Design a website for an Airline company
Fly UX is a fictional airline company on which mission statement is to "Transport people efficiently and minimising the hassle to book a flight"
Project Overview
As part of my Diploma in Ux Design, I was required to carry out a case study, which we had to design a complete UX Process, from conducting user research to creating a mid fidelity prototype and wireframing for a fictitious airline company called Fly UX.
The Goals
Create a website the most hassle free as possible for the passenger. With a straight forward process to search the best time and price for an airline ticket, giving the user more time to enjoy the trip.
The Process
Qualitative data were used on the research, as it was vital to learn user's behaviours and the overall thoughts as well as quantitative data to gain a deep understanding of the pain points the user have when booking a flight.
Competitive Benchmark
The analysis was made between 2 of the best class airlines and also one of the most used aggregators websites for travel plans. Ryanair, Azul Airlines and Skyscanner.
Through the process I was abale to gain some knowledge of the booking process that are mostly used on their websites and pinpoint some positive and negative points on the journey of booking a flight. At the end I used the information collected to give a parameter on the solutions that I was using on my own design.
When asked about what to change on airlines websites one of the answers was: "Give options of different dates with better prices"
Survey
The survey consisted of 9 questions about people's behaviours, needs and preferences.
Some of the insights collected were:
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Most of users book an airline ticket through the PC or Laptop;
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Also most of the users interviewed in Ireland frequently search for flights, or at least visited an airline website or app recently, and could complete the task they were doing and overall were satisfied with the website;
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Aggregators such as Skyscanner are very useful when searching for flights;
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Most of the interviewees usually travel for pleasure and an average of 3 times a year.
Usability Test
The test was made using the Turkish Airlines website and the Air France as the model to get more information about the user behaviours and goals.
The overall experience of the Turkish website was positive and I could get many information about the process that she most liked. One of the most interesting tools that was present on the website was the tickets timetable, that had an option to combine the dates and find the best fares. However she missed some information regarding the bagage.
The overall experience on Air France was better than on the competitor and had a clearer information regarding the fares and travel details.
Affinity Diagram
The brainstorming with the information collected during the research phase was very productive and I got an excellent idea of how the website could be structured, as an outcome of this process me and my friend came up with the following categories.
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Website configuration
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Pop-ups
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Searching mechanism
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Context of use
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Behaviour
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Goals
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Reason to visit an airline website
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Satisfaction
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Extra services on the "booking flight" section
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Typing and selecting sections
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Choosing the dates and airports
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Flight prices structure
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Upselling features
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Extra features information
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Basic information
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Website structure and visual design
 Raw Information |  Booking process |  Information and visual design |  Goals, behavious and context section |
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Customer Journey Map
After taking all the information from the Affinity diagram I structured a customer journey map with the good outcomes and the pain points of the process, as well as the goals and behaviours of the user when searching for a flight.
Flow Diagram
The next phase of the project was to put together the path that a user would go when booking a flight for themselves, considering the information that was gotten from the research and targeting the improvement of the pain points.
I used it as a guide to move on to the next phases of the project such as sketching and prototyping the website. This resource was a very concise and structured document to follow due to a good visible representation of the action a user goes through when using the website.
Interaction Design
I did a sketch, hand drawing the pages of the website from the searching flights until choosing the seats.
After reviewing the data collected, I had a good idea of how the website would look like and sketching it before prototyping is vital to have a visual understanding of how it will work after finished.
Describe your image
Describe your image
Describe your image
Describe your image
Mid-fidelity Prototype
After all the research and and design phases, the project culminated in a Mid-fidelity prototype which is possible to navigate on the link below.
You are going to fly from Dublin to Madrid in march, only by yourself. As your budget is limited, you are going to choose the lowest fare. However you would like to choose the sets, as you like flying on by the window selecting the seats 18F and 21A.
Have a safe flight!!
Wireframing
The final document that would be delivered to the developers is the wireframe, a detailed document that contains all the information necessary to the development of the website.
On this document I explained how and what each button would perform as well as where they would be located.
You can download the PDF version of the wireframe below.
Conclusion
Learning and creating a project from scratch can be very challenging, however when it´s completed and you see the results it´s very rewarding and is worth all the process.
I developed skills that I never have performed before and upskilled on some of them.