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UX Solutions

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69%

Of target users open the app for 2 prime reasons: 

Book a Flight (37%)

Check prices (32%)

The home screen was redesigned & tailored for these Common Use Cases.

Uncertainty among users when the airport code and city correlation were not obvious.

User doubt eliminated by including full city names, extending Field Length.

Credit card offers annoyed customers, & did not serve the most lucrative categories: baggage & change fees. (Wall Street Journal 2017 Thus, the removal of CC offers.

App Home

Screen

Usability tests exemplified frustration, users searched the screen & menus looking to initiate a flight search. 

 

This screen is now at the fore, Content over 

Navigation.

1:4

Only 1 in 4 apps reviewed for this study auto-populated the origin field, despite 100% requesting location permission.

Origin field set to autofill, making full use of Location Service Capability.

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Airline App

Case Study

Statement

This study was undertaken as part of the course work at the UX Design Institute, Dublin (2019). The goal,  improve airline customer experience by leveraging the first touch point; the booking process.  The exponential growth of mobile and the airline industry's interest in enhancing their digital experience, created a topical and useful framework from which to work.​

An assessment of four airline booking apps (United, Delta, Aer Lingus & Eurowings) through usability testing, interviews and online surveys revealed three target areas for redesign and optimization: 

 

Home Screen

Flight Selection

Passenger Info Entry

Process

Competitive Benchmark Analysis

Usability Tests

Customer Interviews & Surveys

Customer Journey Map

Customer Flow

Affinity Diagram

Prototyping

Wireframing

UI Design

 

Angela Campos

UX Designer

 
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Customer Flow

 During testing, users filled out passenger info using the flow pictured below, primarily due to a lack of affordances to indicate a quicker and alternate way.

 

In this instance, flow could be vastly improved,  benefiting user and business goals by raising customer satisfaction scores 5-10 points.  (McKinsey,Capturing the digital opportunity in airlines, 2018)

 
My aim was to speed the process in a consistent manner, borrowed from established norms. The new flow requires less work, made possible in part, by adopting the keyboard adaptation present during search functions on IOs & Android. In this case, the return button is highlighted and rotates between Next and Go.  Click play in the center model to see this in action.

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Passenger 

Info

UX Solutions

Return 

The return button was changed to reflect appropriate next actions​. Users who default to the flow of tapping done after each entry are served a one time hint overlay. Thereafter, they are free to choose their favored method for field navigation.

Name

The name field reduced to one line, as opposed to 3 (first, middle and last.)

D.O.B

Birthdate is now typed; hint text was added to facilitate format comprehension.

Highlight

Active fields highlighted and the Next button is greyed out /inactive until the current field is completed according to established rules and validation.

In

Summary

Further Improvement

I'd recommend an examination into the check-in process on airline apps, which represents the third largest set of use cases.  

 

Along with this, an increased level of personalization would be great to drive customer loyalty. For instance, displaying the appropriate home screen for a logged-in user with an upcoming flight, i.e. show the check-in screen if within the appropriate window of upcoming travel.

 

Features to Consider

Biometric login

Biometric checkout

Ability to remain logged in

Auto passenger info entry

Dark theme

Please Reach Out

Currently seeking UX opportunities

the.angelacampos@gmail.com

 
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“What's going on here...I don't remember seeing anywhere that this is a two stop flight. I'm done with this now”- Eurowing User

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Flight

Selection

Connecting Flights

Users were greatly swayed by cost, typically selecting the least expensive option, above time, date and comfort.

 

During testing, the budget flight option often included a layover. On select booking apps, it was unclear which flight had a connection. In fact, users did not realize there was a layover until they began seat selection. They'd completed nearly 90% of the task before realizing they'd need to go back. And by then, their faith in the process was exhausted.

 

These Insights helped tailor information architecture on this screen, simple adjustments led the way to a cleaner interface with little room for customer doubt.

UX Solutions

Price

Cost given priority, large text, isolated from other flight details. 

Layover

Each card starts with a direct flight or connecting flight symbol, placed on the left side to facilitate quick scanning and interpretation. These changes eliminated any layover confusion; during the prototype testing phase, users immediately connected the significance of each symbol.

Low

Med

High

Prototypes

Tap

First

Name

Enter

Text

Tap

Done

Tap

Last

Name

Enter

Text

Tap

Done

Tap

DOB

Scroll to

Month

Scroll to

Day

Scroll to

Year

Tap

Email

Enter

Email

Tap

Done

Tap

Gender

Tap

Phone

Enter

Text

Tap

Done

Tap

Done

Flow Then