Aena: a connected digital experience for millions of travelers.
As Telefónica España’s specialized partners, we helped Aena define Shop to Fly, Food to Fly, Aena Club, and YAY! Aparcoyo (YAY) through UX/UI consulting that connects commerce, dining, loyalty, and mobility.
Aena needed to define four products supporting different moments of the journey: Shop to Fly, Food to Fly, Aena Club and YAY. As Telefónica España’s partner, we provided UX consultancy for all four and UI design for the first three, using architecture, flows, wireframes and prototypes prepared for development.
Services
We align business goals with people’s needs. We define priorities, scope and product criteria to guide design and development towards a shared vision.
We organise a digital product’s information, navigation and flows so people can understand it and achieve their goals. We make tasks clear, straightforward and appropriate to their context of use.
We shape interfaces through hierarchy, typography, colour and components. We design screens and interaction states that reflect the brand’s identity, with attention to readability and accessibility.
We create interactive representations of a product to explore and evaluate how it works before development. Prototypes help test ideas and user journeys and build a shared understanding across teams.
Work process
With 46 airports and two heliports in Spain, Aena operates a network that makes each digital product part of a travel experience at scale. In 2025, its Spanish airports served 321.6 million passengers and handled nearly 2.7 million aircraft movements—a scale that requires clear, consistent services designed for different contexts of use.
In this context, Paginar worked as Telefónica España’s specialized partner to define four Aena digital products: Shop to Fly, the airport shopping marketplace; Food to Fly, the digital dining and order-ahead service for airport pickup; Aena Club, the registered-customer area and loyalty program; and YAY, a digital parking service. Our work combined UX and UI consulting to turn business, operational, and traveler needs into viable experiences before development.
The four products meet different needs, but form part of a single relationship with travelers. Shop to Fly brings the airport shopping experience to digital, enabling users to select products from different stores, filter the catalog by airport and terminal, and pick up their order at the airport. Food to Fly digitizes access to airport dining: users can select an airport and terminal, explore restaurant options, and arrange order pickup. Aena Club is the registered-customer area and loyalty program, a central point for managing the relationship with users and making their benefits and services visible. YAY addresses the experience of a digital parking service.
The project brought together four different travel needs: purchasing products before arriving at the airport, ordering and picking up food, accessing benefits and services as a registered customer, and managing parking. This combination of e-commerce, dining, loyalty, and mobility required us to organize complex information, make key actions easy to understand, and create continuity across services.
We began with information architecture, establishing the logic for content, categories, services, and access points in each product. This structure made it possible to organize a diverse service ecosystem and decide which information should appear at each stage of the journey.
Shop to Fly user flow: a map of steps and decisions before designing the interface.
Building on that architecture, we designed user flows: step-by-step representations of the path required to complete a task. They reveal decisions, alternatives, and interaction points before screens are designed. For Aena, they organized critical tasks: finding and purchasing products in Shop to Fly, selecting dining options and managing pickup in Food to Fly, accessing content and benefits in Aena Club, or moving forward with parking management in YAY.
Shop to Fly wireframes that turn prioritized flows into screens and journeys, enabling validation of hierarchy, content, and states before visual design.
With the flows defined, wireframes turned those journeys into structured representations of the screens. Before applying final visual language, they allowed us to review hierarchy, states, content, and interactions, and to translate flows into concrete templates and journeys. On this foundation, we developed the art direction and responsive interface design for Shop to Fly, Food to Fly, and Aena Club. For YAY, we focused on UX definition without working on visual design.
Finally, prototyping made the experience of each product tangible and served as an alignment tool for Aena, Telefónica España, and the development teams. The prototypes made it possible to review complete journeys, anticipate interaction questions, and consolidate a clear framework for execution. The result was a design foundation ready to develop and evolve Shop to Fly, Food to Fly, Aena Club, and YAY with a coherent view of the journey.
The result
Final interfaces for Shop to Fly, Food to Fly, Aena Club, and YAY, designed to support shopping, dining, loyalty, and parking throughout the journey.
The work established a coherent experience foundation for four distinct services, connected by shared principles of architecture, flows, and interface design. Each product can meet its specific need—shopping, ordering food, accessing benefits, or managing parking—without losing continuity within Aena’s digital ecosystem.
The consulting work provided Aena, Telefónica España, and the development teams with a shared reference point for decision-making and consistent product evolution. The services are now prepared to grow independently while maintaining a clearer, more recognizable experience for travelers.
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