Erika Stowe
Objectives of the research sessions were set:
Learn about the goals of the user whilst booking their last flight
Uncover any attitudes and behaviours users may have whilst booking flights
Discover the context around their last experience booking a flight
Unravel any information from users that maybe valuable to improve the experience of our website
Identify which sections/features of these sites add to the users experience positively
Unravel any information from users that maybe valuable to improve the experience of our website
Participants during the interviews
A survey was sent out to see what sort of quantitative insights we could gather.
Sample responses from the survey
To conquer the sheer amount of insights generated through the depth interviews, benchmark testing and surveys; I ran an affinity diagramming session to help gain some clarity.
Affinity diagramming session whilst 8 months pregnant :)
The key findings from the research were translated into a customer journey map which showed the current user journey including: goals, context, behaviours, mental models, pain points and most importantly the opportunities.
Some easy wins were:
Having only necessary content and functionality
Clarity around pricing
Clarity around what they have selected and ability to easily change everything
Customer journey map of current process and opportunities for the future process
A high level flow was defined for booking flights, this took into account all the issues found in the research phase as well as incorporated any opportunities.
Flow diagrams are great for preparing to start designing screen details.
Initial sketches showing possible solutions.
Initial sketches
Using Axure RP I started prototyping the experience.
Prototype screens
Using Sketch I created the polished UI designs.
