FLYUX

FlyUx is the name given for our app project solution. FlyUx is a fictional low-cost airline.

Purpose of the project

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Dominate the different stages of research as is fundamental to understand the problems we are attempting to solve for the users.
Compare, translate, and understand the data.
Learn how mobile apps approach the problem of search and booking options.
To identify not only the best practices of UX / UI but also how to improve the existing ones.
Highlight best practices and understand the commonly used conventions.

Competitive analysis

We will be covering the following stages of the booking process:

Homepage, Search, and Selection.

The creation of competitive profiles (in terms of marketing strategy, target market, core business, usability, layout, navigation structure, compatibility, content, design, and performance) together with SWOT analysis helped to assess and define the current competition.

Objective of Competitive analysis

Being able to create and simplify a long screen process.
Make the app user-friendly, clear, and self-explanatory

Analysis of competitors

SWOT ANALYSIS

Ryanair:
- Straightforward process, and simple format.
  Bag and cabin class information displayed very clear.
- Ads and other features not related to the booking process take a considerable part of the screen.
- When the user wants to return to any part of the process is hard to get back to a specific screen.
eDreams:
- Clear layout when looking for destinations.
- Good choice of color pallet.
- There is not a clear structure about the part of the process the user is in.
- There is no information about cabin class options.
EasyJet:
- Screens' designs are intuitive.
- The number of ads and externals links can lead to confusion, the user can easily exit the app while navigating.
- Additional features are hard to find.

Ryanair:
- Weaknesses: Main navigation on home and menu seems unconsidered - leading to a confusing user journey.
  The home screen is cluttered and full of ads.
- Opportunities: A usability review conducted with a particular view to simplifying the main navigation areas, could improve the user journey considerably.
- Threats: The constant reminder for user sign up or log in could be off-putting- therefore losing new customers.
  Users could get lost in the unusual menu layout.
Strengths: The overall of the app has a well planned and streamed user journey.
EasyJet:
- Strengths: Prior to this in-depth review I considered the app to function really well, intuitive structure, and well designed.
  Screens' designs are simple, intuitive, and thought out.
- Weaknesses: Users struggle to find additional features, as a result of the above,
  The main navigation is very confusing.
- Opportunities: An usability review, conducted with a view to remove any additional bells, whistles, and web pages that users are simply not finding or using would help to streamline the app.
- Threats: Users could get lost in the navigation or end up on web screens outside the app.
  Money spent on features that are not used.

Usability Test

Name: R.O
Profession: P.E Teacher
He uses the phone the most.
He uses apps like Instagram, Spotify, Whatsapp, podcast app & Ryanair. He flights between 2-4 times a year
He travels to Spain, Amsterdam, UK, and Portugal (around Europe)
When booking the flight he looks at the date and the price, whatever is more convenient and cheapest.

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Ryanair

He likes the layout because you can choose the dates you want and return straight away.

He likes that he didn't have to type another person but was already displayed within the same screen.

When choosing the different types of travel options (value, regular, or plus) he decides to choose the regular, because of the bag options and priority. He finds the information displayed very clear.

He finds the app was very quick, he likes the display of the dates, so you can compare the date before and the date after. Something he didn't expect to see was the options straight away all on the same page. He likes that the process was straightforward, and the format was simple

Affinity Diagram

I have shared my research data with a support team. Prior to the affinity diagram session, the support group in the team helped taking notes of the usability test recordings.

For the interview section of the recordings, we were looking for goals and context competitive benchmarking documents, survey results, and usability test recording and make note of everything we felt that was relevant to describing the current user experience: goals, behaviors, pain points, mental models and contextual information.

Customer Journey Map

I defined the high-level steps. Based on my affinity diagram, the steps correspond to the high-level groupings in my affinity diagram. Making sure to capture the reality that many users will visit the app many times before making a booking.

I documented the goals, behaviors, and pain points. For each step, document the goals of the users at that point.

I assessed whether the experience was positive or negative for each step.

Flow Diagram

This is a necessary step to define the high-level flow for booking flights on the new airline mobile app, address all the issues highlighted in your customer journey map and prepare for designing screen details.
Click on the image for the full version.

Sketching Process

Interaction Design

Now we get into “solution mode” and start solving that problem.
I sketched the screens and screen states for users flowing through the flight booking application for mobile. Starting from the homepage of the app right through to the seat selection. Addressing all the issues and user goals identified in your research and analysis.

Click on the image for the full version.

Have a look at our prototype and feel free to navigate through the app

Try Yourself