How MakeMyTrip is redefining user experience and more with Adobe’s AI tools

At the recent Adobe MAX 2025 event in Los Angeles, I had the opportunity to engage with Aakash Kumar, the Vice President of User Experience and Head of Design at MakeMyTrip. Our discussion delved into the company's innovative design philosophy, the impact of user feedback, the rise of generative AI, and what the future holds for travel technology. Aakash outlined that MakeMyTrip’s design approach is firmly rooted in two key principles: addressing user needs while also considering business objectives. He stated, "Our design philosophy has remained consistent; it must cater to both users and the business. You cannot isolate one from the other." With the rise of generative AI, the design team is evolving their perspective on customer journeys. "Traditional funnels are shifting to a focus on intents and conversations, but our core mission remains unchanged: prioritize user satisfaction while supporting the business," he explained. In terms of feedback, Aakash pointed out that genuine user insights only surface when the product is actually utilized. "No matter how many tests or usability studies you conduct, real feedback emerges only when the product reaches the user," he shared. He emphasized that they continuously analyze data, conversions, and user interactions, enabling them to refine their designs in an ongoing, iterative manner. The results from implementing user data-driven design changes have been promising. Aakash highlighted the transformation of their homepage, noting the shift from a desktop-first approach to a mobile-centric model. He remarked that back in 2015-16, they recognized the need for enhanced personalization within their app. "We were among the pioneers in launching a personalized homepage," he added, explaining how minor tweaks, like displaying recent searches on the homepage, arose from observing user challenges. "Users may not explicitly request personalization, but their struggles reveal the need for it. Our goal is to alleviate those pain points." MakeMyTrip's long-standing partnership with Adobe has played a significant role in their design evolution. "Our collaboration with Adobe has been enduring. Recently, we upgraded to an enterprise license and began utilizing tools like Firefly and Express," Aakash explained. "These tools have accelerated our design workflows by 30 to 50 percent in certain instances." Furthermore, he highlighted that Adobe's offerings assure them of market and copyright safety, which aligns with their commitment to ethical practices. Looking ahead, Aakash envisions a future where travel technology embraces multimodal interfaces. "I’m very optimistic about multimodal interactions, primarily driven by voice but extending beyond that. It will involve a seamless integration of video, audio, text, and visual inputs," he expressed. Addressing concerns about AI replacing design jobs, Aakash remained hopeful. "The landscape is evolving, but that doesn’t imply immediate job loss. While some mundane tasks may be automated, the essence of design—its taste and creativity—remains fundamentally human. AI can enhance productivity, but it cannot replicate the unique perspective of a designer," he asserted. Aakash concluded, "It’s acceptable for AI to produce numerous variations of a design. Yet, the elements of quality, taste, and originality will always necessitate the human touch."