This case study was developed as part of my diploma for the UX Design Institute. The diploma was centred around the case study and followed a real life cycle of a UX project.
Our client is a start-up airline brand called AVION. They are looking to create an online experience that is fast, easy, and intuitive. Our task was to design a new website for AVION. Focusing specifically on the flight booking process: how users search for, find and select flights online.
The main problem for the user as identified by the brand was that people's flight booking experience was one of constant disruption by upselling features. A hypothesis that was later confirmed by our research too.
Our main challenge was to design an experience which was fast, easy and intuitive for users of all ages while keeping in line with the brand's business strategy and providing the right balance between upselling and a positive user experience.
This project was heavily focused on UX research and all design iterations have been developed by using insights from both quantitative and qualitative data.
I was responsible for conducting most of the UX research (Competitive benchmarking, usability testing, affinity mapping and customer journey mapping) as well as building Avion's user flow for our primary use case and creating wireframes and prototype for testing.
After reviewing both quantitative and qualitative data conducted internally, I was able to identify two main audience groups. Those users were equally passionate about using the product but with very different goals when navigating through the app (zoom in on the research to read).
After looking at our competition and talking to customers from various backgrounds, we did Usability Testing with users to determine the effectiveness of the current flight booking experience.
We also ran an affinity session which helped us put a firm structure to our research findings.
We used all insights from our research to build a customer journey map. Telling the story of our customers' flight booking experience with Avion.
After conducting and analysing all research, it was now time for us to start designing the new AVION website. With an overall objective of fixing all issues identified throughout the research phase.
Defining a high level flow for the website. Focusing on one flow - one primary use case.
Testing and sketching different ideas on paper before proceeding with digital wireframes.
After initial analysis of test results and further iteration, we designed high-fidelity mockups and developed a prototype with enough detail to test the high level flow, screen layouts, copy and basic interactions.