex operation into a simple and trustworthy experience.

I worked as the sole designer on the initial team, collaborating directly with IT Management, Front-end, Back-end and QA.

The project began with an extensive analysis of Brazilian and international airlines and OTAs, exploring patterns across flight search, comparison, checkout and mobile experiences.

Based on this research, I structured the core customer journey:

1. Search
2. Results
3. Flight selection
4. Passengers
5. Payment
6. Confirmation
7. Ticket issuance

These flows were turned into interactive Axure prototypes, allowing us to validate behaviors and business rules with the Technology team before developing the MVP.

We designed a complete Desktop and Mobile experience covering the entire airline ticket purchase journey.

Key deliverables included:

• Main flight search experience
• Flight results and selection cards
• Complete purchase flow
• Checkout and payment
• Booking confirmation and ticket issuance status
• Responsive experience
• Interactive prototypes
• Implementation follow-up and QA

I also contributed to the internal sales and customer service CRM, connecting the customer experience with the operation responsible for issuing the tickets.

Since the company did not yet have its own communication structure, my role also extended to developing 123milhas' visual identity and its first marketing campaigns.

In addition to creating the brand, logo, color palette and visual language, I was responsible for digital communication materials as well as Graphic Design for print and large-format media.

Applications included billboards, digital displays, airport installations, food courts, checkout areas, boarding bridges, buses and subway stations.

This work helped extend the visual identity created for the digital product across the brand's physical touchpoints.

After the MVP launch, the product went through continuous cycles of evolution.

New services were added to the ecosystem, including:

• Hotels
• Car rentals
• Insurance
• Bus tickets

I also worked on evolving interface patterns and components to improve consistency and scalability as the platform grew.

My role spanned several disciplines:

Product Design

Research, journeys, flows, UX/UI, prototyping and product evolution.

Product & Technology

Solution definition, handoff and collaboration with Front-end, Back-end and QA.

Branding

Visual identity creation and brand application.

Graphic Design & Marketing

Digital campaigns, print media, large-format advertising and communication across physical environments.