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My mission was to create the best possible solution for desktop users, with the aim of letting them easily achieve their goals and feel positively about coming back to the site. After a few rounds of testing and different iterations I sought to deliver the most comprehensive document to the UI and development teams.
I mainly worked on my own, with sporadic collaboration with my course mates. The UX Design course was delivered entirely online due to the ongoing pandemic.
Firstly I set myself the task of understanding the basics that are generally involved when people buy flights. I drew on my own experience firstly, and then conducted some further research on the customers. Using different research tools allowed me to define a number of things I wasn't previously aware of. The actual feelings people have from when they start thinking about going on holiday, for example. The sometimes frustrating process of dealing with a system that might discourage you to complete the process, poor usability and accessibility, intrusive ads, the hard sell of add-ons, and the many errors encountered while visiting the website. I discovered the main reasons why people choose the airline website instead of a travel agency engines like Skyscanner, and what they usually use the website for.
These are the tools I used in the discovery phase:
Online Surveys
In depth interviews, Usability Testing, with note taking
After gathering data from existing designs and real users, I needed to frame the existing problems, needs, behaviours, and goals of the entire journey from conception of the idea of travelling to confirmation of payment for a flight.
These are the tools I used:
Affinity Diagram
