Booking flights can be really stressful so many things have to be considerate and people can became really anxious about it. Worrying if they select the right time on the flight or was the best option or should I browse more. I think almost everybody experienced something similar.
Initially I based my research on survey to gain more quantitate data and have a better understanding of the process and what was that make this experience so stressful
Research Insights
Move forward I start interviews for a deeper understating of the users, their need and their behaviors. And this are the major key finding that define the audience
I create an affinity map based on user responses.
And I prioritize what was useful for make this experience better by selecting the main pain points. Users didn’t like the “the changing of price during the process” or no matter what website I will use, I don’t trust them
To arrive to Daniela, 28 years old from Milan
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She generally travel twice a months
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She want to spend time with family and friends but not given up to her carrier in London
Her goal are to find the cheapest deals without felling trick and spend less time planning her journey
User persona
To give the solution to Daniela we propose
The main Key features of flight smart are :
Research
After conduct a competitor analysis of the major companies.
We understood the key features of the service.
Look of the data we decide that Skyscanner and EasyJet had the best features in order to accomplish our goal
We conduct a plus and deltas analysis finding the advantages and disadvantages of both of them and we will able to see some of them as inspiration in our features
Like the monthly calendar for skyscanner or features of adding multiple flights and pay all once was really usefull for easyjet
To move after with a external competitor, Amazon for understand how the promote and advertise their deals and how to use it that in our app
To start the paper prototyping by define the main screen in this first step for the selection of the flights and feedback that I received from the user trough the testing
From that we create user flow which show the main screens of my app.
It is quite simple
Second round of User testing
We create another prototype with more details focusing on the main features : the smart account and the way to show the cheapest deals.
We run another circle of user testing to gain more feedbacks and realise what we miss like the homepage was unneccasary and the users did want a skip both for each preferences
The site map illustrate the main buttons and function of the structure of the app
SITE MAP
What we offer :
The smart account allow user to save time by creating a personal account with all their preferences which they will be to decide and save.
Then when they will select the flight the details will be already in it and the price will be the final from the beginning.
Following by the other main feature our way to find the best deal
Trough the competitor analysis we take inspiration from skyscanner and easyjet to make a better experience and archive the user goals.
For the food and drink precerences we select we how amazon promote discounts items and we bring that function on our discounted meals. The items will be discounted just if you set your preferences with the app, to give an incentive and another reason of why is worth create the smart account
For the easly identification of the flight price we based on the way that easyjet and skyscanner promote the prices.
Unify those two we decided to give the option to select separate flights, making two screen. And advertise the flight with a green colour,, always on the top and with a clear text
Another focal point from the user feedback was the double confirmation of what they selected.
Trought the payment summary After selecting the flight you will be able to review and see the preferences that you select with already the final price.
For our mid-fidelity prototype the summary was with to many info so we decide to create a new page
Responsibilities
- Design (app, website
- UX analysis (flows and persona)
- Management (sprint planning and weekly reviews)
Main areas of responsibility:
I worked on this project as a lead designer and product manager.and branding)
- Lo-fi prototyping (basic flow and interactions)
- Front-end development (website)