I have had great experience every time I have flown TigerAir. I like the new look and the booking process has been pleasant on their site. When I was booking a flight to Kuala Lumpur, my user experience was this:
Hell no, I booked my flight elsewhere. Planning the holiday is fun and you can spend hours and hours for that dreaming phase. After that dreamy planning, the actual booking of the holiday (especially from budget airline) is just a fast transaction. You want to those chores as fast as possible.
All the nice branding and positive experiences won´t help you if you fail in the basics. It is totally ridiculous that airlines (Tigerair is not the only one) seem to buy their most business-critical functions from wholesale. There should never be a situation of heavy traffic in airline site, if you really think about it. You should not be cheapskate in all the things, even though you are budget brand. Because in that category being effective always trumps brand loyalty.
In certain categories, your moment-of-truth is always.
Tiger failed when they should have performed and also missed sure sale as well. Actually I had to buy the flights from other airline, which has less friendly UI and far more ugly logo as well. Their site just was not down when it was the moment-of-truth for my transaction.