Fly UX are a new airline start up and are looking to streamline their booking proces to gain an advantage over the larger airlines already in the market. Fly UX are focusing on the desktop website initially, but want a solution that is mobile responsive.
User Experience Researcher & Designer
Figma, Screenflow, Miro
I started this project by reviewing two usability tests on two exisiting airlines Aer Lingus and Eurowings.
Challanging my note taking abilities, to collect the value insights I needed. I decided I would highlight information which was important with a colour code and key system.
This method allowed me to produce notes that are:
I also carried out my own usability tests, conducting comparatative tests on the websites of Jet2 and British Airways.
This gave the opportunity to prepare my own test scripts, following the same structure, a brief introduction, a short interview of the participant and the usability tests tasks.
In addition to the usability tests I was able to review competitive benchmark reviews that had been completed. From this I was able to gather really value insights of the current competitors in the market.
To make sense of the insights gathered during the research phase of this project, I worked collaboratively to produce an Affinity Diagram. Focusing on the primary and secondary goals, any pain points and mental models users may have.
Doing this highlighted very clearly common themes from the research phase allowing us to structure qualitative research.See the completed diagram here
Along side the Affinity Diagram I also created a Customer Journey Map this . I highlighted the users Goals, Behaviours and Pain Points, and summarised their overall experience at each stage of the booking process.
With the research and analysis stages complete it was time to being designing. I started off the design stage by creating a User Flow Diagram.
The purpose of this was come up with a solution that addressed the issues raised during the research stage.
I went though multiple iterations of this by hand before completing my final diagram. Detailing each screen state and each interaction.
Building on the work of the User Flow Diagram, I then started to sketch out each screen state. Again I went through multiple iterations of this, to ensure I was creating a solution that fit the use case.
I also produced a low fidelity prototype to test out my solution before moving on to the medium fidelity prototype.
I then went on to produce a medium fidelity prototype of the booking process. This stage was great to test the core functionality and interactions.
My prototype can be seen below.
For the last part of the project, I was tasked to produce detailed wireframes of the medium fidelity prototype.
This would be used to pass on to the developer who would be building the website. The aim of this was to define the behaviours and functionality, of each of the main elements within the booking process.See the wireframes here