UX Design
Mobile Flight-booking App Case Study
ROLE
TIMELINE
UX/UI and visual designer
6 months (Oct 2022 - Mar 2023)
TOOLS USED
Figma | Adobe CS | Camtasia | Miro | MS Office
OVERVIEW
Many travelers use flight booking apps for convenience and on the go--more so when their flights get canceled and there is a massive line to customer service. They must act fast to avoid getting stuck at the airport. So, to save time and frustration, the smartphone app should be empathetic and work smart.
PROBLEM
Mobile booking apps are focused on upselling, even while time is of the essence creating friction with users wanting to book a flight quickly.
People expect more on smartphones to be personable, intuitive, and effective. However, many flight booking apps still follow the conventional website layout, which is not the best UI layout for mobile devices.
THE SOLUTION
Create a mobile app using its best practices allowing users to navigate their airline booking process smoothly. The app aims to remove the roadblocks and pain points users experience on popular airline booking apps.
THE PROCESS
Research Analysis Design Prototyping
COMPETITIVE BENCHMARKING
To understand the current market, I conducted a competitor analysis to create benchmarking on what is working and the pain points of the competitors. The airlines I have researched are the following: Aer Lingus, Eurowings, Allegiant Air, and American Airlines.
USER RESEARCH
I collected qualitative insights from three usability tests to understand the existing mobile flight booking apps' usability and human factors considerations. The airlines Then, I laid out objectives and scripts for the user research carefully.
Usability tests on Allegiant Air and American Airlines apps
AFFINITY DIAGRAM
After conducting the research, I first created the affinity diagram to analyze what the research data captured.
CUSTOMER JOURNEY MAP
Next, I created the customer journey map to lay out the users' feelings during the phases of their journey.
MAJOR INSIGHTS
Theme 1: Recognition
Users got lost and frustrated when they couldn't find the information they sought.
Make information easy to discover
Theme 2: Minimalism
Too much information, i.e., promotional messages, etc., got in the way of the users completing their tasks.
Provide only necessary information in an elegant way
Theme 3: Error Recovery
Users did not recognize they had made mistakes until close to the checkout.
Help users recognize, diagnose, and recover from errors
USER FLOWS
Then, I sketched out the user flow through the mobile app.
Wireframe and Interaction Design
Next, I sketched out the wireframes and interaction design of the mobile app.
Sketching of Welcome screen of the app
Visualization of the booking process
Medium-fidelity prototype
More details to come
Annotation will be added shortly.