Elementor #5499

Pinning Down The Problem

The client was a start-up airline. They’re looking to create an online experience that is fast, easy and intuitive: one that’s based on a deep understanding of their target users, the frequent traveler. My role was to enhance the booking process of their website while applying the complete UX process. My focus was on how users search and select flights.

Research Objectives

My research objectives were to identify ways to simplify the booking process and streamline the user experience, specifically by reducing the number of options and upsells presented to users. My aim was to minimize negative emotions associated with booking a flight and improve users’ overall perception of the airline company.

Problem statement

Booking flights can be a daunting task for users due to the overwhelming number of options and upsells presented during the booking process, leading to decreased trust in airlines, in general. This problem needs to be addressed to enhance the user experience.

‘If I could avoid booking flights, I would. It’s just too stressful. I prefer booking hotels.’

Gaya

Respondent

Crafting my Research Approach

To build the UX Fly website from scratch and with no existing audience, I began by conducting competitive benchmarking in the airline industry. This step informed my research process for the project. Based on my findings, I decided that usability tests on a mix of low-cost and national airlines would be the best research method. When selecting airlines for the tests, I ensured that each had a unique element in their booking process that others did not have. The selected airlines were Eurowings, Aer Lingus, Emirates, and Finnair.

This approach enabled me to observe user reactions to a range of different features and booking processes. Each user tested two airlines in one session, allowing me to evaluate the strengths and weaknesses of each airline independently and in comparison to one another. Before conducting the usability tests, I also interviewed users to gain insight into their travel habits and past experiences with airlines. This added valuable context to their decision-making and feedback during the usability tests.