The Proposal
In the airline industry, the dropout rate of users is very high. It's a complex process with the potential to learn a lot. Therefore, a UX design institute asked students to research, analyze, and design solutions for this problem.
Challenge
How can we reduce the drop-off rate and simplify the entire process without compromising the comprehensiveness of information and the user experience?
Key Objective
In the airline industry, numerous apps and websites vary in design quality. The UX Design Institute has tasked us with creating a mobile app design from scratch within six months.
The product should prioritize user-friendliness and adhere to all design principles and mental models. Additionally, apart from mobile app redesign, the app will require logos and branding.
Solution
I conducted research, analysis, and designed a product that is more user-friendly and simple, reducing the time needed to complete the entire process.
Role: UX/UI Designer
Tools: Figma, Canva, Wix, Google Slides
Timeline: 6 months
Design Process
🏗️ Architecture & UX Design
📔 Brand Development
🎨 UI Design & Prototyping
💻 Testing & Handoff
Ideation 💭
When I selected this project, I had a rough outline of solutions provided in theory.
I spent an iteration exploring problems within the airline industry user experience. Due to my decade of experience in the business, I was able to understand users' mental models and identify the small issues that can be easily solved.
After identifying the problem statement in the market, we decided to explore and hunt for solutions regarding the complexity of the process and why so many users could not complete it. My solution focused on simplifying the process and enhancing the user experience. I aimed to find a way to save users' time, maintain simplicity, and benefit both the users and the airline companies.
Once I developed this intention, I drafted a UX Design Playbook and proposed a timeline and strategy to help meet the needs.
Research 🔍
“I guess that they have change their baggage allowances so many times over the years.”
My primary research goals emerged from ideating around creating a simple and fast process.
Research Goals
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Firm up chosen industry problem statement
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Understand the market and assess design strategy in regards to our business goal
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Determine foundational wins and failures of competitors' product solutions within the intended industry
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Pinpoint demographic of target audience and psychographic information like values, interests and stories
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Develop a design strategy to meet the needs
To consider all angles of approach and especially rule out any solutions that would not meet our intended goals, I conducted a full spectrum of research solutions to grasp the problem set, the market, and users. The research included primary and secondary research.
My primary goal is to ascertain a market need for the client's potential technology by conducting competitive benchmarking and usability testing. This involves evaluating whether there are any design problems that need to be solved.
Secondary Research
When evaluating the airline's problem statement for UXDI, I conducted competitive benchmarking and usability testing. I then drafted a paper based on the data and used the evidence to guide my research methods.
Competitive Benchmarking
Summary Competitive Benchmarking
After initial research and evaluating the problem statement in the market, I conducted competitive benchmarking. This helped me identify the strengths and pain points of other airlines' apps and websites to analyze potential solutions.
Key Takeaways
Main Finding: The airline app and website industry is diverse, so a unique offering could make a big impact. Some competitors know this and are shifting their businesses in this direction.
Online Survey
Summary Online Survey
The airline industry stands on the verge of a significant transformation. With advances in technology poised to redefine economic and social norms, the dynamics of air travel and customer engagement are rapidly shifting. Growth in the gig economy and increasing accessibility of digital platforms are revolutionizing the way airlines interact with their passengers. User Experience (UX) and User Interface (UI) design are at the forefront of this transformation, playing a crucial role in enhancing passenger satisfaction and loyalty.
Despite the vast potential for improved UX/UI in the airline industry, many airlines struggle to provide a seamless and engaging digital experience. This is puzzling, especially when considering the robust growth in the travel sector. Effective UX/UI design can significantly enhance passenger experiences, making interactions with airline services more intuitive and enjoyable. With mobile app usage and digital interactions soaring, the importance of superior UX/UI design for airlines is undeniable.
I used an online survey, a research method that gathers both quantitative and qualitative data on user preferences. This survey targeted users who recently used an airline booking website or application. It enabled me to learn more about the goals of potential clients and helped me make more informed design decisions later in the process.
My recent survey focused on understanding the preferences of non-residential Indian women living in Sweden, aged 30 to 50. I distributed the survey via WhatsApp to 16 participants who are currently working professionals. The survey, created on Google Forms, consisted of 8 questions and took approximately 2 minutes to complete. The 3-day survey period allowed for a good response rate.
Findings
My research indicates that many women traveling with infants are concerned about the lack of clear information regarding age restrictions and safety protocols on the website or app. Additionally, many users express uncertainty about pricing and prioritize comfortable travel schedules for their children.
Opportunities
Improved Information Architecture:
Design clear and easy-to-find sections dedicated to age restrictions and infant safety protocols on the website and app. Consider using icons or visuals to make this information more accessible.
Transparency in Pricing:
Design clear pricing structures that show all potential fees upfront, including infant travel costs. Explore interactive tools that allow users to estimate total travel costs based on age and travel needs.
Focus on User Journeys:
Design user journeys specifically for travelers with children. This might involve prioritizing options for comfortable flight times (avoiding red-eyes), highlighting family-friendly amenities like in-flight entertainment or priority boarding.
Search and Filter Options:
Implement filters that allow users to search for flights based on desired amenities like bassinets, priority boarding, or access to in-flight entertainment suitable for children.
Visual Communication:
Use clear and concise language throughout the website and app. Consider incorporating visuals like icons or short videos that demonstrate safety procedures for infants on board.
Primary Research
User Interviews and Usability Testing of Existing Competitors' Apps and Websites
We conducted five formal user interviews and usability tests using Zoom. All participants, aged 25-60, were randomly selected and Europe-based. They were tech-savvy individuals who have booked air tickets several times.
“There we can see the only option is there on that day because the only option is showing me.”
“I don't remember that anywhere saying that this is a two stop flight.”
"There is a possibility that I would look at the ‘Plus’ option if those few things are more easily highlighted on the first screen.".
“I don't know, why? When I keep clicking this .. showing me ..is that my return tickets?”
“This is very very misleading.”
“ Its not giving me any information saying that there's a stop over or how long the stopover is.”
“Ohh that is confusing.It is not giving me any information about what saver is?”
“Just terms of this app, It just looks a lot more cluttered straight away.”
“Ohh return flight.. I didn't see that”
Notable trends were:
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Participants were baffled by cluttered information.
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They couldn't find the correct information at the right time.
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They could not find the CTA buttons due to non-prominent color combinations.
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Each participant expressed frustration with the lack of proper information.
While conducting usability testing, we interviewed users to understand their behavior. We asked them questions like where they are working, how they booked their last air ticket, how the experience was, what kind of difficulties they faced, which airline they like, and why. We gathered all the information and insights from these interviews.
Notetaking
To make this process easier, I took notes for each interview and usability test. It gives me the opportunity to create documentation for research. It helps me observe and pinpoint users' behavior, their pain points, and good and bad practices in the market. It helps me understand users' mental models and patterns.
Analysis
After gathering all the information, I started to analyze it. I used different methods like affinity diagrams and customer journey maps, and tools such as Miro board for this purpose. I began with an affinity diagram.