Project Brief
October 2022 - November 2022
Responsive Website Design Capstone - UX Academy
*This is a concept project.*
There is a link to the working prototype at the bottom of this page.
Background
Since the internet was created, online travel booking has become the primary way for people to book methods for transportation, whether that be through the sky, land, or sea. For this project, my task is to research and create the best way to streamline and facilitate the booking process for users looking to fly.
Problem Statement
Given the various types of online booking websites, the general consensus among users is that there are frustrations when it comes to finding cheap flights in a timely manner. Many users voiced their concerns about the amount of time it takes them to find a decently priced flight, and comparing that price to others is often an unnecessarily arduous process.
Goal
The goal was to make the search, booking, and check-in processes as easy, beautiful, and seamless as possible. Also, I wanted to understand users' needs and grievances during this process to better design their interactions.
Research Goals
- Understand what users are currently using for online booking.
- Understand how users initially approach the booking process.
- Understand what type of users are booking travel online.
- Find out the different types of users that would be using this website
- Understand needs, concerns, hitches, and constraints of users.
Methodologies
Competitive Analysis
User Surveys User Interviews
Competitive Analysis
User Surveys
63 Survey Participants
- Most people travelled twice a year, ranging to above 10 times a year.
- More than 80% travel for vacation and visiting family/friends.
- Out of the three general parts of the booking process, the highest percent of frustrated users was during the price comparison part.
- Most people did not have trouble with pre-flight check-in.
- Even split between OTAs and airlines. A fourth of respondents put both, or google flights as well.
- As I did not give an option for google flights I believe the amount of people who would have put google flights might have been larger.
- Majority of respondents prefer receiving text messages to inform them of changes/updates to their flight.
- Price is more important to users than flight time/date, with 68% of respondents listing price.
- More than 80% travel for vacation and visiting family/friends.
- Out of the three general parts of the booking process, the highest percent of frustrated users was during the price comparison part.
- Most people did not have trouble with pre-flight check-in.
- Even split between OTAs and airlines. A fourth of respondents put both, or google flights as well.
- As I did not give an option for google flights I believe the amount of people who would have put google flights might have been larger.
- Majority of respondents prefer receiving text messages to inform them of changes/updates to their flight.
- Price is more important to users than flight time/date, with 68% of respondents listing price.
User Interviews
Main Research Findings
- Users are more likely to prioritize cheaper prices than other factors involved in the booking process
- Overall, users were leaning towards OTAs and Google Flights, meaning they prefer having multiple airlines available to search for in one website
User Persona
This persona is based off of the surveys and interviews I conducted. Given the responses, I crafted a persona that had three main tenets which were being money-oriented, organized, and punctual. These three tenets were supported by research because a majority of the people I talked to and surveyed were focused on find flights with the best price, on a website with the best UI, while minimizing the amount of time it would take them to finish the task.
User Task Flows
Low-fidelity Wireframes
Desktop Site
Mobile Site
Hi-fidelity Prototype
Desktop Site
Mobile Site
