Research

Usability Testing

To gain qualitative insights into user behaviors, goals and context, I planned and conducted usability tests on users attempting to book flights through airline apps.

Test objectives:

• Observe how users flow through competitor apps (British Airways & EasyJet)
  
  

• Identify areas of confusion and points where users drop off
  
  

• Understand existing mental models and conventions
  
  

• Identify usability issues that could provide competitive advantage
  
  

• Gauge emotional reactions at each step of the journey

I created an in-depth test script to get rich insights from users, focusing on their genuine behaviors and context when using airline apps. I used Screenflow to record sessions and Reflector 3 to capture mobile interactions.

Competitive Benchmarking

I analysed how competitors solve similar UX problems, identifying conventions and design patterns that work well (like Airbnb's approach) and things to avoid (particularly the Android version of the EasyJet app).

Online Survey

While running usability tests and competitive analysis, I conducted an online survey to gather quantitative insights using multiple-choice questions, Likert scales, and behavioural questions to understand what users would change about airline app experiences.

Analysis

I organised all research findings through affinity mapping, working with a team to group insights into clear categories. This revealed key patterns around user frustrations and opportunities, which I then used to create a customer journey map highlighting specific problems to solve and communicating the user experience to stakeholders.

Design Process

Mobile Flow Diagram: Based on my research findings, I created a mobile flow diagram focused on the primary use case of booking a flight. I kept the process as lean as possible while addressing the issues uncovered during research.

Interaction Design: I designed each interaction based on the mobile flow diagram, sketching with pen and paper first. This approach kept focus on the interactions themselves rather than getting caught up in visual design details, ensuring every step in the flow was considered.

Medium Fidelity Prototype

I created an interactive mockup using Adobe XD. I made use of neumorphism and soft UI to create a clean, minimalist aesthetic that contrasted sharply with competitor interfaces. I tested this prototype with users to validate the approach before moving to detailed wireframes.

Wireframes

I created comprehensive wireframes with detailed annotations for development handoff. Every interaction, validation message, hover state, and animation was documented, providing clear implementation guidance.

Usability Improvements

Testing of the final prototype showed measurable improvements:

• 5 of 5 test participants preferred the new flow over their previous airline booking experiences.
  
  

• Reduced interaction steps from an average of 37 decision points to 12 essential choices when compared to the tap paths of EasyJet.
  
  

• 100% of testers found the pricing structure clearer and more trustworthy than competitor apps.