Project background

I developed a new app to minimize customers' frustrations with finding cheap tickets.This project was executed as a capstone for my UX/UI design certificate through Chegg skills.

Design challenge

A lot of people love to travel and explore places they haven't been to before. However, airfare is expensive, and planning trips can be time-consuming. There are so many airline websites and mobile apps that travelers use. However, it is difficult to keep track of the best airfare deals and manage flight reservations all in one place.

Away You Go is a new airfare booking app that wants to solve travelers' frustrations with finding flight deals, booking those deals, and managing those flight reservations. They want to make sure that they are solving the right user problems and offering a product that is easy to use and useful to travelers who are budget conscious. They hired you as their UX/UI designer to help them conduct user research, ideate, prototype, test, and design a mobile app that caters to these types of travelers and their specific needs.

Empathize

I interviewed 4 people who like to travel but have expressed their frustrations with planning budget-friendly trips. My questions aimed to learn about their frustrations, patterns and goals. I conducted remote interviews to get perspectives of people from different backgrounds.

Define

Problem statement: People who like to travel on a budget struggle with finding cheap tickets when they are planning trips with friends. Our design will provide a way for them to build and manage their itinerary in a timely manner. As of now, they have to search multiple websites to find the cheapest deals, which is time-consuming.

Ideate

I brainstormed using the 'word association' technique, then created a sitemap and low-fidelity mockup of my ideas for the app.

Prototype

Design Process
I followed a user-centered design approach to create wireframes, mockups, and prototypes for the new website using Figma. Key principles of visual hierarchy, contrast, alignment, and consistency were employed to create a clear and intuitive interface.

User-Centered Focus
Understanding that the primary user concern was finding cheap flights, I prioritized the ‘book a flight’ section on the homepage. Users can quickly input their travel details, prompting the system to search multiple travel sites for the best prices.

User Research Insights
Through user interviews and surveys, it became evident that users sought a streamlined way to book flights with minimal steps. This insight was crucial in creating an intuitive and direct booking experience.

Visual Design Principles

• Visual Hierarchy: The ‘book a flight’ feature is prominently placed to draw immediate attention.

• Color Coding: Input fields, such as ‘max price per person,’ are highlighted for visibility, while destination sections encourage exploration.

• Line Separators: Used to delineate sections clearly, enhancing navigability.

• Balance & Scale: Image sizes under ‘plan with friends’ were adjusted to create an appealing layout.

User Feedback Iteration
Based on user testing outcomes, I added a search box within the ‘plan with friends’ section, allowing users to explore new destinations actively. Feedback indicated this feature enhanced user engagement and planning.

Test

Task Scenario
Users were asked to imagine a situation where a close friend wants to plan a birthday trip for next month. The requirements were:

• Location: Somewhere with a beach and nice weather

• Budget: $600 for round-trip flights
  Participants were instructed to book a flight that fits these criteria. [Figma Prototype Link]

Usability Test Report

Testing Methodology
I conducted usability tests with 5 participants using both moderated and remote testing methods. They shared their screens and walked through the booking task in real-time.

Participant Performance

• Task Completion Times:

  • 3 participants completed the task in under 5 minutes

  • 1 participant completed it in 13 minutes

  • 1 participant completed it in 20 minutes

Findings

1. User Experience:

   • The three participants who finished quickly found the mobile design intuitive and likened it to apps they currently use.

2. Feature Requests:

   • The participant who completed in 13 minutes expressed a desire for hotel booking capabilities within the app.

   • The participant who took 20 minutes commented, “I wish I could find destinations similar to the one I’m considering,” indicating a need for more contextual exploration options.

3. Explore Feature:

   • None of the participants utilized the 'explore' feature to find a beach destination, suggesting that this functionality needs better visibility or appeal.

Recommendations

• Enhance Explore Feature: Incorporate more prominent placement and compelling calls-to-action for the ‘explore’ feature. Consider showcasing recommended destinations based on the user's search criteria.

• Related Destination Suggestions: Develop an algorithm or feature to suggest similar flight options or alternative beach destinations that align with the user's budget and preferences.

• User Education: Consider adding tooltips or onboarding prompts to inform users of available features, like ‘explore,’ to increase engagement and utility.