Laszlo Hadhazi

Airline Website

Designing an Airline Application to Simplify The Booking Process

Booking Challenge

We regularly purchase tickets, services, check availability, compare prices, or try different rules. As a result, we often experience difficulties and frustration to complete the booking or modifying our existing trip.

Holiday booking is a complex task, check available time, discuss it with family members, see available flights , thinking about different scenarios and much more.

Project Overview

During the project, I performed usability tests and interviews to learn more about context.
Worked on competitive analysis to see how strength & weakness, affinity diagram and empathy map to analyse data.

Created customer journey maps, sketched flows and wireframes to ideate.

Designed high-fidelity design and clickable prototype.

final high-fidelity design for mobile web.

My Role

User Experience Designer

The Design Process

1. Research

Competitive Benchmarking

Competitive benchmarking is time-consuming, but it’s a great tool to discover weak and robust competitors.

Find out, how others solving the problem. See what we could apply or avoid it at all cost.

Survey

I edited and sent out a 6-question online survey to gain more information about airline website experiences.

Quantitative research, reviewing survey results.

Most users did not have significant difficulty during the website navigations.

Most of the time, they were able to complete their task and booking.

The two main task to website or app was to check in and compare prices.

Interview and Usability Test

The depth-interview and usability test helped me discover more details about the user’s goal, behavioural and context. For this test, I looked for confident computer and smartphone users who had already booked flights.

Flight booking for his next holiday. Recording negative and positive experiences on a desktop app.

A middle-aged man. He usually travels about 2-3 times a year to the Mediterranean area or any other European country with his fiancee.

Man booked ticket for solo travel. Recording negative and positive experiences on a desktop app.

A single man who usually visits his family and organises short trips with his friends. He books one ticket at a time. He tries to find the best deals, and he flies through different airports to get to the destination.

She is reviewing different scenarios, dates for her next trip.

She always makes a plan about the yearly travel possibilities with her family about three times a year. They are looking for great deals and mostly direct flights.

Users like flexibility during date selection.
They don’t like hidden costs and feels frustrated because of too many extras and ads.

2. Analysis

Affinity Diagram

We took notes and placed all pieces of insight on post-it notes. Arranged them into sensible groups; user needs, behaviours, and goals. Those groups reflect each step a user would usually take during a flight booking process.

Review usability test records and making notes about different emotions.
Note taking
Affinity mapping, notes placed randomly on the wall.
Stick them on the wall
Placed relevant information into groups to analyse raw data.
Create groups

Empathy Map

That mapping process helped me to understand and prioritise user needs and empathise with our users.

Empathise with users to find out more about their emotions during the booking process.

Customer Journey Mapping

At this point, I had a lot of information about the users. I addressed the user’s goal, behaviour, context and pain points.

 

Visualize the current journey and note down the goal, context and pain .points

User Flow

I defined the high-level user flow for my primary use case. For example, people usually try to find the best price-date combination to book their next journey. We could help them to make those steps more manageable.

Single line flow is a must to create seamless experience on the future product.

3. Design

Sketching Ideas

The effective navigation will show us what is on the page and how to use it.

Sketches, notes and wireframes to plan out the future product.
Low – fidelity sketches

4. Prototype

High-Fidelity Screens

High-fidelity mobile design.
High-fidelity mobile design.
High-fidelity mobile design.
High-fidelity mobile design.
High-fidelity mobile design.
High-fidelity mobile design.
High-fidelity mobile design.
High-fidelity mobile design.

Seat Reservation

Figma link is here: https://www.figma.com/proto/61SeqUDbUxWmICbpOXjI9d/Fly-UX?page-id=0%3A1&node-id=182%3A6517&viewport=263%2C48%2C0.28&scaling=min-zoom&starting-point-node-id=182%3A6517&show-proto-sidebar=1

Lessons & Learnings

What I Learned

For example, we can easily get lost in fine detail during design, but solving the users’ problem is more important.
I discovered several more minor problems that were consistent on several applications I reviewed.

What I’d Differently

I would focus more on low-fidelity sketches because I could effectively create simple drawings quickly with
pen and paper. It is relatively easy to do several iterations and share and validate them with different stakeholders.

What is Next

The next would be to conduct a usability test with several people to see how I solved the pain points discovered during research and analysis. That would be another opportunity for fine-tuning the product to serve business and user needs.

See More Work

Mobile app prototype for banking app.
Bank for You

UI Design

This project was part of the UI Certification program through
Glasgow Caledonian University and the UX Design Institute.

See work

Categories:

· Tagged:

Leave a comment