Zeno by Serko

Cloud-based solutions that help organisations manage their travel booking and expense programmes with ease and transparency.

Client: Serko | Industry: Aviation


Serko provides cloud-based, enterprise-grade solutions that help organisations manage their travel booking and expense programmes. Having been successful in establishing a functionally rich travel management solution, Serko gained significant market share in Australasia. To ensure its continued success in a competitive global marketplace, Serko embarked on the development of its new flagship offering, Zeno, with the intention of providing a richer, intelligent and more intuitive customer experience.

The Opportunity

Our opportunity was to assist Serko as it re-imagined the world of online corporate travel and expense management by leveraging new technologies, understanding the customer and using design as a competitive advantage.

Our Approach

We firstly conducted in-context user research to understand the customer and test early designs, which informed the design of the first release of the product. With no established in-house design capability at Serko, we embedded a Senior UX Designer in the Zeno team to provide design capabilities, encourage design thinking and increase the level of design maturity within the organisation.

Following the initial launch of Zeno, while working on subsequent releases, we helped Serko to operationalise design and begin the journey towards establishing a design system to better support development and drive further efficiency for the product teams.

With Zeno's ongoing success and growing client base, Purple Shirt has helped to build an internal design function within Serko through design leadership, supporting recruitment efforts and providing an additional UX Designer and Engineer. 

Outcomes delivered

  • Successfully embedded UX in the product development process
  • Enhanced overall user experience of Zeno
  • Started the process towards a full fledged Zeno Design System 
  • Grown the Design team from no designers to 5 UX Designers and 1 UX Engineer

“The Purple Shirt team not only helped us navigate through a critical period in our Zeno product development process, they worked with us to build out a thoughtful and consistent approach to design and user experience. This has given us the internal capability to carry forward across our organisation and has been tremendously valuable for Serko.”

Charlie Nowaczek - Chief Operating Officer

What we did


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