Your client is a start-up airline called Fly UX. They’re looking to create an online experience that is fast, easy, and intuitive: one that’s based on a deep understanding of their target users.
Your task is to design a new website or mobile app for Fly UX. You’ll focus specifically on the flight booking process: how users search for, find and select flights online. To do this you’ll go through the full UX process:
Heuristic Benchmark Analysis
During the research process first thing we needed to do was to identify areas in existing airline booking systems that could be improved, or some things that may be missing. To do this we needed to first perform an heuristic analysis on some existing airlines and their booking systems, and then perform individual user research and user testing to see how someone might navigate and interact while recording their behaviour and thoughts on whet we asked them to do.
During the User testing we recorded sessions with a user and asked them to perform a number of tasks taking notes as to what they did or didn't do, and what they thought and said, to try to look at possible problem areas where we could pose solutions.
From the user testing we performed on competitor sites we were able to find a number of areas that were both good and bad. With the help of users, we were able to establish a number of areas that we could to focus on to ensure that we were creating the best experience possible for them.
- An issue with booking where the user was not prompted to choose an option for the flights by informing that clicking on flight levels would select that option.
- Not having to re-enter times and dates when transitioning from outbound to inbound flight search
- Lack of colour and vibrancy.
- was able to navigate around and able to find things easily, for example the calendar section.
- The user did not like the fact that she could not select the option for the flight, and the flight type that she wanted this is because the button did not stand out enough
- Even though the option to type some text that the preferred optional clicking a button was there as well.
- The hold your price options or save your price for £4 as it wasn't really clear what this did or how to use it..
From this we were able to identify that there are some features that could be implemented in the FlyUX booking system such as retention of data and information between pages and sections, ease of navigation visual clues as to what needed to be done and where to do it.
We also found some areas that could be improved and others that could be implemented in the FlyUX booking system, such as information about some of the smaller features such as the price hold feature, and not displaying things that cant or are not an option keeping the information reliant.
From the user testing and heuristic analysis we were able to visualize our findings in an affinity diagram and arrange them in such a way that we could start to identify problem areas which were initially highlighted in the findings of the user interviews.
Grouped together these cards started to show trends across products and tests with areas that were most likely to yield beneficial enhancements as well as areas that should be focused on less.
Customer Journey Map
Use the information gathered from the Heuristics and User testing along with the grouping in the Affinity diagram we were able to depict the highs and lows of booking a flight in a Customer Journey Map to narrow down the areas that we needed to focus on when trying to identify the most prevalent problems with flight booking systems.
From our research until now we were able to start to identify problem areas where we could design a new process and new UX for the user.
Through brainstorming and iteration of the ideas what we came up with we were able to come up with a working prototype for the flow of the interaction by the user.
We are able to use this flow diagram to understand how the user will move through the process and what they might want or need to see to be able to continue to the next step.
With our flow defined, we were able to start to iteratively sketch out how this might look on screen, even so far as progressing to a low-fidelity wire-frame just to highlight the design that little bit more clear.
We used this time to include as many notes and ideas as possible as to how something might work and behave when being interacted with, all the time improved the idea as we put pen to paper.
Medium fidelity Prototype
In the final stages we were then able to take everything that we have gathered and implement it into an interactive prototype and a detailed wire-frame.
Through doing this course and this project I have learned a lot about not only the process of Identifying areas for improvement of the User Experience but also in the ideation of the improvement itself through the various stages.
Even though there are many approaches to the UX process, I am aware that this is only 1 approach, but that this embodies the core of the UX process from conception through the design beforehand off to UI and Development.
If I could do something different from the start it would be to try to forget everything I know from my past Software experience and to truly be the end user, in an effort to really try to evaluate the problem space in a more neutral approach.
One thing I certainly need to do is try to shift my mentality from my immediate idea to the idea of “I don't know yet!”
Full project file & interactive prototype available on request