I am currently studying at the UX Design Institute. The aim of the project is to familiarize myself with every step of the UX design process and study best practices and design principles. On this page I keep track of my progress and projects.
This project is part of my study at the UX Design Institute and the brief was pre-defined as:
Design a new mobile app from scratch for a start-up airline, focusing specifically on the flight booking process.
The aim is to create an online experience that is fast, easy and intuitive: one that’s based on a deep understanding of their target users.
User research, Interaction design, Visual design, prototyping, testing
Figma, Miro, Diagram.io, Reflector
I researched different competitors in the flight booking industry, to find any conventions and common problems to avoid. I went on to carry out a competitor analysis with 4 different apps: Big Dutch airline, Charter airline, Budget airline, Airline overview website (wildcard).
Nearly all competitors used a simple design, with one or two common user goals as a call to action.
I created an online survey, using Survey Monkey, to get a more quantitative understanding of the context in which an airline app would be used.
* It's been a tough year for the travel industry. The pandemic has limited our abilities to travel, and it feels as though onboarding a plane has become a very distant memory. This has (at the time this survey was taken) most definitely influenced the outcome of this survey.
Airline apps are mainly used to:
Four usability tests were conducted with airline competitors’ apps to learn the kinds of features users expected, the pain points they usually run into in the process, and what conventions they followed.
In a A/B testing, format participants were asked to complete the same trip booking on two different apps – Budget Airline and Charter Airline.
Sources of data
The customer journey map corresponds (more or less) to the groupings from the affinity diagram. I have tried to capture the reality that some users may visit an airline app many times before completing their task.
The analysis of all the research data uncovered a lot of pain points and room for improvement. To improve the user experience of the booking process I will be focusing on five aspects to improve:
Currently in progress. I will keep you posted!