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ABOUT THE PROJECT

A case study for the UX design Institute course delivered by Glasgow Caledonian University. We were asked to create a ticket booking app for a fictive airline company.

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KEYBORD ACTION & SEARCH RESULT PAGE WIREFRAME SKETCHES

UX CHALLENGES

Airline companies have the advantage of strong storytelling to drive sales, but with a highly competitive market, a clear, simple and reassuring purchase journey and checkout process is vital to conversion. While benchmark researching and user testing,
I noticed a few common pain points on the competitor's apps, such as:

  • A deconstructed flow where the users would lose track of where they are in the app, or how to go back / forward
  • A very long sequence flow hard to navigate through, and ambushed with a lot of forced extra commercial options
  • Broken interactions with little to no feedback that made the users think twice about each action they took.

The app needed to provide a seemless experience to the users, through a well balanced dialogue.

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FLIGHTS OPTIONS & CHECKOUT PAGE WIREFRAME SKETCHES 

UX SOLUTIONS

Providing an uninterrupted flow:
The data found that shoppers were more likely to leave the app when they have to work too hard to understand the product. Here, the users have an overview on every step taken, and every step coming up. They could go back to any step backward without losing track, or information already filled.
Also, the "travellers" information required is showcased in a module, greying out the background so the shoppers know they are still on the same page but are asked to perform a task. They are not redirected to another page.

Giving the user full control:
Once the user has chosen the dates the destinations and other travellers options, the flight search page is highlighting all these choices, allowing the user to iterate them at anytime, and as painlessly as possible.

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MEDIUM FIDELITY PROTOTYPE

Removing barriers to purchase:
The data shows that login pages and long steps to purchase are drop-off points.
It was important to de-clutter the steps to purchase, and to give visual feedback to the user. Payment methods and security is also very crucial here, adding the word 'secure payment' near the checkout button along with a verification badge as the user enters the secure payment area reassures users concerned about entering their card details.

Beyond checkout:
It was important to insure a good user experience on the app even after the purchase. The user has again full overview and control of his tickets and ticket options. A clear 'change seat' button on the boarding pass shows to the users that they can do so easily whithout waiting for check-in. 

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ROLE: UX Designer
DELIVERABLES: Competitive benchmark, online survey, user interviews and usability tests, persona, site maps, user flow, navigation sketches, medium fidelity prototypes, wireframes.

DESIGN TOOLS:
Sketch, Photoshop, Illustrator, InVision

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