Making a different experience when booking a flight
Challenge: The challenge lies in comprehending the needs, pain points, and demographics of the individuals who use the app most frequently, in order to enhance its usage.
Deliverables: Challenge. User Research Report. Persona. Task Flow. Sketches. Prototype. Conclusion.
Introduction
Title: Air-Borne Airlines – A project aimed at providing easy access to all ongoing flight deals with Air-Borne Airlines, ensuring customers never miss out on any promotions.
Timeline: February - March 2024
Problem Statement: Targeting customers with very limited budgets while guaranteeing the same level of comfort, this project focused on finding deals and discounts. The goal was to prioritize these offers and provide an easy way for customers to book flights. The result is an app that offers simple navigation and allows customers to book flights in under five minutes.
Being a budget traveller myself, I'm always hunting for the best deals. This led me to ask, "How can we ensure we don't overlook any deals?" This question inspired the creation of the DEALS Page. However, it's important to acknowledge that while ultra-low-cost carriers offer significant value to certain travelers, they also have drawbacks, particularly for passengers with luggage or those requiring assigned seats, such as families with young children. Additionally, ancillary fees added after booking can substantially increase the ticket price on low-cost carriers.
Background
Challenge
The main challenge of this project was meeting the diverse needs of our customers. While our primary market consists of budget travellers, we also serve customers who prioritise comfort and better facilities, including those who seek rewards.
Goals
The primary concept is to cater to our main market, the budget traveler, by providing exclusive access to deals and sales. Additionally, we will focus on our comfort seeker travelers who require extra features.
Create a new DEAL Page
Provide quick and easy way for users to access their points/ rewards
Establish a distinct brand identity for the App.
Analysis and Synthesis
Semi-Structured Interview
Interview Notes from User 1 - Comfort Seeker
Initial Observation of the user
User don’t want to pay for luxury just Extra comfort
User would pay extra for what she needs
Travel is not something she enjoy
User has a lot of travel points
Insights from probing questions
Rewards have no easy access on the App
Show benefit of booking with ABA
Traveling with kids
Research found that passengers didn’t always know what to expect during their flight and had to take extra precautions to ensure their experience was pleasant.
Interview Notes from User 2 - Globe Trotter
Initial Observation of the user
User loves to travel
All her decisions are based on her budget
She only checks the DEAL Page
Frequent Traveler
FOMO on Deals
Wants to see her Points to use them
Insights from probing questions
Incorporate the DEAL on the Landing page
User then will have to click to open ALL deals page
There is a section based on budget
Information on special deals is sent to her profile
Persona Profile
Task Flow - User Flow of Booking a Flight
Task Flow - User Flow of Login and Payment
Visual Design
Mid - Fi Design
Based on the initial concept and various iterations informed by user testing, I have implemented the following changes:
Including Deals as the main visual import for the customer to see it and click on deals
I changed text to black after using a colour contrast checker
I removed the blue colour originally from the pallet and changed for grey
Usability Test
Screen Comparison
The next step in turning my Lo- Fi Prototype into Hi-Fi Prototype, was incorporating the changes needed as requested by users. Below are the screen comparison side by side, explaining each change.
Hi - Fi Design
Screen Comparison
Images and illustrations were incorporated to enhance the visual appeal of the design.
Flight Deals underwent a re-design, we included images, destination and price, customer needed to click to see more details and enter into ALL DEALS Page.
The Flight Information Atom was revamped, removing unnecessary imagery.
Customers now receive more detailed information about the flight, including the number of stops, total travel time, duration of travel, airline, and total price.
Thank you!
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