Aim: To simplify the flight booking process, remove distractions, and clarify luggage information.

User Research:

• Competitive Benchmarking:
  I analysed Ryanair, EasyJet, Skyscanner, and Kayak using heuristic evaluation (scored out of 50) to understand industry standards and identify best practices.

• Online Survey:
  The survey gathered both quantitative and qualitative data on user behaviour, goals, and pain points when booking flights. Key insights included:

  • Most users book flights from home on their phones, primarily to compare prices.

  • 60% of users prioritise price when booking.

  • Common pain points include confusion over what’s included in the cost and unclear luggage allowances.

• Usability Testing:
  I conducted usability tests on Aer Lingus, Eurowings, Ryanair, and EasyJet, observing how users interact with the booking process. Findings included:

  • Overload of information (ads, flashing images, hotel/car hire options) causes confusion.

  • Costs and luggage allowances are often unclear.

  • Some features seem random and ambiguous  

Analysis:

• Affinity Diagram:
  I synthesised data from research and testing by categorising insights into themes:

  • User pain points: unclear luggage info, hidden costs.

  • Positive and negative layout elements.

  • Extra features that users didn’t understand or use.

  Key conclusions:

  • Luggage info should be clear throughout.

  • Costs must be upfront and inclusive.

  • Pages should focus only on relevant booking details.

  • Any features should be clear and easily understood

  • Design must be simple and non-distracting.

• Miro board: https://miro.com/app/board/uXjVMy5CLek=/ 

• Customer Journey Map:
  Using the affinity diagram, I mapped the entire booking process, identifying areas for improvement based on user pain points, goals, and behaviours.

• Customer Journey Map - Miro

Design Phase:

• Flow Diagram:
  I created a flow diagram to visualise the user’s booking journey, focusing on the most likely path to ensure smooth navigation.

• Interaction Design & Prototyping:
  I sketched the prototype based on research insights, and then developed a medium-fidelity prototype with interactive elements. Testing ensured the user journey was intuitive.

• Interaction Design - Miro

• Fly Me Prototype – Figma

Annotations and Handover:
I added clear annotations to the Figma prototype, detailing all interactions and screen state changes for both engineers and the UI designer.

Conclusion:
The redesign improved the booking experience by:

• Clarifying luggage information.

• Displaying only essential information.

• Making costs transparent throughout the process.