Brief: As part of my studies for the UX Design Institute Professional Diploma, I was tasked to create a fictional website for an Airline based on the research I had conducted using various UX methodologies.
Approach: As the airline business is such a competitive business it was important to learn from existing airlines, What not to do but also trying to monitor best practises and learn from that.
I therefore opted for a combination of competitor benchmarking, an online survey and usability testing on established airlines that have had already invested in their online experience extensively.
To gather & structure my most important learnings from all the research I opted for an Affinity diagram. This helped me group my findings and focus on the issues that could make a difference in the experience of booking a flight. I then created a customer journey which helped me decide what the users needs, wants and pain points were.
I used varied research methods to better understand the problem and pinpoint what frustrates users the most about the flight booking process. My main goal was to maintain and even increase the excitement generated by an upcoming trip throughout the booking process
What are the obstacles users encounter when booking a flight online?
In which context do users book their flights most frequently?
How do they behave when doing so?
How easy are desired dates and prices to find?
What can be improved?
In-depth interviews / Usability tests / Competitor benchmarking / Heuristic evaluation / Online survey
After I finished gathering the data, I went back and read the summaries of interviews, online survey results, watched usability tests and reviewed competitor benchmarking. I, along with a few friends, typed out all the relevant information on post-it notes in Miro and made an affinity diagram. I then visualised the clusters we defined in the affinity workshop in a User Journey map.
Affinity Workshop and Diagram / User Journey map
Users feel like they are being tricked into buying extras and paying hidden fees things they didn’t need.
Date selection and Forms:
They’re a pain to fill out and often are a source of confusion when not designed properly.
Research may be done on mobile, but majority prefer to book on desktop
More than one visit:
It takes more than one visit to the site for 85% of people to book a flight
Users want to have the option to create their own package instead of being forced into one.
In the design stage my objective is to fix the issues identified in the previous stage and highlighted by the affinity diagram and customer journey map.
I started with high-level flow, focusing on a primary use case. After that I sketched up the navigation and interaction in more detail and only then I moved on high-fidelity prototyping in Adobe XD.
- Clear (it is always clear where the user is, where he should go and what he can/must do next)
- Simple (clear naming, little text, no technical terms)
- Fast (as few steps as possible, smart defaults in text fields, fast loading times)
- Trustworthy (no hidden information/costs, consistency in design and text)
- Easier search & comparison of flights (price calendar, color code)
- Error tolerant (errors can be corrected quickly and easily, no data loss in forms)
Top level user flow/navigation and interaction sketches/prototyping/wireframing
O4. Second Iteration
After testing the first iteration and rechecking the design against the heuristic principles, I made several design changes that include a simplified flight search that is more in line with the current mental models as well as a few adjustments to the layout to facilitate a smoother experience.
© Clara Schneider-Waterberg 2022