A new airline has come on the market, FLY UX who want to design a website with a great user experience to help them stand out from other competitors in the market. An easy customer journey for anyone booking flights and leaving the user with a positive feeling from their experience.
please note this is a fictitious company as part of the UX Design Institute
The solution to the task focused on 4 processes Research - Design - Build - Test and through these 4 processes it assisted in creating a website built with the user as the main focus and delivered something to address and answer user requirements and needs.
The research phase proved valuable in collecting customer data to really find out what a user wanted, what problems they had with current solutions and how we could help improve their experience of booking flights. Through usability testing, interviews, online surveys and competitive benchmarking a strong sense of what was required was attained.
All of this qualitative data (and some quantitative) was then sorted and teased out using affinity diagrams, customer journey maps and flow diagrams leading to the process of interaction design and sketches to see how various screens on the website would actually look.
Prototypes were built to see the website in action and see exactly how a user would flow through the process of booking a flight. Some more testing took place and some iterations to designs before finally creating annotated wireframes for developers.
Building the prototypes of the various screens allowed for further user testing and continued design iterations.
Below is a more detailed look at various phases of the design process, explaining a little more about the various steps taken.
To get an idea of users behaviours to achieve their goals, 2 comparative usability tests were carried out on 2 individuals. The users were asked to perform various tasks on well known online flight booking sites such as Aerlingus, Ryanair and Virgin and I observed how they performed these tasks, where they struggled and listened to their suggestions and what they liked and disliked about the websites.
Along with the usability test session various interviews helped find out the context the user was usually booking flights in and their typical behaviours and what goals they wanted to achieve. I didn’t want to assume every user was simply booking a flight every time they visited a site like this as the research showed many users use these sites in different ways - search for flights to compare prices, search for flights to get ideas of where to go on holiday, add bagging or other add ons to a flight already booked and also to check in to a flight.
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