There is a strong competitive presence in the airline industry. Large numbers of losing customers is because of complicated and ambiguous booking procedures. It is important to create a fast, easy and direct booking process. As to enhance the user experience, this project aims to redesign the flight booking system of the mobile app for Fly UX.
R E S E A R C H
The analysis is conducted to identify what competitors are doing right, and learn from their mistake.
Total Respondents: 48
Age: 23 - 49
Type of travellers: 67% Leisure / 33% Business
Top 3 important features
1. Search and book flights
2. Real-time flight alerts
3. Visibility for the entire trip itinerary
Features need to improve
1. Too much information on the screens
2. Ambiguity in booking process
As to investigate user's context, goal and behaviour during the booking journey, usability test is conducted in the research stage.
Insights and Findings
1. Easy to understand and navigate
2. Unclear content for the price options
3. Benefit page is too long to read and details may not be relevant
D E F I N E
After grouping all the unstructured data into different categories, Pain points are identified.
- Lack of visibility for the flight information
- Lack of clarity for the price options
User Journey Map
The user journey map is created based on Affinity diagram as to have a better understanding of user experience and visualising there satisfaction level when they interact with the mobile app.
D E S I G N
Low Fidelity design
R E F L E C T I O N
This project truly helped broaden my horizon in design thinking. I have learnt a lot in this project, understanding importance of user perspective, how to do usability test and ability to presenting a clear idea with a functional prototype. During these 6 months, appreciate all the support and guidance from my tutors. I hope I can continue my career as a UX designer!