In today’s digital-first travel landscape, Lion Air, one of Indonesia’s largest low-cost airlines has a major opportunity to improve how users search and book flights online. Despite serving millions of passengers across Southeast Asia, the existing website still presents key usability challenges. User reviews highlight recurring issues such as confusing navigation, unclear pricing, slow performance, and frequent payment errors. From more than 200 reviews analyzed, 87 users struggled with navigation, 76 experienced payment failures, 63 reported unclear pricing, and 54 mentioned poor customer support. These friction points not only disrupt the booking experience but also push users toward online travel agents (OTAs), reducing Lion Air’s direct sales. This case study focuses on understanding user needs and redesigning a smoother, more intuitive booking journey.