Fly UX

Understanding the Challenge 🧐

During the research phase, I uncovered several key issues that were causing users a lot of frustration during the flight booking process:

Confusion Due to Lack of Signifiers

Difficulty Finding Direct Flights

Overwhelming Information on Extras

Solution 🎯

To address these issues, I focused on three main design goals:

Providing clear feedback

Enhancing clarity with intuitive signifiers

Using progressive disclosure to prevent information overload

UX Research 🔎

‍Competitive benchmark

I used this extremely useful research technique to identify what competitors are doing right, and learn from what they are doing wrong. I reviewed the mobile applications of two major players in the airline industry: Ryanair and WizzAir.

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Online survey

Firstly, I had to define my research objectives. I then chose Google Forms to create an online survey with 10 questions to gain qualitative and quantitative data. I then distributed the survey via email and LinkedIn to get responses. I had to make sure my respondents had used an airline website or application within the past four weeks and to receive a minimum of 15 responses to get statistically valid data.

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Note-taking

I highlighted the key insights from observing pre-recorded usability test session videos and making detailed notes with highlights. There were two usability test participants and each person had to test a mobile application for two different airline companies, Aer Lingus and Eurowings. I defined the key points to focus on: context, goals, behaviours, positive interactions and pain points. Each of these categories were colour coded and highlighted along with my notes. Key quotes from each user were highlighted and featured alongside the notes.

You would very easily miss that (direct flight), 'cause you are more likely to be looking at the times and the price

I'd probably cancel the flight and look somewhere else for a direct flight

It is easier to use an app rather than log in online

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‍Usability test

Usability testing provided me with deep qualitative insights into the booking experience. I used the usability test session to conduct a comparative test where I had the user complete tasks on two different airline applications. I created a usability test script with a preamble, a depth interview and test tasks for the user to perform. I selected the RyanAir and Easy Jet mobile applications to test and created a scenario for the user to follow; where to fly to and from? How many nights to stay? What day to travel on? I then allowed the user to complete various tasks focusing on each stage of the booking process, constantly asking them questions about the experience and how the process made them feel.

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Here’s what stood out:

Confusion Due to Lack of Signifiers: Users often felt lost and unsure of how to proceed because the app lacked clear visual cues to guide them leading to unnecessary stress and frustration.

Difficulty Finding Direct Flights: Many users were looking specifically for direct flights, but the app did not provide this option. Instead of easily filtering for direct flights upfront, users had to wade through options that didn’t meet their needs ending up missing the information.

Overwhelming Information on Extras: When it came to selecting extras like baggage or seat upgrades, the information presented was overwhelming and confusing. Users felt bombarded with details, making it tough to understand what they were getting or why it was worth the extra cost. As a result, many just skipped these options, missing out on features that could have improved their travel experience.

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Affinity diagram

Running an Affinity diagram session allowed me to sort through large volumes of data and get to the root of my findings. My partner helped me review all of the notes from my previous tasks and created an affinity diagram to give structure to the research.

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‍Customer journey map

‍I built on the work I did in the affinity diagram by putting even more structure on the analysis of the research data. I created a customer journey map to define the high-level steps in the user journey. The “Find flights” page presented the highest amount of paint points for users, such as: cluttered and unclear information on the page, lack of signifiers on how to proceed forward in the process. Additionally, the ‘Fare option” page seemed to be lacking feedback on why same fares could not be selected due to being sold out. Users would have liked to see fare information at the beginning of the process which they believe might have influenced their decision about the price they were willing to pay.

Design Solution 💡‍

Flow diagram

I created a high-level flow for the application. Firstly, I started sketching out the flow on paper. This was rough and very simple, but it really allowed me to follow the process and break down each user interaction and get a good idea of the different screens involved. I then took my rough sketches and started to design the user flow in Figma. Each screen or state was represented by a box and each interaction was represented by a circle.

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Enhancing Clarity and Simplicity based on the insights gained, I established the following design goals for the Fly UX app:

Direct Flight Filter

Implemented a prominent filter option for direct flights at the very start of the search process, making it easier for users to find flights that meet their preferences.

Feedback. The user can select early in the booking stage if they wish to look  for “Direct flights only”.
This is to avoid omitting this important information at a later stage. This option was not provided by the competitor.

‍Clear Signifiers

Introduced clear visual cues and indicators throughout the booking process to help users understand how to proceed and what actions are available.

Clarity. A signifier is provided to guide the user to the next page in the booking process avoiding confusion and frustration.

‍Simplified Presentation of Extras

Redesigned how extras and additional options are presented, focusing on clarity and simplicity to encourage users to make informed choices without feeling overwhelmed.

Progressive disclosure. The user does not need to be overloaded with information about the extras that can be added to the trip. Furthermore, the user can skip the process of selecting seats and baggage if they wish to do so. Information is disclosed only if necessary.

‍Prototype

Having already defined much of the solution with my flow diagram and sketches, I now had to create a medium fidelity prototype for the Fly UX mobile application with more detail and interactivity. The prototype had to be detailed enough to test the high-level flow, screen layouts, text, and basic interactions.

View prototype

Key Learnings ✍️

Translating Data into Actionable Insights: My ability to translate complex qualitative and quantitative data into clear, actionable insights was directly influenced by my psychology training. Understanding the nuances of human behaviour and how to interpret data in context allowed me to make informed decisions that directly addressed user needs, resulting in a more intuitive and user-friendly app.

Uncovering Real User Problems: At the outset, I had assumptions about what users might find challenging, but research brought to light issues that weren’t immediately obvious. For instance, the confusion caused by the lack of signifiers and the overwhelming presentation of extras were problems that only became clear through direct user feedback and observation. My training in psychology, particularly in qualitative research methods, was crucial here. It allowed me to ask the right questions and dig deeper into user behaviours and emotions, uncovering pain points that might have otherwise been overlooked.

Guiding Design Decisions with Confidence: Research gave me the confidence to make informed design choices. Knowing that users prioritised price, dates, and direct flights allowed me to structure the app around these preferences. This combination of data-driven decision-making and psychological insight ensured that the design was not only functional but also deeply resonant with user needs.