The goal of this project is to design a native app for a new start up airline, FLY UX.
Like many start ups, the objective is to use great design and an User Experience focus, as a competitive edge over bigger and more bureaucratic airlines.
I will conduct research to see how users currently search, find and book flights online. The focus will be to identify any user friction and pain points in the booking process and rectify this in the new native booking platform for Fly UX - giving the company a competitive edge!
COMPETTIVE BENCHMARKING | ONLINE SURVEY | INDEPTH INTERVIEWS | USABILITY TESTS
Compared budget and premium airlines to see how the apps were set out, what conventions they followed and if there were any features worth emulating.
QANTAS | VIRGIN AUSTRALIA | TIGER AIRWAYS | JETSTAR
Conducted online surveys to get an understanding of the users priorities when booking a flight and what, if any, pain points they encountered through the process..
10 QUESTIONS | 25 PEOPLE SURVEYED | AGE 25 - 65 | TRAVELLING FOR WORK AND LIESURE
This gave detailed insight into who uses the app and why. It also clearly showed the main pain points they encounted during the process, the same problems and frustrations were repeated multiple times.
"I hate hidden Extra costs eg. baggage or seat selection, price never matches what was advertised.”
"I trust booking directly with the airlinerather than a 3rd party.... I want to be able to save passenger information."
78% of Users spend under a week researching a flight before booking.To monitor prices, research destination but don’t want to risk price going up.
78% of Users prefer to complete booking on a desktop. Perception that information is easier to understand and easier to input data.
86% of Users will use an Content Aggregator website such as Skyccanner to compare fares before booking.
Users order of Priority
1. Destination | 2. Price | 3. Arrival/Departure Times | 4. Stops / Layovers | 5. Airline
Users screenshot results to share with other passengers.
Conducted 2 Usability Tests and Indepth Interviews.
The user was asked to book a flight for 2 people within set travel period.
They had to complete this task for 2 different airlines.
| QANTAS | TIGER AIRWAYS |
They were also asked questions about their travel behaviour, why they travel, how often they travel and any problems they encounter.
PARTICIPANT 1 - M 32 | PARTICIPANT 2 - F 63 |
AFFINITY DIAGRAM | CUSTOMER JOURNEY MAP | USER PERSONA | BUSINESS & USER GOALS
Used the Customer Journey Map to identify that the user experienced the most friction during flight result and booking section of the process.
By finding out where user and business goals overlap, can see what areas will be worth focusing on from a business perspective and in turn meet user needs.
The user is currently skipping extras, carbon offset and loyalty programs, because they want to complete process quickly and cheaply - If we can improve the flow can we improve brand loyalty and increase the chances of the user signing up to these things?
When booking a flight, Jane is normally booking for herself and her partner Tom. They normally travel interstate to see family a couple of times a year. Jane will keep an eye for cheap flights, and check Skyscanner for deals. They will travel overseas once every 18 months, location depends on flight prices, the time of year they are travelling and any recommendations they have had from friends. Jane has an account with a couple of airlines she uses frequently so she can save contact and payment details. Jane doesn’t travel with work very often and if she does her work would organise.
Collated the data into a user persona to help focus the design development.
USER FLOW | SKETCHING | NAVIGATION | INTERACTION DESIGN
When sketching ideas for the screens I broke it down into the booking stages and key navigation.
How flight results are displayed, clarity of price per passenger, visibility of fares either side of search date and filter options.
Compare fare screen needs to be clear - loyalty/member deals need be visible (maybe option to sign up?)
Option to have different bag selection for each passenger, departing flight and returning flight. Select for one passenger after the other.
Select for all passengers at once and be shown price total.
Hub and Spoke.
Could the booking stage be hub and spoke? How would this look and function? double as a progress indicator?
Needs to be detailed, visual hierarchy and breakdown of extras selected per passenger.
Went through each screen to make sure all inputs, elements and buttons provided instant feedback to the user inorder to ensure smooth flow.
WIREFRAMES | HGH FIDELITY PROTOTYPES | UI GUIDE
Once I had sketched and refined the layout of the app. I moved on to creating digital wireframes. This really helped to look at the layout more clearly and get a more accurate representation of what would fit on the screen and what users expect from each screen and state.
Created a high fidelity protoype using Axure. I wanted to make sure the protoype was comprehensive to really test how the user could interact.
Once the prototype was complete, I ran another usability test with 1 participant. I asked them to complete the same task from the original usability test.
Refined the design and layout from the initial prototypes, taking on board user feedback and observations. Added features that allowed the user to change selected photo mid way through editing or delete added text.
Created a simple colour palette, so it would be easy for the user to identify CTA functions and move seamlessly through the interface.