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Designing a Flight Booking Site to Eliminate Frustration and Complexity.

UX/UI Design

Role

Project Lead

Time Line

2024-2025

Tools

Figma, Adobe Illustrator, InDesign, Miro

Tools

Figma, Adobe Illustrator, InDesign, Miro

The Problem

Booking a flight can be a tedious and frustrating process. When planning a holiday abroad or a business trip it is a necessary process that is often viewed negatively.

I want to design a new application that is easier to follow, and provides a greater user experience than conventional airline applications.

The Solution

Saor is an airline company that operates through an online application of the same name. Here users can research, book, and choose flights to various destinations around the world.

Data Analysis

I curated an affinity diagram using the data collected from my usability tests and my survey. Using Miro, I organised my data using sticky notes. I categorised each note depending on the source of the data and what impact it had (see example).

Once I had all my data on sticky notes I grouped them together to find common themes. From there I divided these groups into sub-groups to further discover deeper insights.

Usability Testing

I conducted three usability tests to identify user goals, needs, and behaviours in real time. The tests observed participants as they navigated through an airline booking website while completing assigned tasks. I intervened minimally to avoid disrupting their natural flow.

All sessions were recorded with participant consent, allowing me to identify key insights from video playback.

Survey

In order to get broader view of the subject I created a survey regarding airline travel. The questions within this survey focused on user goals and habits.

The answers from this survey helped fuel the following stage of this project.

Flow Diagram

Before beginning my design phase, I developed a user flow diagram to outline the key paths the user will take when interacting with the product. This diagram helped me visualise how users navigate through each phase of the process and how they will achieve their goals at each step.

By mapping out these interactions early on, I was able to identify potential friction points and ensure the overall experience remained intuitive and efficient.

Throughout the design phase, I continuously referenced this flow diagram to maintain a clear, logical structure to how my users will navigate through my website.

Customer Journey Map

Before starting to develop the solution I created a customer journey map. This “map” was curated using the insights gathered from my research and details the users experience with the product from beginning to end.

On this map I touched on the users pain points, behaviours, goals, and mental models. Going into the design phase I repeatedly referred back to this map to guide and validate my design choices.

Swipe to see full diagram

Swipe to see wireframes

Flow Diagram

Swipe to see full diagram

Data Analysis

I curated an affinity diagram using the data collected from my usability tests and my survey. Using Miro, I organised my data using sticky notes. I categorised each note depending on the source of the data and what impact it had (see example).

Once I had all my data on sticky notes I grouped them together to find common themes. From there I divided these groups into sub-groups to further discover deeper insights.

Key User Insights

Key User Insights

1

Users Don’t want to see irrelevant Information.

A common theme amongst all usability tests was users being frustrated by information on their screen they did not care for such as care hire, accommodation suggestions, and ads for sales.

2

Users Want to Type as Little as Possible

The biggest factor that influences the users decision to purchase a flight is the price. The price of the flight can outweigh any other factor and must be communicated clearly to the user.

3

Disjointed User Journey

All users faced some sort of difficulty when progressing through the booking process. The interfaces lacked clear flow and made it difficult for users to carry out tasks.

4

Price is the Biggest Concern

Users don’t want to use their keyboard during the process. They expect sections such as date selection and baggage to be clickable.

3

Disjointed User Journey

All users faced some sort of difficulty when progressing through the booking process. The interfaces lacked clear flow and made it difficult for users to carry out tasks.

4

Price is the Biggest Concern

Users don’t want to use their keyboard during the process. They expect sections such as date selection and baggage to be clickable.

Customer journey Map

Before starting to develop the solution I created a customer journey map. This “map” was curated using the insights gathered from my research and details the users experience with the product from beginning to end.

On this map I touched on the users pain points, behaviours, goals, and mental models. Going into the design phase I repeatedly referred back to this map to guide and validate my design choices.

Flow Diagram

Before beginning my design phase, I developed a user flow diagram to outline the key paths the user will take when interacting with the product. This diagram helped me visualise how users navigate through each phase of the process and how they will achieve their goals at each step.

By mapping out these interactions early on, I was able to identify potential friction points and ensure the overall experience remained intuitive and efficient.

Throughout the design phase, I continuously referenced this flow diagram to maintain a clear, logical structure to how my users will navigate through my website.

Wireframes

Conclusion

What Went Well:

The usability tests I conducted generated valuable insights which directly informed design decisions.

Data was recorded from multiple sources and methods which strengthened validity of insights.

Rich level of analysis was carried out.

Delivered a clean, intuitive prototype that meets users needs and functions as intended.

What Could Be Improved:

Time constraints resulted in a prototype with less depth than I would of liked.

LESSON

Delegate more time where possible in future to work on prototype.

I believe there could have been a greater range of user groups investigated.

LESSON

When possible try to investigate a larger range of users to gain better insight.

Due to time constraints there were fewer rounds of user testing on the final design than I would have liked. While initial feedback informed key design improvements additional testing could have further validated these design choices

LESSON

In future projects, I plan to schedule multiple feedback cycles earlier in the design process to ensure the final product is fully user-validated.

Swipe to see full diagram

Conclusion

What Went Well:

The usability tests I conducted generated valuable insights which directly informed design decisions.

Data was recorded from multiple sources and methods which strengthened validity of insights.

Rich level of analysis was carried out.

Delivered a clean, intuitive prototype that meets users needs and functions as intended.

What Could Be Improved:

Time constraints resulted in a prototype with less depth than I would of liked.

LESSON

Delegate more time where possible in future to work on prototype.

I believe there could have been a greater range of user groups investigated.

LESSON

Ensure a substantial level of user research is conducted before developing the final prototype.

Due to time constraints there were fewer rounds of user testing on the final design than I would have liked. While initial feedback informed key design improvements additional testing could have further validated these design choices

LESSON

In future projects, I plan to schedule multiple feedback cycles earlier in the design process to ensure the final product is fully user-validated.

Let’s Work Together

elliottmullen14@gmail.com

Work

About

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Let’s Work Together

elliottmullen14@gmail.com

Work

About

Blog

LinkedIn