FLY UK-Seamless booking process
UX Airline Booking App
UX Methodology
Research: Quantitative- Comparison with competitors websites to make improvements
Analysis: Descriptive post it notes filtered into categories order
Design: Analyse Data into customer journey map, focus on pain points while booking a flight
Prototyping: High level detail functional App designed for cohesive user experience
Wireframing: Greyscale low fidelity, created components, icons and buttons
Issue Validation
Based on my findings, call to action button muted, prefers a bright colour. Visibility needs to be easy on the user eye
Overview
The goal of the project was to focus on the UI Design for clear visibility, avoid constraints in searching call to action button. Requires a user friendly experience booking a flight and locating the search bar
UX interview conducted with a moderator for an intuitive experience, to enable precise navigation on Airline booking app, comparison made with existing aggregator websites. Provided insight to future improvements.
Usability Testing
Problem investigated
Aggregator Websites
Based on the content page, I investigated a problem compared with aggregator websites, British Airways, Booking.com & Seat Guru. Provided me with ideation, purpose to gain potential returned customers, the product needs to be forthcoming to avoid necessary advertisements which will cause distraction to the user eye.
Airport Search
The user will search for a list of Airports to book a flight comparison with websites, feature on the page will be helpful to the user. The user will need to input the first 3 characters name of the airport, this will populate a list of name airports, user will see and pointer, hover and click on the desired airport.
Qualitative
User testing conducted with a friend on British Airways, comparison made to improve errors. User interaction was positive in terms of interaction. No ambiguity caused. Straightforward and intuitive. User reaction found the process simply, navigation from A-B Testing, no advertisements, no distraction.
Quantatative Research
Research Strategy
SURVEY MONKEY
-I created a survey to gain a better insight to determine user behaviour while navigation, responsiveness on native apps was the key
-Based on user research findings, the website is appealing
-'Call to action button not visible'
'Brighter colour is preferred'
User testing-Frequently use booking app on smartphone
'How great is the navigation, if I ask myself'
'How simply is it to book a flight' Hover select the whole calendar month, date selection initiates with hight lighted colour
'Flight is self explanatory' 'Flight is non-stop, which is what i like' 'Give me the flight details'
Pain Points
Bright colour preferred, needs to be visible according to the consumer eye
User state ‘Distraction on the screen pop up’
User attention is diverted, issue on the health and support page, ‘There is no chat service just directly speaking to a computer’
Clarity on the issue
Test these reaction, improvements to be made for a forthcoming product. High level customer journey map step by step instructions on the user reaction how they navigate from one screen to the next, allows the stakeholder to refer to the colour co-ordinated category.
Avoid testing the user, observe their reaction on the software. Navigation around the screen to avoid any constraints
Identify potential problems from goals to pain points
Iteration on Design Change
Emoji reaction for positive and negative for emotions. Category provided with detail descriptive name explaining the customer journey map and look at working improvements
Look into the features closely, colour mode for the attention of the stakeholder and the user
Affinity Diagrams
Post It notes, transformed into Digital
The Call To Action Button need to be visible to perform search flight, colour needs to stand out, brighter colour preferred, User Interface aesthetics design is preferable which is visibly appealing to the user eye, avoid constraints such as advertisements.
Card sorting method Applied Qualitative & Quantitative research, gathered feedback from Benchmarking research to usability testing, enable UX designer to analyse and propose a solution to the user problem. Notes filtered down to granular into small categories in card sorting order provided with a descriptive name, help to organise the data and break this down into positive & pain point categories.
User Mental Model "Unnecessary Pop-up takes most of the screen, Search flight icon button, to be a different colour"
Improvement Competitor websites are not user friendly, the user may not wish to continue, potentially result an impact on business needs
Customer Journey Map
Where are you going? What is the next screen? Select a specific date and Progress to the next Screen, check for any errors
Interaction Design: Looking into the heuristic of errors, based on the user interview. Further evaluation focus on the goal
Flexibility: Causing no ambiguity with the start process with British Airways. Prompt to add the first 3 characters in the empty field states. Option to choose from the list of drop down for a return flight
Icon define number of passengers, search icon clear & visible
Prototype: Built a responsive and functional high fidelity prototype, iteration on errors based on user interview. The product had to be testing and validating before the stakeholder stage. Issue too many advertisements/pop up caused to the user eye. Used minimal colour contrast, avoid clutter information which cause constraint on the page
High level detail flow diagram, address issues- Rules & Regulations on linear seamless process
Focus on the homepage, avoid advertisements, comparison to other aggregator websites, process is seamless.
Layout: Drop down on list, search call to action button. Icon to represent user to login into account. Search for specific criteria concerning booking a flight
Date Picker: Calendar will let the user make selection based on date or full date month
Re-designed the UI Homepage for a clear and clean concept with chunky text readable for the user. According to user preference call to action button and icon needs to be.
Clean and modern, validated the final design it is preferred to the developer stage.
Focus modern look and avoid bold colour and visually appealing aesthetics
PROJECT OUTCOME
Accessibility on both native and Desktop App, using clever software which populates information in the empty field with a mouse click.
Help make the service intuitive for forthcoming product, stakeholder will need to see how the prototype function as a real time app. Moving onto the next stage, product developer will need to get involved.
Locating the search criteria and flights in terns of preference, overcome problems if flight is not available.