Flair Air
Project brief
Start-up airline Flair Air is looking to create an online experience that is fast, easy, and intuitive: One that’s Based on the deep understanding of their target users. The task is to focus specifically on the search and select process of booking a flight online.
Problem
Start-ups don’t have the advantage of being able to leverage alliances and partnerships with other airlines to expand their networks and increase their customer base. They struggle to build these relationships and therefor need to forge trust with their customer base from scratch. How do we help an airline build trust with their new and potential customers?
My Roles
Starts With Research
Research Goals :
Gain in-Depth KNowledge about the needs, goals, and behaviour of users (Usability testing)
Mine well-performing airline websites and understand what works best ( Benchmarking)
Define the pain points within the existing design of the search,select and purchase user flow.
Process & Methodologies
Steps I took for the research
Valuable Insights to aid in new design solutions and validating and preliminary ideations.
Business Problem
With a smaller customer base and limited networks, the airline finds it challenging to gain more customers and build on existing customer relationships. How does this business build trust and grow their customer base?
User Problem
Trying to navigate through the booking process the user is confronted with interface inconsistencies that don’t match their mental model — causing cognitive friction as they try to learn a system they assumed they already knew how to use.
Design Strategy & Solution
The insights listed above provide a number of opportunities to solve both business and user problems. The main objectives that are covered in this design strategy are :
Design an interface that doesn’t force the user to deviate from their existing mental models by adhering to interactive design and pattern conventions for this specific user goal of booking a flight and all the micro-tasks that are needed to achieve it.
Provide an accessible user journey that shares vital information in a clear, detailed yet concise way.
Ensure that the user doesn’t feel inferior by avoiding a class or package offering. Alternatively, create a choose-your-own adventure experience within the business and liability constraints.
Keep customers engaged during the booking process by using gamification in or to keep that instant gratification going and help guide users to the purchase page with ease and levity.
User Flow & Wireframing
User flow is used to work on the armature of the design and the user experience. It aids in understanding what part of the booking process happens on which page, and also bridges any gaps in the experience. Knowing when transitions happen and how to effectively communicate the appropriate information and affordances to the user to mitigate cognitive friction and pave a seamless booking experience before the true designing starts. Wireframing each screen and state with the utmost care and attention to detail.
User Flow Chart of the New Search and Select Booking Process.
Wireframing
trying to find a solution that works for both the business goals and the iser. being mindful of the goals for
both and using the problem to realign if needed.
Prototyping
A walk-through of the prototype
