Me interviewing a frequent flyer.
Wouter Buning
UX Designer
Mobile flight booking to the next level
A prototype for an improved online booking experience
A study project for
the University accredited professional diploma in UX Design.
The challenge of making the online booking experience of a flight even better!
Phase 1:
Understanding the problem
Understanding the problem
Research
Applying a few familiar techniques as well as some that were new to me I gained valuable insights and a clear focus for the app.
Depth Interviews
I conducted user interviews in order to get a better understanding of behavioural patterns and pain points during the booking process.
And although I learned there is still room for improvement on my interview skills, I am happy with how they went and the data I got from it. Interviews always provide much context information and are rich in detail.
The results from the survey contributed largely in making the final decision to move in a native app direction instead of a desktop web application.
Online Survey
Additionally I conducted a short online survey to gather some statistical data on a larger number of users. I received a total of 50 responses and 44 people even filled out the few open questions.
The main underlying questions I wanted to answer were:
- Do people use apps or websites? Or both? When and why?
- What are the biggest annoyances during the booking experience?
- What do people actually use native apps for from airline companies?
During the usability tests I observed user behaviour and took notes on mental models, pain points and best practices.
Usability Testing
I performed 3 extensive usability tests with users from different age groups. They tested the apps of two competitors providing valuable feedback on interaction, communication and flow.
Screening and finding participants proved to be a bit more difficult than I thought, so that took some more time than planned.
I compared 4 well known apps to discover the good, the bad and the ugly.
Competitive Benchmarking
The observations during the usability tests were the main source of input for this benchmarking. Looking at other apps with specific questions and goals in mind really helped to discover:
- conventions and industry standards to follow
- inspirational design solutions
- opportunities for improvement
This technique also comes with iterations.
Affinity Diagram
To attain some structure in all the data acquired by the different research techniques this proved to me a very powerful method.
It served me as an anchor: keeping me close to the actual research findings throughout the remainder of the project.
I explored different groupings until this one emerged that I could build my design decisions on.
Each step is different and results in ranging emotions.
Customer Journey Mapping
For this project I used the journey map mainly to filter the goals, mental models and pain points of the user.
Mapping the data from my research in this manner uncovered a few surprises for me which I also included. This overview also showed where the research data was a bit thin.
Phase 2:
Solving the problem
Solving the problem
Design
The process of visualising the solution.
First sketches exploring options for layout, interactions and navigational structures.
The Design objective
The outcome of all the research can be summed up in the following main objectives for the design phase:
- Customers with a preference for desktop are more often than not surprised by the mobile app experience in terms of overview and ease of use.
- Customers are very easily triggered (and almost suspicious by default) when they encounter features or options that may not be in their best interest.
- When customers use a mobile app they use it for checking in and booking. Not much else.
Usually there are more screen(states) than you think.
Flow Diagram
This is the primary use case 'Booking a flight' from start to completion. It uncovers what screens and screen states are needed to facilitate the primary flow and how they relate to each other .
The most important ideas for interaction and transition between screens and screen states are also included for later reference.
Quickly visualising ideas and deciding what to keep.
Navigation Structure
The concept for navigation structure was worked out prior to the complete interaction design to form a strong and plain basis.
Interaction Design
Every design stage starts with pen and paper for me. For this next step towards a visual design I made presentation sketches with markers, as you can see below.
A powerful method. Not very time consuming but delivering a certain look and feel and very suitable for a low fidelity prototype.
The goal was to create a very clean and modern look and feel.
UI Design
In order to create a high fidelity prototype the UI of the app needed a high end visual design as well.
I love paying attention to details, like using the logo in the step indicator. It's those little things that add some subtle finesse to the whole.
Phase 3:
Validating the solution
Validating the solution
Testing
To validate design choices, workflow and assumptions.
Interactive prototype
For this project I took the opportunity to try out Axure RP as a prototyping tool. It worked out really well for me to create a high end prototype for user testing purposes.
Prototypes always help to uncover tiny loopholes that were overlooked.
Not everything is worked out, but if you take the following scenario as a reference you should be able to click right through it:
- Book a flight from Amsterdam to Dublin (just click on the keyboard to simulate typing)
- Departure on March 25 – Return on March 28
- 2 adults
- Select the cheapest options
User Testing
It's always exiting to put your designs in the hands of others to see if they work and where improvement is needed.
And afterwards prioritising all the feedback. I usually try to divide them into now, soon and maybe later.
That's it, thanks for viewing!
With this project I achieved my Professional Diploma in UX Design by the UX Design Institute accredited by the Glasgow Caledonian University.
With great course material, super friendly support and expert mentoring I can highly recommend this to anyone looking for an internationally industry standard training in UX Design.
6
Months
11
Modules & projects
85%
Score on exam
∞
cups of coffee