> > SUMMARY

This project was the focus of my Professional Diploma in UX Design studied through The UX Design Institute and accredited by Scotland’s Glasgow Caledonian University.

I was responsible for all aspects of this project including research, interviews, design and prototyping.

• > User Research - Usability Testing, Depth Interviewing, Online Survey and Competitive Benchmarking
• > User Goals - Affinity Diagram, Customer Journey Map
• > Structure and Navigation - Flow Diagram
• > Sketching and Iteration
• > Prototyping and Wireframing

> > THE PROBLEM

I was tasked with researching the issues faced by users when accessing an airline flight booking system and redesigning the process to address these.

My research showed that users experienced many pain points during the flight booking process. The biggest being noted as the constant bombardment of add-on sales.

With this project, I had the unusual luxury of meeting user needs without having to consider the needs of the business/stakeholders.

Users also expressed frustration with poor feedback leaving them unsure if an action had been carried out. Some other pain points included unclear pricing, unnecessary overly drawn-out processes, seat prices and selection.

> > ONLINE SURVEY

I created an online survey in the first instance to quickly gather information about user experiences and internet use in an informal setting and to get insights into why people use airline websites/apps and what problems they encounter.

• > I received twenty responses to the survey in a very short period of time from both M/F and a variety of age groups.
• > The results showed how varied peoples reasons for using an airline website are.
• > The research suggested the majority of people access the internet on a mobile phone. Later research, however, revealed that whilst most people 'browse' on mobile they generally prefer to make the final purchase on a computer.

> > BENCHMARKING

I conducted competitive benchmarking on various companies websites in the same/ similar market. This gave me insights into what they did well, and what they maybe weren't doing so well. The three key questions I was asking were:

• > How will I perform against competitors?
• > Where are the gaps I need to focus on to compete?
• > Which competitors should I follow for best practice?

> > USER INTERVIEWS

Having conducted some competitive benchmarking and an online survey I next conducted some Usability Tests on competitor websites. I got an idea of how people flow through these type of websites when purchasing tickets in order to gain a better understanding of the problems faced. I observed their journey and got firsthand experience of their behaviour and any difficulties they face.

• > I asked them to complete a few tasks and observed them and their reactions.
• > I wanted to see any pain points and problems they faced as well as any positive experiences.
• > I interviewed three users in total (two Usability Tests and one Depth Interview).
• > Getting to see users frustrations with unclear information along with their obvious annoyance regarding add-on sales was invaluable.
• > I was initially planning to concentrate on a mobile app however these tests suggested a website would be a better option to meet the user needs.

> > AFFINITY DIAGRAM

I gathered all my data and research and compiled the main points into an affinity diagram with some help. The end result gave some much-needed structure to my findings. This, in turn, gave me areas to focus my design towards.

> > JOURNEY MAP

Using all of the research I had gathered up to this point I created a customer journey map for the flight booking process. First sketching it out, then using Adobe Illustrator for a more polished version. Users had shown confusion about what they were selecting as well as a huge dislike for multiple requests to upgrade or purchase extras such as hotels or car hire etc.

> > SKETCHES

I started the design process with quick sketches made on paper. This way I was able to iterate through many design options quickly and test out ideas and possibilities.

• > The main purpose of the sketches was to quickly determine the key structure and to test out ideas.
• > I sketched out the main flight booking flow as well as defining the navigation.
• > I sketched out around five or six variations of the designs.

> > ADOBE PROTOTYPE

Click for working prototype

> > WHAT I LEARNED

• > One of the biggest things I learned was how valuable speaking with users and observing them using the products is. Truly understanding their needs and trying to create something that solves their problems.
• > My biggest fear was learning new software for prototyping but having come from other graphics software I found it fairly intuitive and I'm looking forward to learning other software going forward. I am generally quick to learn new skills and software.