Yaagni Patel
FlyUX is a case study devised by the Design Institute as part of the requirements to achieve a Professional Diploma in UX Design, accredited by Glasgow Caledonian University.
Objective
To design a desktop app for a budget airline that allows customers to search for and book flights as easily as possible.
Target audience
People who need to book short and long haul flights for both leisure and business.
Research was conducted using other airline sites to see if it matched their mental model. Usability testing highlighted the likes and difficulities users experienced. It revealed how users searched and booked flights and also gave an insight into their goals and behaviours as well as what context the app was being used.
Below are the research and design projects that were carried out as part of this case study. The projects include UX principles, user research, analysis frameworks, interaction design, prototyping and wireframing.
1. Usability testing
The objective of usability testing was to get the end user interacting with the software and get their feedback on how it performed.
Users were interviewed before the test so as to get a background on their behaviours and context when booking flights. This interview also got an insight on what their priorities were when looking to purchase fares. eg times, cost, dates etc. They were told notes would be taken during the course of the usability study and also the session was being recorded.
Users were informed they could ask questions at any time. Users were asked navigate the sites slower than they normally would and wherever possible to speak what they were thinking and verbalise what they were expecting to happen whilst using the website.
2. Affinity Diagrams
The research gathered was shared and reviewed with other team members. Teams members reviewed the usability tests and took notes. During brainstorming session team members wrote down primary goals, secondary goals, pain points and mental models of the users.
A card sorting exercise was conducted grouping the information gathered into logical groups.
Groupings formed the affinity diagram which helped identify key areas to be addressed. The affinity diagram was used to create a customer journey map.
3. Customer Journey Map
The objective of the Customer Journey Map is to translate the research data gathered into a structured document.
High level groups devised from the affinity diagram are defined in this customer journey map as steps in the booking a flight user journey. Goals, behaviours and pain points are documented at each stage. The experience is assessed as positive or negative.
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4. User Flow Diagram & Sketching Wireframes
A user flow diagram was created to understand the stages and links between each of the individual pages.
Initial low-fidelity wireframe sketches were created to explore a range of UI styles and how the individual pages would link together.
5. Medium fidelity prototype on InVision
Using the wireframes, digital wireframes of the various stages of the booking process were created in Sketch and then transformed through links on InVision. The prototype created is in the following link: https://invis.io/PTX9OBSQB5U
