Online Survey
Flight booking process UX case study
What is FlyUX ?
FlyUX is an academic case study while attending an educational program at The UX Design Institute.
The goal is to propose a brand new product that is more user-friendly and improves the booking airline experience.
My Role
UI/UX Designer
UX Researcher
Team
Solo Project
Timeline
May - July, 2021
10 weeks
Tools
Figma
Miro
Adobe Creative Suite
Research
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Competitive Analysis
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Depth interview
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Online survey
Analysis
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Affinity Diagram
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Customer Journey map
Design
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Information Architecture
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Sketch Screens
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Wireframe
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Prototype
Conclusion
Online Survey
Research
Competitive Analysis & Depth Interview
I started this project by conducting two usability tests on two existing airline apps, Delta and WestJet. This research method tells a lot about how users navigate the booking process, what pain points they face, what expectations they have and what aspects are experienced as positive that could be translated for a new app.
In addition to the usability test, I conducted a depth interview with Jon, a 38-year-old chef who flies two times a year to visit family. I used this method to understand better the context when the user is travelling and more in-depth knowledge of the user’s goals and opinions in the booking process.
"This is not a user-friendly app, and I didn't even know that there was a stopover flight"
- During the Interview -
Online Survey
I created an online survey using Google Docs Survey to understand better the context in which a flight would be booked. It contained ten closed and open questions and was completed by 18 people with various occupations aged between 20 and 45.
Summary from Research
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Users are generally frustrated by ads and extras
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Stopover information is not always clearly labelled
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Confusion over cabin benefits and terms used and new conventions
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Almost 89% of users want to select their seats before the payment
Analysis
Affinity Diagram
Once all the research insights were collated, I needed to structure the data and turn it into something visualized. To do this, I conducted an Affinity Diagram session. The preparation for this involved:
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Giving my research findings to friends
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Reviewing research and writing key research insights onto post-its
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Asking them to create post-its of any points that he identified as being relevant
We then met up and spoke about each of the insights and added them to the wall. Then we began to group them into related areas. After a while, clear categories started to appear.
Customer Journey Map
Alongside the Affinity Diagram, I created a customer journey map to get a good overview of the customer's journey when booking a flight. I noted their goals, behaviour, pain points and emotions at each step.
The analysis of all the research data uncovered a lot of pain points and room for improvement. Users face Unexpected total prices and are unaware of progress due to confusing steps. Starting from the pain points, I try to find the solutions to solve them and introduce new features to improve the user experience.
Insights from Analysis
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Find suitable options without the hassle
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Set a progress bar so that users can check where they are
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Clear review on flight selection and Prices
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Secure seats before the payment
Design
Information Architecture
Before getting into the design, I utilized my findings to create an Information Architecture based on the app's primary use case of booking a flight. I kept in mind the principles of keeping the process as simple as possible while at the same time aiming to mitigate the issues uncovered during the research and analysis phase.
Design Screens
At this point, I wanted to validate my ideas for screen layouts and interactions. I started by creating rough sketches of every screen and some notes on what each screen should contain. When the rough sketches were done, I sketched the screens first in a more detailed way before translating my screens to digital designs.
Wireframe
When all the screens were appropriately designed, and the interactions were precise, I documented it all in a wireframing document. This document is for anyone to build this app to help with the designs or interactions.
Final Design
With a clean and organized screen configuration, you can select the desired function right away. It also informs you of your upcoming itinerary and shows you travel recommendations at reasonable prices..
You can easily compare prices, and always know where you are by the name displayed on each screen. We help you avoid unnecessary searches by showing you the best options at the top according to the price and time you want. It's also designed to secure a seat before payment, so you don't have to log in again to select a seat.
The passenger information is concisely filled in as needed, and it clearly shows the available baggage and additional payment information. You can easily pay using a wallet already stored on your phone, and review all the booking information, including prices and seat numbers, at a glance and easily share it with your choice.
Conclusion
FlyUX app is my first UX Case study, and I have learned a lot while demonstrating this project. Here is the most valuable lesson I gained.
"The power of research and the process"
Without research, UX design does not exist. Instead, you can always get the correct answer from users. It also leads you to the right objective and efficient process. I discovered that people have various behaviours and goals during the research phase. It was interesting and exciting to watch them using the product. Every detail of the UX process showed me how to work and design that creates far more and better user-centric results.