Airline Booking Flow Case Study

As a requirement for my fulfillment of my Associate's Degree at UX Design Institute, I was required to create a project that showcases the full product cycle right from Ideation to Deployment. In this case study, I will take you through my research process, analysis of collected data and the implementation of actionable insights from my research through redesign of the booking flow of a flight.

With tens of tools out there to utilise, for this project I conducted a competitive benchmark, usability tests and made use of existing usability test records provided by my school along the same project I was working on. I conducted a Usability Test with a user who has flown a couple of times and has experience with flight booking. See video to get more context and insights gathered. From the material provided by the school, I did a Note-taking exercise from other usability tests conducted and came up with very insightful, actionable items.

Coupled with more research I had conducted on the internet, I put together all my raw data together on stick-on notes in Figjam to collate it in one place as raw data, sort through it and group it into thematic groupings. Below is an embed of my playfield on Figjam.

Wireframing was a key part of the process when trying to put down random ideas that could be potential solutions. Interaction Design on the other hand helped me flesh out how the system will work and how processes will flow from one state to another, one page to another. Rapid sketching is a powerful tool when utilised correctly will lead you to the most appropriate solution quicker.

After combing through my research, creating wireframes and fleshing out my interactions, I got to the juicy stuff, PROTOTYPING.

My final prototype was user-centred, solving key problems around the following key points:

1. Easier selection of flights.
2. Breakdown of flight extras and features associated with specific fare options.
3. Straightforward checking-out.
4. Pricing and payment flow.

A lot of lessons were learnt. I'll highlight just a few:

1. You can never be short of research methodologies to make sure you solve your users needs.
2. Speak to your users often.
3. Always design from a users point of view.
4. Iterate! Iterate! Iterate!
5. Most times you will never get it right on the first go, however aim for a good first impression.